Company from São Paulo launches the most expensive cachaça in the world – 05/12/2023 – Marcelo Katsuki

Velho Barreiro, who would say, dressed in gold to conquer its space in the luxury market. Its new release, Velho Barreiro Platinum, hits the market with a special edition priced at US$ 180,000, making it the most expensive cachaça in the world. The high value is justified: the bottle features a frame made of 550 grams of rose gold studded with 209 brilliant stones, in addition to a 0.6 carat diamond in the bottle.

The company, headquartered in Rio Claro, in the interior of São Paulo, launched this week for the press, when it was possible to taste the product. The cachaça has 40% alcohol content and is aged in amburana barrels, which give it a yellowish hue. In the mouth it has low acidity and a velvety softness, marked by a slightly sweet background and hints of vanilla.

For Cesar Rosa, CEO of Velho Barreiro, the importance of this launch lies in the continuity of the brand’s premium line, which already has the Gold, Gold and Diamond versions. “It’s a cachaça that came to break the barriers of the category, conquer new consumers”, he says.

Want to try this news? A conventional version will be launched at the Apas Show, which takes place from May 15 to 18 in São Paulo, and will be sold at retail with a price of R$ 230.

Curiosities

• The design of the piece was created by a goldsmith in France and the pieces will be assembled by a jeweler in Minas Gerais, and sold to order.
• The Velho Barreiro cachaça was launched in the 60’s by the Höffer family in Itapetininga, São Paulo. The name would be a tribute to an ancestor of the Höffer family, who had a bird of clay that he called Velho Barreiro. (Source: mapadacachaca.com.br)
• The face behind that mark is actually a mystery to this day, but you have a face with undeniable similarities to the portrait of Leonardo da Vinci, painted by Raffaello Morghen in the 18th century. The name also has a mysterious origin, it is believed that in fact the Velho was not even a person, but a bird, a joão-de-barro nicknamed Velho Barreiro. (Source: publicitarioscriativos.com)

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