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

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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

(33:58) Recognition and Protection of Cachaça in Europe

(35:23) Life in Manaus and Future Plans

(36:59) Exploring Unique Cachaça Products

(40:10) Collaborations and International Projects

(43:18) Upcoming Festivals and Events

(46:28) Expanding Beyond Brazilian Spirits

(47:11) The Passion Behind the Business

(49:18) Distribution Challenges in Europe

(53:38) The Cultural Connection to Cachaça