Scotch Whisky and Cachaça join forces for mutual promotion and protection
09 Dec 2016
The Scotch Whisky Association (SWA) - the trade body
representing the Scotch Whisky industry - and the Brazilian
Institute of Cachaça (IBRAC) - a private entity representing the
Cachaça Brazilian spirit industry - have signed a mutual
The agreement provides for collaboration on themes such as the
prevention of misleading commercial practices, promotion of
responsible consumption of alcoholic beverages, and mutual
promotion and protection of the geographical indications (GIs)
Scotch Whisky and Cachaça.
SWA director of global affairs Sarah Dickson was in Brasilia
this week for the signing of the agreement at a ceremony held by
the National Confederation of Industry (CNI). It follows a
successful St Andrew's Day event at the UK Ambassador's residence
in Brazil involving the UK special trade envoy to Brazil Mark Prisk
MP and UK deputy ambassador Wasim Mir, with the SWA's head of
Americas Siobhan Sellers and senior legal counsel Lindesay Low. The
event was a celebration of Scotch Whisky and Cachaça and marked the
start of their cooperation.
The associations said that the UK and Brazil both have a
tradition of spirit-drink production and are important consumer
Brazil is a priority market for Scotch Whisky representing the
8th largest destination market for exports of the spirit from
Scotland in volume and the 17th largest in value. Exports of Scotch
to Brazil in 2015 totaled £56 million or the equivalent of
The UK is also a priority market for exports of Cachaça, a
'typically Brazilian spirit'. Of the total US$ 13 million of
Cachaça exported in 2015, the UK accounted for 4.83% of that
amount, making it the 9th biggest destination.
It is hoped that signing the mutual cooperation agreement will
help increase market share both in Brazil and in the UK for these
two spirits so closely associated with their countries of
Sarah Dickson, Scotch Whisky Association global affairs
director, said: "Brazil is an important market for Scotch. We
expect to see a return to growth next year following a period of
recession in the country.
"Scotch Whisky is, of course, synonymous with Scotland, as
Cachaça is with Brazil. We will work with the Brazilian Institute
of Cachaça to ensure the best representation for both spirits
across the UK and Brazil.
"While in Brazil to mark the signing of the agreement I was also
pleased to meet Liam Fox, Secretary of State for international
trade, who was in Brasilia for talks on increasing bilateral trade
between the UK and Brazil. He has always been a strong supporter of
the Scotch Whisky industry."
Media Enquiries - Scotch Whisky Association (SWA)
Rosemary Gallagher (SWA head of communications)
Tel.: 00 44 131 222 9230 / 00 44 7432 605385