It’s official. Cachaca is recognized as Brazil’s national spirit and claims its own liquor category. Leblon celebrates.
On February 25th, the Alcohol and Tobacco Tax and Trade Bureau (TTB) finally “legalized cachaca” as they published a final ruling that recognizes Brazil’s national liquor as an official spirit and a distinctive product of Brazil.
Leblon led efforts through social media and nightlife events, collecting over 300,000 signatures, to bring the petition to Congress. They also held frequent rallies and directly lobbied the TTB to pass the new legislation.
To celebrate their victory, Leblon is debuting the “Be Brazilian Be Leblon” movement to bring the best of Brazil to the world. Leblon founder Steve Luttmann ’s book How to Be a Brazilian, which features tips such as O Jeitinho Brasileiro (“The Brazilian Way”), will launch the campaign. The book will be introduced this spring in conjunction with a “Be Brazilian” video series and Leblon’s new signature Caipirinha Mix. Leblon also recently introduced a new embossed bottle, as well as Reserva Especial, a delicious luxury Cachaca aged for two years in new French oak.
“Now that the U.S. government has recognized Cachaca, it’s time for the world to discover what it means to be Brazilian without leaving the states,” explains Luttmann.
Celebrations began at the South Beach Food and Wine Festival this past weekend with the unveiling of the new Be Brazilian Be Leblon Caipi-Mobile and will continue in other major cities over the next month.
Leblon has won “Best Cachaca” at the San Francisco World Spirits Competition since 2006 and has claimed the top spot in cachaca sales in Hollywood, New York, Miami, London, and Paris.
To experience Leblon, visit www.leblon.com.