Abstract
The spirit produced in Parana Coast has relevant recognition in the world scenario since the period of the Portuguese colony. Although it is important, information on this productive chain is little or scarce. In this context and in order to promote the analysis of the production and the trade of this beverage on the Porter taxonomy approach, it was carried out between August and November 2016, a descriptive exploratory study with six managers of alembic places. It was observed that the production of artisanal sugar cane spirit is characterized by the use of its own raw material and a system of spirit production that aims the production of nobler drinks in order to facilitate market insertion. The strategies adopted by the companies and that generated competitive advantage over their competitors, were the quality of the drink and the marketing system, directly to the consumer. The main implications of the activity are the excessive demands of the supervisory institutions and the high taxation practiced by the government. The perspectives of sector on entrepreneurs' view is that the segment has a favorable growth trend, due to the enduring competitive advantages that these industries have in relation to the current market, and by the perspective of growing the artisanal beverage in the Brazilian and world market. Regarding the Porter taxonomy, the predominant strategies among managers were leadership in total cost (n = 50%) and focus (n = 35%).
Highlights
The sugar cane spirit, a drink popularly known as cachaça, is produced from the sugar cane distillation process, which with fermentation converts sugar into alcohol
The production of artisanal sugar cane spirit, to the other activities related to agribusiness at Paraná Coast, in a general context, it is described as fragile and lacking of more professional aspects of commercial management that should be adapted to the producers and considered as a strong hindrance to regional development. (ANACLETO et al, 2014)
Despite the economic importance of sugar cane spirit to the Paraná Coast since the time that Brazil was a Portugal Colony, the production chain of artisanal cachaça is lacking of information about production and trade, and in this context it is urgent that producers and traders can promote adaptations in their business, since a lot of the changes are occurring in agribusiness, especially in the political, economic and technological spheres, which impose the necessity of insertion in the planning processes of the organizations (ANACLETO et al, 2014)
Summary
The sugar cane spirit, a drink popularly known as cachaça, is produced from the sugar cane distillation process, which with fermentation converts sugar into alcohol. The production of artisanal sugar cane spirit, to the other activities related to agribusiness at Paraná Coast, in a general context, it is described as fragile and lacking of more professional aspects of commercial management that should be adapted to the producers and considered as a strong hindrance to regional development.
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