A internacionalização da cachaça paraibana: uma contribuição para a sua inserção no mercado internacional

Abstract

Cachaça is considered a genuinely Brazilian drink, carrying cultural and historical aspects of the country, since its emergence is related to the country's history itself. In this context, the state of Paraíba stands out as the largest producer of alembic cachaça in the Northeast, losing ground at the national level only to the state of Minas Gerais. However, its expansion within international trade has the potential to present more impressive numbers due to its regional productive capacity and the quality of the cachaça produced. Therefore, this work seeks to present a guide for the internationalization of the cachaça produced in the state of Paraíba, through the participation of a regional cachaça producing cooperative and commercial promotion actions linked to the perspective of international marketing, in addition to the selection of a more encouraged target market for this product. In view of this, the methodology used was based on a comparative qualitative and quantitative perspective. As a theoretical contribution, the work was based on the theories of Dunning's Eclectic Paradigm (Dunning, 2015) and the Uppsala School (Johanson; Vahlne; 1977). The final results of the research confirmed the strong economic and cultural appreciation of cachaça in foreign trade and the the United States as the country with the greatest economic and commercial advantages for the effective internationalization of the product, in addition the socioeconomic valorization of the cachaça production chain in the state of Paraíba.