Strategies for publicising cachaças recognised with Geographical Indication in Brazil

Abstract

The aim of this research was to analyse the advertising strategies of cachaças recognised with a Geographical Indication (GI) in Brazil. Cachaça (Brazil) is made from sugar cane, yeast and water. It is the ‘original Brazilian’ alcoholic drink. It came to Brazil with the Portuguese and settled here due to the expansion of sugar cane planted by enslaved people. GIs are the recognition, in the form of a registration granted by the INPI, to a geographical region whose product or service has become known or has particular characteristics as a result of its origin. At the same time as promoting the product, GIs can be used to promote tourism, as well as for other purposes in the public interest. For this to happen, however, branding needs to valorise the territory. Data was collected by analysing documents in online vehicles used to publicise the GI and its products. The use of multiple distinctive signs (seals and the GI itself) was verified, as well as storytelling and other types of narrative used in the promotion of the selected cachaças.