Introducing Caipirinha in Australia

Topics: Alcoholic beverage, Cachaça, Ethanol Pages: 6 (1690 words) Published: October 24, 2012
André Santiago Beires – DEC 15 (20)

Introducing the Caipirinha in Australia

Executive Summary
The Caipirinha is a drink considered the symbol of Brazil, traditionally prepared with sugar, lemon, ice and a Brazilian alcoholic beverage called cachaça. It can be well appreciated in several occasions. Recently a Brazilian young man studying in Sydney came up with the idea of exporting the drink to Australia. However he recognizes that there may be cross-cultural issues in introducing a traditionally Brazilian drink to a totally different culture as Australia. The report explores potential cross-cultural issues that arise out of a variety of national cultural differences between Brazil and Australia.

The issues are identified in the report in relation to the concepts of consumption, variations in the recipe, advertisement, and the Cachaça: The special ingredient. Recommendations are made with respect to each of these categories. * The Caipirinha great and unique flavor should be more publicized. * Brazilian parties should be promoted throughout the city. * Advertisements and sales should focus on the original cocktail formula. * Agreements should be done with some famous bars in Australia to offer the Caipirinha for a good price. * Sales of the drink should focus on the Cachaça to win the market against other kinds of drinks. * Cachaça should be dissociated from the lower classes to inform the world about its qualities, gain market, and obtain better prices in exports.

Background to the project
When it comes to Brazil, any foreigner ventures a few words in Portuguese: “Caipirinha! Carnival! ”. The drink traditionally prepared with sugar, lemon, ice and a Brazilian beverage called cachaça, a sugar cane brandy (Cambridge Dictionary, 2012) is a symbol of Brazilian culture in the world.

This traditional Brazilian drink is very popular in Europe and the United States. It could be said that it USED TO be Brazil's best-kept secret, but its popularity is growing increasingly worldwide.

Recently a Brazilian young man studying in Sydney came up with the idea of exporting the drink to Australia. He believes that in big cities like Sydney and Melbourne due to the large number of nationalities, the idea of a new drink can be very well accepted. However, like every great idea, some issues might be something to worry about, and the young man recognizes that there may be cross cultural issues in introducing a new product to a totally different culture with other customs and traditions.

This report will show the popularity of caipirinha in Brazil and other parts of the world, explore potential cross-cultural issues in introducing this product in Australia, and make recommendations on how these issues could be addressed.

Caipirinha in Brazil
In its original cultural context caipirinha was based on Poncha, an alcoholic drink from Madeira, Portugal. Besides the tasty, this drink is quite easy to be made. It can be described in terms of the concepts of consumption that includes market competitiveness, the variations in the recipe, the advertisement that provides popularity to the drink, and the Cachaça: The special ingredient.

Concepts of consumption
In Brazil, is hard to find someone who never tasted the caipirinha. Even with the high alcohol content of the sugar cane liquor used in the cocktail, due to the other ingredients, the drink is not very strong and can be well appreciated in several occasions. As it is said by lots of Brazilians: "If your life is sour, add sugar cane liquor and ice and enjoy a good caipirinha! ”.

Variations in the recipe
Currently, the original formula is considered a classic of international Cocktails. However, in bars worldwide the recipe has been gaining new colors and flavors, with ingredients increasingly astonishing. Gradually, the cachaça gave way to vodka, rum, sake and sometimes Steinhäger (a German beverage), the taste of the customer. The...

References: Morrison, J. (2006). The International Business Environment: Global and Local Marketplaces in a Changing World (2nd ed.). Hampshire: Palgrave MacMillan.
Vrontis, D., & Vronti, P. (2004). Levi Strauss: an international marketing investigation. Journal of Fashion Marketing and Management, 8(4), 389.
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