Cachaça conquers new markets and strengthens the tradition of artisanal distillation in Brazil.

247 - Next Saturday (13), Brazil celebrates National Cachaça Day, a typically Brazilian drink that has gone beyond being a popular symbol to establish itself as a high value-added product with growing international acceptance. According to the Cachaça Yearbook 2025According to data released by the Ministry of Agriculture, Livestock and Supply (Mapa), the country registered 1.266 cachaça distilleries in 2024 — a 4% increase compared to the previous year, marking the third consecutive year of growth. Minas Gerais leads the ranking, with 501 establishments, equivalent to 39,6% of the total.

According to Carmen Sousa, an analyst at the Competitiveness Unit of Sebrae Nacional (Brazilian Micro and Small Business Support Service), artisanal distillers are fundamental in preserving the cultural and economic identity of the beverage. “Production is marked by a strong connection to history, family succession, and the preservation of traditional techniques. These elements are fundamental in giving the product a competitive edge in the market,” she states. She adds that cachaça fosters tourism, generates employment, and contributes to families remaining in rural areas.

The tradition is also defended by Sérgio Maciel, president of the National Association of Artisanal Cachaça (Anpaq), who has been working in the sector for five decades. He emphasizes that there is still a lack of awareness about the drink's potential, both in Brazil and abroad. “I'm talking about high-quality cachaça that won't give you a headache. It's produced exclusively in copper stills with natural fermentation using yeast from the sugarcane itself. It's the most sustainable distillate in the world, from the seedling to the bottling, with the reuse of bagasse, vinasse, and water,” he says.

In May of this year, Anpaq, in partnership with the Brazilian Institute for Integration: Culture, Tourism and Citizenship (IBI), launched a manifesto for the recognition of pot still production as Historical, Cultural and Intangible Heritage of Brazil. This mobilization follows MAPA Ordinance 539/2022, which defined standards of identity and quality for cachaça, eliminating the term "artisanal" and consolidating the designation "pot still cachaça".

The sector is also betting on sustainability and tourism. In Chã Grande (PE), the Sanhaçu cachaça distillery, which has been producing organic cachaça for 18 years, received national recognition in 2024 when Sanhaçu Soleira was chosen as the best in Brazil by [organization name missing]. Cachaça SummitOwner Elke Barreto points out that the distillery receives more than 800 visitors per month. "It seems unthinkable to talk about an alcoholic beverage in an educational way, even to children, but this activity now represents 40% of our revenue," she states.

In Rio de Janeiro, the Magnífica cachaça brand has maintained the Faria family tradition for four decades and has even been honored during the Rio Carnival. Producer Raul de Faria emphasizes that, just like with Scotch whisky, consumers need to learn to differentiate between artisanal cachaça and cachaça made in pot stills. The brand, which produces 100 liters annually, has been exported to Europe, the United States, and Singapore for over 20 years, and is preparing its entry into the Japanese market.

Stories of overcoming challenges also mark the sector. In Dores do Turvo (MG), the cachaça Sô Nicó, run by Douglas de Resende, had to formalize its business after its production was interrupted in 2019. Today, it has accumulated national and international awards, such as at Expo Cachaça and the Brussels World Championship. “It improved our visibility and our negotiating power to enter other markets. When we weren't registered, we didn't even know the size of the potential we had to grow,” says the producer, who maintains lean production and bets on quality as a differentiator.