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TTB Finally Recognizes Cachaça

The Tasting Panel Editors


On February 25th, the Alcohol and Tobacco Tax and Trade Bureau (TTB) finally "legalized cachaça," as they published a final rule that recognizes Brazil's national spirit as an official spirit and a distinctive product of Brazil. Prior to this ruling, cachaça was required to be labeled as "Brazilian rum" in the United States.


Leading brand Leblon Cachaça led the legalization efforts through social media and nightlife events, collecting over 300,000 signatures, to bring the petition to Congress. They also held frequent rallies and directly lobbied the TTB to pass the new legislation.

"Now that the U.S. government has recognized cachaça, it's time for the world to discover what it means to be Brazilian without leaving the States," explains Steve Luttmann, founder of Leblon.

Celebrations began at the South Beach Food and Wine Festival this past weekend with the unveiling of the new Be Brazilian, Be Leblon CaipiMobile and will continue in other major cities over the next month.

How to Be a Brazilian

Hard work followed by a delicious Caipirinha and a bit of dancing—that's the way to be Brazilian. To celebrate the culture of Brazil, Leblon is debuting the "Be Brazilian, Be Leblon" movement to bring the best of Brazil to the world.

Luttmann's book How to Be a Brazilian, which features tips such as O Jeitinho Brasileiro ("The Brazilian Way"), will launch the campaign. The book will be introduced this spring in conjunction with a "Be Brazilian" video series and Leblon's new signature Caipirinha Mix. Leblon also recently introduced a new embossed bottle, as well as Reserva Especial, a delicious luxury cachaça aged for two years in new French oak.

Taking the U.S. market by storm, Leblon is the newest trend in New York, California, and Chicago, and it has a huge following in Miami, where the Brazilian lifestyle has taken really taken root. Top mixologists have taken Brazil's signature drink, the Caipirinha, and created fresh and never-before-seen Leblon cocktails.

The Caipirinha

Relax with a Caipirinha and channel a bit of Brazil!

Cut half a lime into wedges and put into a rocks glass. Add two teaspoons of sugar, mash the lime and sugar with a muddler for 15 seconds, and add crushed ice up to the rim of the glass. Add two ounces of Leblon Cachaça, stir (or shake) thoroughly, and garnish with a lime wedge.  
About Leblon

Winner of the Double Gold Medal at the San Francisco World Spirits Competition and seven consecutive medals with the title "Best Cachaça" in the same competition from 2006 to 2012, Leblon is handcrafted in Minas Gerais by Master Distiller Gilles Merlet. Leader in cachaça sales in Hollywood, New York, Miami, London and Paris, Leblon is considered by many bartenders, chefs, and spirits experts to be the best white cachaca on the market.

To experience Leblon, visit www.leblon.com.

Be sure to look for our feature story on Leblon in the upcoming March issue of THE TASTING PANEL.


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