Na embriaguês da cachaça: produção, imaginário e marketing (Minas Gerais 1982-2008)

Abstract

The production and behavior around the cachaça are interconnected, from one way or another, to the History of Brazil. This research approach the different forms of production of cachaça at the end of the twentieth century and the beginning of the twenty-first century, context of strong investment by businesses, governments and the federal state of Minas Gerais and technology sector. Focus the relationship between industrial and artisanal ways, approaches and distance, changes in the productive process, as well the linking of cachaça as national product, symbol of cultural identity and rural tradition, to a larger market. Our hypothesis is that to achieve this function the producers and traders, supported in institutional interventions, make use of this speech to promote and sell their brands. These are the marketing strategies that can be seen in brochures, labels and advertisements of the drink.