Luttmann Brings Brazilian
Cachaça to the U.S.

Jan 14, 2009

Steve Luttmann left the advertising world to launch his own Brazilian cachaça brand, Leblon Spirits. Cachaça may be Brazil's favorite drink, but few in the US have heard of it yet. Steve talks about how to distinguish an innovative product in the marketplace. Although bartenders are becoming cachaça fans, teaching everyone else to try Leblon is Steve's next challenge.

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  1. By Down to Business Editor on Jan 14 2009 at 8:16 am

    I just came back from Rio and wow, what a culture! Much success to your company.

    Reply
  2. By John Arden on Jan 14 2009 at 1:17 pm

    Excellent interview!!! I believe cachaca is going to be the next Tequila and then some!!!!
    Leblon is the best cachaca by far!!!!!

    Reply
  3. By Felipe on Jan 14 2009 at 1:28 pm

    I had a Leblon cocktail at a great bar in London the other day, at the Trader Vic's … it was really good!!
    By the way, great show … nice topics and presented on a relax and funny way. Good luck for both!!

    Reply
  4. By Erik Carson on Jan 14 2009 at 2:10 pm

    Wow, #1 supplier of a traditional liquor. That is incredible. Steve you are a true businessman. To much more success.

    Reply
  5. By Will Coolidge on Jan 15 2009 at 7:08 am

    I tried Leblon at a restaurant in LA and it was much sweeter than other cachacas I've tried. The bartender told me they add sugar to it and then send to France for aging. It's definitely odd if they do both, especially sending it to France.

    Reply
  6. By Steve Luttmann on Jan 15 2009 at 9:06 am

    thx Pat for having me on the show. exactly what us entrepreneurs need - a place we can go to share our stories and learn from each other. the scariest part of entrepreneurship is the unknown - but unknown can be known by learning from others. and voila - no more scary. check out Mike M., the toilet paper entrepreneur interview. very inspiring, and I recommend that you watch it while sipping Leblon with Tonic and a twist of lime :)

    Reply
  7. By Carlos Eduardo Oliveira on Jan 15 2009 at 12:41 pm

    Hi Will - Leblon Cachaça is produced in Minas Gerais, Brazil, at the Maison Leblon. we do not add any sugar, and we do rest our Cachaça in vintage Cognac casks from France. we are Alambique distilled, following the Protocol Alambique for Cachaças, and work hard to show that sugar cane can be as noble as any agave, grain, or grape when treated well! to learn more, visit http://www.maisonleblon.com

    Reply
  8. By James Kurtus on Jan 15 2009 at 12:47 pm

    I've been a long time fan of all things Brazilian, including the infamous caiparinha (sp?) however I find it very difficult to find in most restaurants and bars I go to. How can I inform them of Leblon Cachaca and help with your distribution?

    Reply
  9. By Steve Luttmann on Jan 15 2009 at 7:57 pm

    Hi James -

    thx for asking.

    Leblon Cachaça is available in all 50 US States, so they just need to ask their distributor, or they can contact us directly at info@liveloveleblon.com. People are learning about Cachaça (ka-SHA-sa) and the Caipirinha (kai-pur-EEN-ya) quickly, so bartenders have to order it and learn how to use it. tell them it's a 'brazilian rum' - kind of a cross between a tequila and rum - and it makes everything from the 'national drink of brazil' - the Caipirinha - to twists on a classic. or just tastes great with tonic and a twist of lime (my favorite way to drink Leblon).

    Reply
  10. By Seth on Jan 15 2009 at 7:58 pm

    I didn't know much about cachaca and after seeing this video clip I did some research on Leblon and it really seems that they are really working hard to teach americans about a little known spirit. I also found some great videos on youtube by searching liveloveleblon!

    Reply
  11. By Will Coolidge on Jan 16 2009 at 7:28 am

    Thanks for the explanation Carlos. So Leblon is not sent to France for aging and bottling?

    Reply
  12. By Marina on Jan 16 2009 at 3:21 pm

    otimo. had Leblon at the opening of Alex Atala's Dalva e Dito in Sao Paulo this week. gostei muito! parabens!

    Reply

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