1. WHOWHO?
WORK Paralelo Multimidia – www.paralelomultimidia.com.br
STUDY Imagem e Som at UFSCar and Digicorp at USP
WHAT ELSE • Writes about technology and digital culture at
www.dereperente.com.br
• Plays in a band called Salt’n Pepper
• Has a dog called Ozzy
• Knows how to code in NCL (Brazilian Digital TV
standard), but doesn’t know why.
• Tuesday is Truco’s Day and Friday is Fancy
Drunk Friday after 6pm at the "Pacaembu
Mansion (our co-working space)”
VISIT USR. Itápolis,
Felipe Jannuzzi.
Multimedia Producer from São Paulo.

2. Created in 2010 by Felipe Jannuzzi and Gabriela Barreto

3. WHAT IS CACHAÇAWHAT IS CACHAÇA?
CACHAÇA?Cachaça is a distilled spirit produced in Brazil from fresh sugar cane juice.
Its alcohol graduation goes from 38% to 48%. Cachaça was first made
around 1530-1540 in Pernambuco or São Paulo (or Ilha da Madeira in
Portugal – but don’t tell anybody!). Only in 2013 it was recognized as a
Brazilian spirit by the USA government.
IF YOU DON’T KNOW CACHAÇA, I AM SURE YOU HEARD ABOUT:
Ingredients:
1 lime, quartered
2 tsp fine sugar
2 oz cachaça
Preparation:
Place the lime wedges and sugar into
an old-fashioned glass.
Muddle well.
Fill the glass with ice cubes.
Pour in the cachaca.
Stir well.
Note: Keep the sugar mixed in the drink
by stirring often.
CAIPIRINHA

4. HOW IT STARTEDHOW IT STARTED?
It all started with a book
about wine and war.
At the end of the war they found thousands
and thousand of French wine and
champagne at the Eagle’s Nest in Germany.

5. If the French has the champagne, the Mexican has the Tequila, the Scotch the whisky and the
Russian the Vodka, Cachaça is the beverage that represents the Brazilian culture and history.

6. ON THE ROADON THE ROAD
For the past three years, we’ve been documenting with photos, videos and
texts the stories of the cachaça’s producers. From the smallest to the
largest. From the oldest to the newest. From North to South. East and West.
Everywhere we went we found an alembic and a good story.

21. ON THE ROADON THE ROAD
We have thousands of photos and about 100 videos so far. They
are in www.mapadacachaca.com.br, in our social networks and
in partner´s channels. All our content are registered as Creative
Commons

22. CACHAÇA IS EVERYWHERECACHAÇA IS EVERYWHERE
There are more than 4.000 labels and
40.000 alembics!!!

23. CACHAÇA IS EVERYWHERECACHAÇA IS EVERYWHERE
How are we gonna tell those stories?
So we created a map so everybody can collaborate and register a cachaça alembic!
In December 2012, the Ministry of Culture said this was the best cultural mapping
initiative of that year.
www.guia.mapadacachaca.com.br

24. PROFILEPROFILE
Anyone can collaborate with technical information, the history of the alembic,
curiosities and photos. Users can also find in the profile “where to drink” and make
direct contact with the cachaça producer by e-mail.

25. WHAT ARE WE DOING?WHAT ARE WE DOING?
We want to
talk about:
•Music,
•Food,
•Tourism,
•Design,
•Drinks,
•History,
•Economy,
•Trends,
•Brazilian
lifestyle,
•etc…

26. WHAT ARE WE DOING?WHAT ARE WE DOING ?
And we found a lot of people willing to create with us:
•Web entrepreneurs,
•chefs,
•web-developers,
•researchers,
•academics,
•mixologists,
•sommeliers,
•musicians,
•designers,
•writers,
•photographers,
•movie-makers,
•etc…

27. WHAT ARE WE DOING?WHAT ARE WE DOING?
With musicians from Brasilia and the talented composer
Alessandro Corrêa we created a CD with 12 instrumental tracks. It is a
musical map of the cachaça alembics representing our main Brazilian
music´s styles: samba, frevo, forró, chorinho, milonga, etc…
Milonga – Bebida Nacional
Paraty – Bebida Nacional

28. WHAT ARE WE DOING?WHAT ARE WE DOING ?
Mariana Jorge is a designer
at FIB (Fábricas de Ideias
Brasileiras). She writes about
cachaça’s labels at Mapa da
Cachaça. We are working on
a book about cachaça and
the Brazilian design.
At FIB they developed our new
visual identity.
www.rotulosdecachaca.com.br

29. The history of Brazil and the World

30. Our people

31. Our nature

32. Our love for soccer

33. And our love for all Mothers in Law
The Mother in Law´s Tamer

34. WHAT ARE WE DOING?WHAT ARE WE DOING ?
Cachaça and Gastronomy, another sweet topic. We receive
recipes having cachaça as an ingredient and published then
on Mapa da Cachaça. The collaborators are chefs,
mixologists and kitcken enthusiasts.
By chef Gui Matheus

35. WHAT ARE WE DOING?WHAT ARE WE DOING ?
Main focus today
is to understand
the effects of
the different
kinds of woods
used to age
cachaça. So we
created the
Mapa da
Cachaça´s Lab.

36. WHAT ARE WE DOING?WHAT ARE WE DOING ?

37. WHAT ARE WE DOING?WHAT ARE WE DOING ?
We want to create the one and only Cachaça´s Guide with
professional tasting (Wine Spectator is a reference)
and DO IT YOURSELF KITS

38. WHAT ARE WE DOING?WHAT ARE WE DOING ?
Partnership with
Destemperados: the largest
“food experience network” of
Brazil. They have more than
100 “food hunters” around the
country.
Together, we want to map the
best places do drink
Caipirinha during the World
Cup of 2014
We already have a category
“Where to Drink Cachaça” at
Mapa da Cachaça

39. WHAT ARE WE DOING?WHAT ARE WE DOING ?
And we found a lot of people willing to create with us:
We’ve been working with Cardume
since we were a small WP blog.
Old Mapa da Cachaça logo

40. WHAT ARE WE DOING?WHAT ARE WE DOING ?
Ele: tu veio sozinha, foi?
Eu: vim.
Ele: tu tem corági, né?
Eu: hum… achu qui sim.
Ele: é, tudo é mais fáci pá quem
tem corági.
Eu: u senhor tem coragem?
Ele: rapáiz, eu tenhu’a corági
médonha!
Sabrina Duran writes for
Crônicas & Contos

41. WHAT ARE WE DOING?WHAT ARE ARE WE DOING ?
We helped Renato Figueiredo publish his book “De Marvada a
Bendita”. He now writes for Mapa da Cachaça and we are
producing events together.

42. WHAT ARE WE DOING?WHAT ARE ARE WE DOING ?
We are traveling together with the Sommelier Leandro Batista to alembics,
recording videos and producing events.

43. WHAT ARE WE DOING?WHAT ARE ARE WE DOING ?
Bia Goll is a chef at Otto Bistrot in
São Paulo. Together we are doing
events and are working on a
pepper sauces based on the
different kind of woods used to
age cachaça.
Bia is one of the many collaborators
that send us recipes to be published
at Mapa da Cachaça

45. SAIDEIRASAIDEIRA
AN ENTREPRENEUR
• Making the project alive by diversifying but always staying true to the early
concept of the project
• Creating together to create forever
• Using the web to test ideas before implementing
• Mobilizing the peers
A BRAZILIAN
• Travel all over Brazil to learn and promote more about our history and culture
A COMUNICATOR
• Work with different platforms: cinema, TV, web, books, magazines, CDs,
events…
• Explore narratives
• Help to give voice to the anyone with a good idea
My GOALS as:

46. CONTATOSCONTATOS
E-mail: felipe@mapadacachaca.com.br
Facebook: /mapadacachaca
Instagram: /mapadacachaca
Twitter: @mapadacachaca