How Can You Sell Cachaça When People Can’t Even Pronounce It? — With Leszek Wedzicha (United Brazilian Distilleries)

2025-05-31

Stay in the loop! Subscribe to our newsletter at The Global Glug so you never miss an episode.What happens when the world’s third most-consumed spirit is still unknown to most drinkers outside its home country? In this episode, I sit down with Leszek Wedzicha, founder of United Brazilian Distilleries and long-time advocate for artisanal Cachaça, to dive into the story behind Brazil’s most misunderstood spirit. From organizing the first-ever Cachaça Festival outside Brazil to traveling acros...

Stay in the loop! Subscribe to our newsletter at The Global Glug so you never miss an episode.

What happens when the world’s third most-consumed spirit is still unknown to most drinkers outside its home country?

In this episode, I sit down with Leszek Wedzicha, founder of United Brazilian Distilleries and long-time advocate for artisanal Cachaça, to dive into the story behind Brazil’s most misunderstood spirit. From organizing the first-ever Cachaça Festival outside Brazil to traveling across the country in search of small, honest producers, Leszek shares his mission to bring high-quality Brazilian rum to the world — and the many cultural, legal, and marketing challenges that come with it.

We talk about terroir, native woods, regulations, sipping vs mixing, and why it’s so difficult to sell a product people can’t even pronounce. Plus, Leszek shares a few exciting releases — including a 35-year-old Cachaça aged in Balsam wood — and a surprising collaboration with Charanda producer Miriam in Mexico.

🎙️ Available now on all podcast platforms.

(00:00) Introduction to Cachaça and Leszek's Journey

(02:57) The Cachaça Festival and Its Impact

(05:56) Challenges of Finding Quality Cachaça Abroad

(08:49) Understanding Cachaça Regulations and Production

(11:23) The Unique Aging Process of Cachaça

(14:27) The Future of Cachaça in Global Markets

(16:58) Regional Variations and Influences in Cachaça Production

(19:52) The New Wave of Cachaça Producers

(22:40) Cachaça as a Premium Spirit

(25:31) Conclusion and Future Prospects for Cachaça

(31:59) Navigating Alcohol Tax Challenges in Europe