Scotch whisky and cachaça join forces

The Scotch Whisky Association and the Brazilian Institute of Cachaça have signed a mutual cooperation agreement.

The agreement between the trade body representing the scotch whisky industry and the private entity representing the cachaça Brazilian spirit industry will enable a collaboration on themes such as the prevention of misleading commercial practices, promotion of responsible consumption, and mutual promotion and protection of the geographical indications.

SWA director of global affairs Sarah Dickson was in Brasilia this week for the signing of the agreement at a ceremony held by the National Confederation of Industry. It follows an event held on St Andrew’s Day at the UK ambassador’s residence in Brazil involving the UK special trade envoy to Brazil, Mark Prisk MP and UK deputy ambassador Wasim Mir. The event was a celebration of scotch whisky and cachaça and marked the start of their cooperation.

Brazil is a priority market for scotch whisky representing the 8th largest destination market for exports of the spirit from Scotland in volume and the 17th largest in value. Exports of scotch to Brazil in 2015 totaled £56 million or the equivalent of 46,529,789 bottles.

The UK is also a priority market for exports of cachaça, a ‘typically Brazilian spirit’. Of the total US$ 13 million of cachaça exported in 2015, the UK accounted for 4.83% of that amount, making it the 9th biggest destination.

Sarah Dickson, Scotch Whisky Association global affairs director, said: “Brazil is an important market for Scotch. We expect to see a return to growth next year following a period of recession in the country.

“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.”