Forbes takes another crack at covering cachaça, this time focusing on Cabana and its founder, Matti Anttila. (The magazine's last cachaça-related article featured Leblon in 2007. It was a decent piece left deeply marred by a truly iron-palated tasting of five brands, betraying the reviewer's apparent taste for fine gun oil.)
Where this article excels, though, is the way it takes you through what Matti, in particular, has had to do to make Cabana a success and, in general, what the category needs to do in order to succeed.
The article rightly points out that, inasmuch as different cachaça companies compete, they also rely on each other to build the category
For all the sniping between cachaça competitors, they are also collaborators. Each brand stands to gain if the liquor gains greater acceptance in the U.S-- where there are now 20 cachaça brands, up from just six when Anttila got started in 2006. According to the Beverage Information Group, cachaça is the fastest growing spirit category in the U.S., but it is starting from a small base.
Read more over at Forbes.Com.