Their research quickly validated that Americans have yet to be introduced to authentic Brazilian culture. The under-representation of cachaça as a category was one data point. “Brazil exports one-tenth of what Mexico exports in tequila,” notes Junqueira. Liquor has always been a catalyst for cultural integration and global expansion. “It’s very similar to Mexico in the ’70s and ’80s,” he says, “and how little the world knew about tequila or mezcal because the artisanal high-quality product was enjoyed at home and not exported to the rest of the world.” Years later, both tequila and mezcal expanded their reach with premium spirits that invited Americans to participate in an authentic aspect of Mexican culture like never before. “If we can be the ones to introduce consumers to this delicious, high potential category [of cachaça], we will have succeeded,” Junqueira says.
Cachaça for Brazilians signifies a culture of happiness, freedom and eternal summer. Cãna aims to transport you to these values in its first sip. The spirit is one of the oldest in the world and has been unifying the country since as early as the 16th century. “One of the main things that attracted us to cachaça and to working with such a traditional Brazilian spirit is the fact that it is a conduit of connection for diversity and community,” Junqueira says. With that, the friends wanted to create a brand of cachaça that was sourced from various regions of Brazil, each representing its own culture and traditions.
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