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Cachaça brands undergo revamps for World Cup
By Amy HopkinsBoth Cachaça 51 and Pitú are attempting to capitalise on Brazil’s surge in tourism as the FIFA World Cup approaches by revamping their bottles.
Both Cachaça 51 and Pitú Do Brasil have unveiled new-look bottles ahead of the 2014 World CupCia Muller de Bebidas has unveiled a redesign of its Cachaça 51 bottle, which is said to communicate “core brand values” of joy, versatility, diversity, personality and innovation.
“We have sought to have a product that’s more attractive, in order to fulfill the desires of our consumers for new things, as well as conquer new consumers,” said Darleiz Barbosa, export manager for Cia Muller.
Muller adds that Cachaça 51 has a 30% share of the Brazilian cachaca market, and is now available worldwide.
Meanwhile, Pitú Do Brasil has unveiled a limited edition bottle featuring a colourful and vibrant design.
Recent figures have suggested that Cachaca is declining in its home market, as Brazilian consumers turn towards international spirits.
However, numerous producers have asserted their confidence that local spirits, including Cachaca, will benefit from the 2014 FIFA World Cup – which will begin in June.