Scotch whisky in Brazilian spirit promotion deal

By Matt Atherton contact

- Last updated on GMT

British deputy ambassador Wasim Mir (left) watches on as Brazilian Institute of Cachaça president Mucio Carlos Lins Fernandes (centre) and Scotch Whisky Association global affairs director Sarah Dickson celebrate the new deal
British deputy ambassador Wasim Mir (left) watches on as Brazilian Institute of Cachaça president Mucio Carlos Lins Fernandes (centre) and Scotch Whisky Association global affairs director Sarah Dickson celebrate the new deal

Related tags: Scotch whisky industry, Scotland

The Scotch Whisky Association (SWA) has signed a deal with a Brazilian spirit maker to promote responsible alcoholic drinking, the trade body has revealed.

The deal would also see Scotch whisky and Brazilian spirit cachaça work together on preventing misleading commercial practices. The Scotch whisky industry would greatly benefit from the deal with the Brazilian Institute of Cachaça, claimed SWA global affairs director Sarah Dickson.

“Brazil is an important market for Scotch,”​ said Dickson. “We expect to see a return to growth next year following a period of recession in the country.

‘The best representation for both spirits’

“Scotch whisky is, of course, synonymous with Scotland, as cachaça is with Brazil. We will work with the Brazilian Institute of Cachaça to ensure the best representation for both spirits across the UK and Brazil.”

Cachaça

  • Distilled spirit made from sugarcane juice
  • Most popular distilled spirit in Brazil
  • 1.5bn litres consumed in Brazil annually

Brazil is the eighth largest destination market for Scotch whisky export volumes, said SWA. About £56M was made from Scotch whisky exports to Brazil in 2015, it added – the equivalent of more than 46.5M bottles.

The UK was also a priority market for cachaça, SWA said. The UK accounted for almost 5% of cachaça export sales last year, and its ninth largest export destination.

A celebration of Scotch whisky and cachaça

The deal was signed in Brasilia this week at the National Confederation of Industry, following a celebration of Scotch whisky and cachaça at the UK ambassador’s house in Brazil.

Dickson said: “While in Brazil to mark the signing of the agreement I was also pleased to meet Liam Fox, secretary of state for international trade, who was in Brasilia for talks on increasing bilateral trade between the UK and Brazil. He has always been a strong supporter of the Scotch whisky industry.”

Meanwhile, the SWA appealed a ruling​ on minimum alcohol pricing in Scotland, earlier this month. Scottish courts ruled in October that the Scottish government’s plan for a 50p minimum price on alcohol was legal under EU law.

Scotch Whisky Association and Brazilian Institute of Cachaça to collaborate on:

  • Prevent misleading commercial practices
  • Promote responsible alcohol consumption
  • Mutual promotion and protection of geographical indications

Related topics: Drinks

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