Brazilian white spirit cachaca has found its way into India with company Diva Cachacha launching it in New Delhi, Mumbai and Bangalore.
Priced at Rs 1,378, brew will be launched first in Mumbai, Delhi and Bangalore
NEW DELHI: Brazilian white spirit cachaca has found its way into India with company Diva Cachacha launching it in New Delhi, Mumbai and Bangalore.
Cachaca is distilled from fermented sugarcane juice and is the most popular alcoholic beverage in Brazil. Considered the first truly Brazilian distilled spirit, its origins can be traced back to the early 16th century.
Cintia Cardoso de Souza, founder of Diva Cachaca, said: “We are going to be the first cachaca brand to be entering the Indian market. Initially in the first phase it will be introduced in New Delhi, Mumbai and Bangalore as we want to see how is the response.”
Diva Cachaca is being launched in India in association with Aspri Spirits Pvt Ltd, an Indian company dedicated to the sale, marketing, and distribution of international spirits.
“The reason why we are launching this in India now is that Indians are now becoming more and more eager to try out new things.
Today almost 60% of the Indian population is between the age group of 22 to 45 and also one cannot ignore the fact that the Indian middle class has more money today to enjoy some of the finest things,” said Arun Kumar of Aspri Spirits.
“Initially it will be made available in all the premium segment hotels, restaurants and bars to make people aware of the drink. Depending on the response we will slowly and gradually have it sold through the retail outlets,” Kumar said.
The company is targeting to import 1,200-1,500 cases from Brazil in the first year of the launch.
“By the third year, by which time we would also be in the second phase of the launch, we will be importing 5,000-6,000 cases and introducing it in Hyderabad, Pune, Goa and Chandigarh,” Kumar said.
Cachaca can also be used for cooking, making deserts and whipping up milk shakes.
“Since there are no other brands in this segment, we have to set our benchmark in terms of sales and revenues. But I am sure it will be a huge hit among Indian drink connoisseurs, and obviously the youth,” Kumar added.
Diva Cachaca will be priced at Rs 1,378, exclusive of taxes, which will differ from state to state.
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