The report explores potential cross-cultural issues that arise out of a variety of national cultural differences between Brazil and Australia. The issues are identified in the report in relation to the concepts of consumption, variations in the recipe, advertisement, and the Cachaca: The special ingredient. Recommendations are made with respect to each of these categories. * The Caipirinha great and unique flavor should be more publicized. * Brazilian parties should be promoted throughout the city. Advertisements and sales should focus on the original cocktail formula. * Agreements should be done with some famous bars in Australia to offer the Caipirinha for a good price. * Sales of the drink should focus on the Cachaca to win the market against other kinds of drinks. * Cachaca should be dissociated from the lower classes to inform the world about its qualities, gain market, and obtain better prices in exports. Background to the project When it comes to Brazil, any foreigner ventures a few words in Portuguese: “Caipirinha!
Carnival! ”. The drink traditionally prepared with sugar, lemon, ice and a Brazilian beverage called cachaca, a sugar cane brandy (Cambridge Dictionary, 2012) is a symbol of Brazilian culture in the world. This traditional Brazilian drink is very popular in Europe and the United States. It could be said that it USED TO be Brazil’s best-kept secret, but its popularity is growing increasingly worldwide. Recently a Brazilian young man studying in Sydney came up with the idea of exporting the drink to Australia.
He believes that in big cities like Sydney and Melbourne due to the large number of nationalities, the idea of a new drink can be very well accepted. However, like every great idea, some issues might be something to worry about, and the young man recognizes that there may be cross cultural issues in introducing a new product to a totally different culture with other customs and traditions. This report will show the popularity of caipirinha in Brazil and other parts of the world, explore potential cross-cultural issues in introducing this product in Australia, and make recommendations on how these issues could be addressed.
Caipirinha in Brazil In its original cultural context caipirinha was based on Poncha, an alcoholic drink from Madeira, Portugal. Besides the tasty, this drink is quite easy to be made. It can be described in terms of the concepts of consumption that includes market competitiveness, the variations in the recipe, the advertisement that provides popularity to the drink, and the Cachaca: The special ingredient. Concepts of consumption In Brazil, is hard to find someone who never tasted the caipirinha.
Even with the high alcohol content of the sugar cane liquor used in the cocktail, due to the other ingredients, the drink is not very strong and can be well appreciated in several occasions. As it is said by lots of Brazilians: “If your life is sour, add sugar cane liquor and ice and enjoy a good caipirinha! ”. Variations in the recipe Currently, the original formula is considered a classic of international Cocktails. However, in bars worldwide the recipe has been gaining new colors and flavors, with ingredients increasingly astonishing.
Gradually, the cachaca gave way to vodka, rum, sake and sometimes Steinhager (a German beverage), the taste of the customer. The lemon occasionally gives way to traditional fruits such as strawberry, passion fruit or lime. Some bartenders have recently created other caipirinhas’ recipes, and now you can prove caipirinhas of sake with lychee or star fruit with basil. Even the orange generally neglected, is remembered. It has become fashionable also join two, three or even four fruits in the same cup. A good example is the red fruit caipirinha, a combination of blackberry, strawberry and raspberry.
Advertisement The caipirinha is the national cocktail of Brazil, and is enjoyed in restaurants, bars and many households throughout the country, and due to the popularity and quality of the drink, the International Bartenders Association has designated it as one of their Official Cocktails. Some brands of cachaca, being the main ingredient of the drink, make several advertisements of the caipirinha, taking advantage of its popularity. And as any other product, advertising is something very important for it to become more and more known. Cachaca: The special ingredient
Cachaca is Brazil’s most common distilled alcoholic beverage (also known as Pinga or Caninha) with the alcohol content varying between 38 to 54% (Inmetro Brazil, 1996). Cachaca is made from sugarcane-derived products, the alcohol results from the fermentation of sugarcane juice that is afterwards distilled. Once in the past, the caipirinha was almost unknown outside Brazil, it has become more popular and more widely available in recent years, in large part due to the rising availability of first-rate brands of cachaca outside the country.
Issues Introducing the Caipirinha in Australia raises a number of issues related to cultural differences between the two countries. These differences will be analyzed based on the frameworks developed by Vrontis & Vronti (2004), Hofstede (1994 and 1996, in Morrison 2006), and Trompenaars (in Morrison 2006), and potential cross-cultural issues may be observed in the following aspects. Concepts of consumption One of the issues may arise out of the different concepts of consumption in Brazil and Australia.
Due to great distance, resulting in different origins and traditions, there are some striking differences when it comes to food and beverage options. Therefore, there may be some fear for Australian people in trying new foods or drinks. Furthermore, it takes time to introduce a product to a country and makes it become popular between local people. According to Hofstede (1996), Australia is a low uncertainty avoidance country, in other words, their needs have to be satisfied ‘here and now’. In addition, another very important factor that affects the adaptation of the product is the competitive factor.
Due to the variety of other kinds of drinks, the market competitiveness can be a huge barrier in the race to conquer the local market. Vrontis & Vronti (2004) point out that it is needed to take into account the prevailing prices of substitute products for Market-based pricing strategies, whether imported or domestically produced. Variations in the recipe The possibility of modifying the original formula of the Caipirinha, changing some of the ingredients, can be a very attractive way to gain admires of the drink.
However, if so many changes are made the authenticity of the drink could be lost. Hofstede (1996) states that being a low uncertainty avoidance country, ‘there is a larger degree of acceptance for new ideas, innovative products and a willingness to try something new or different’. Therefore, if Australians find newer and easier ways of making the drink, the original one is going to lose its value. Advertisement The caipirinha is an alcoholic beverage, and this can become a serious problem for the advertisements. In Australia there is the Advertising
Standards Bureau (ASB), an independent body responsible for managing the advertising self-regulation and keep ethical control of advertisements, and being a culture with high universalism, Australia weight is more placed on formal rules (Trompenaars, 1994). Quite differently from Brazil, advertisement for alcohol beverages needs to follow several rules according to the “Alcohol Beverages advertising Code” of Australia. Therefore, it would be very difficult to make people cognize the Caipirinha and be attracted to taste it. Cachaca: The special ingredient In Brazil anyone can buy a bottle of cachaca for about $6.