The Story Of Beija Cachaça

WestonForum.Com ran a piece about the young founders of Beija Cachaça:

With no previous experience in the liquor business, both men, 24, have put everything they have on the line to create a start-up company that produces Beija. Whether their gamble will pay off remains to be seen.

Even if you only have a passing interest in the U.S. cachaça market, the article is worth a read simply because you have to admire their persistence and determination.

Also, their tale of pursuing a distributor -- "they all laughed at us" -- seems to be a familiar one. This 2007 Forbes feature (of which I'm not too terribly fond) describes Leblon founder Steven Luttman getting "the brush-off" from fifty distributors in twelve months. Clearly these distributors are only now starting to wise up to the potential.

And, no, I haven't tried Beija yet.