Mapa da Cachaca na #

WHOWHO?

WORK Paralelo Multimidia – www.paralelomultimidia.com.br

STUDY Imagem e Som at UFSCar and Digicorp at USP

WHAT ELSE • Writes about technology and digital culture at www.dereperente.com.br

• Plays in a band called Salt’n Pepper• Has a dog called Ozzy• Knows how to code in NCL (Brazilian

Digital TV standard), but doesn’t know why.

• Tuesday is Truco’s Day and Friday is Fancy Drunk Friday after 6pm at the "Pacaembu Mansion (our co-working space)”

VISIT USR. Itápolis,

Felipe Jannuzzi. Multimedia Producer from São Paulo.

Created in 2010 by Felipe Jannuzzi and Gabriela Barreto

WHAT IS CACHAÇAWHAT IS CACHAÇA? CACHAÇA?

Cachaça is a distilled spirit produced in Brazil from fresh sugar cane juice. Its alcohol graduation goes from 38% to 48%. Cachaça was first made around 1530-1540 in Pernambuco or São Paulo (or Ilha da Madeira in Portugal – but don’t tell anybody!). Only in 2013 it was recognized as a Brazilian spirit by the USA government.

IF YOU DON’T KNOW CACHAÇA, I AM SURE YOU HEARD ABOUT:

Ingredients:1 lime, quartered2 tsp fine sugar2 oz cachaça

Preparation:Place the lime wedges and sugar into an old-fashioned glass.Muddle well.Fill the glass with ice cubes.Pour in the cachaca.Stir well.Note: Keep the sugar mixed in the drink by stirring often.

CAIPIRINHA

HOW IT STARTEDHOW IT STARTED?

It all started with a book about wine and

war.

At the end of the war they found thousands and thousand of French wine and champagne at the Eagle’s Nest in Germany.

If the French has the champagne, the Mexican has the Tequila, the Scotch the whisky and the Russian the Vodka, Cachaça is the beverage that represents the Brazilian

culture and history.

ON THE ROADON THE ROADFor the past three years, we’ve been documenting with photos, videos and texts the stories of the cachaça’s producers. From the smallest to the largest. From the oldest to the newest. From North to South. East and West. Everywhere we went we found an alembic and a good story.

ON THE ROADON THE ROADWe have thousands of photos and about 100 videos so far. They are in www.mapadacachaca.com.br, in our social networks and in partner´s channels. All our content are registered as Creative Commons

CACHAÇA IS EVERYWHERECACHAÇA IS EVERYWHERE There are more than 4.000 labels and

40.000 alembics!!!

CACHAÇA IS EVERYWHERECACHAÇA IS EVERYWHERE How are we gonna tell those stories?

So we created a map so everybody can collaborate and register a cachaça alembic!

In December 2012, the Ministry of Culture said this was the best cultural mapping initiative of that year.

www.guia.mapadacachaca.com.br

PROFILEPROFILE

Anyone can collaborate with technical information, the history of the alembic, curiosities and photos. Users can also find in the profile “where to drink” and make direct contact with the cachaça producer by e-mail.

WHAT ARE WE DOING?WHAT ARE WE DOING?

We want to talk about:

• Music, • Food, • Tourism,• Design,• Drinks,• History,• Economy,• Trends,• Brazilian

lifestyle, • etc…

WHAT ARE WE DOING?WHAT ARE WE DOING ?

And we found a lot of people willing to create with us:

• Web entrepreneurs,

• chefs, • web-developers, • researchers, • academics, • mixologists, • sommeliers, • musicians, • designers, • writers, • photographers, • movie-makers, • etc…

WHAT ARE WE DOING?WHAT ARE WE DOING?

With musicians from Brasilia and the talented composer Alessandro Corrêa we created a CD with 12 instrumental tracks. It is a musical map of the cachaça alembics representing our main Brazilian music´s styles: samba, frevo, forró, chorinho, milonga, etc…

Milonga – Bebida Nacional

Paraty – Bebida Nacional

WHAT ARE WE DOING?WHAT ARE WE DOING ?

Mariana Jorge is a designer at FIB (Fábricas de Ideias Brasileiras). She writes about cachaça’s labels at Mapa da Cachaça. We are working on a book about cachaça and the Brazilian design.

At FIB they developed our new visual identity.

www.rotulosdecachaca.com.br

The history of Brazil and the World

Our people

Our nature

Our love for soccer

And our love for all Mothers in Law

The Mother in Law´s Tamer

WHAT ARE WE DOING?WHAT ARE WE DOING ?Cachaça and Gastronomy, another sweet topic. We receive recipes having cachaça as an ingredient and published then on Mapa da Cachaça. The collaborators are chefs, mixologists and kitcken enthusiasts.

By chef Gui Matheus

WHAT ARE WE DOING?WHAT ARE WE DOING ?

Main focus today is to understand the effects of the different kinds of woods used to age cachaça. So we created the

Mapa da Cachaça´s

Lab.

WHAT ARE WE DOING?WHAT ARE WE DOING ?

WHAT ARE WE DOING?WHAT ARE WE DOING ?We want to create the one and only Cachaça´s Guide

with professional tasting (Wine Spectator is a reference)

and DO IT YOURSELF KITS

WHAT ARE WE DOING?WHAT ARE WE DOING ?

Partnership with Destemperados: the largest “food experience network” of Brazil. They have more than 100 “food hunters” around the country.

Together, we want to map the best places do drink Caipirinha during the World Cup of 2014

We already have a category “Where to Drink Cachaça” at Mapa da Cachaça

WHAT ARE WE DOING?WHAT ARE WE DOING ?

And we found a lot of people willing to create with us:

We’ve been working with Cardume since we were a small WP blog.

Old Mapa da Cachaça logo

WHAT ARE WE DOING?WHAT ARE WE DOING ?

Ele: tu veio sozinha, foi?

Eu: vim.

Ele: tu tem corági, né?

Eu: hum… achu qui sim.

Ele: é, tudo é mais fáci pá quem tem corági.

Eu: u senhor tem coragem?

Ele: rapáiz, eu tenhu’a corági médonha!

Sabrina Duran writes for Crônicas & Contos

WHAT ARE WE DOING?WHAT ARE ARE WE DOING ?

We helped Renato Figueiredo publish his book “De Marvada a Bendita”. He now writes for Mapa da Cachaça and we are producing events together.

WHAT ARE WE DOING?WHAT ARE ARE WE DOING ?

We are traveling together with the Sommelier Leandro Batista to alembics, recording videos and producing events.

WHAT ARE WE DOING?WHAT ARE ARE WE DOING ?

Bia Goll is a chef at Otto Bistrot in São Paulo. Together we are doing events and are working on a pepper sauces based on the different kind of woods used to age cachaça.

Bia is one of the many collaborators that send us recipes to be published at Mapa da Cachaça

SAIDEIRASAIDEIRA

AN ENTREPRENEUR

• Making the project alive by diversifying but always staying true to the early concept of the project

• Creating together to create forever• Using the web to test ideas before implementing• Mobilizing the peers

A BRAZILIAN

• Travel all over Brazil to learn and promote more about our history and culture

A COMUNICATOR

• Work with different platforms: cinema, TV, web, books, magazines, CDs, events…

• Explore narratives• Help to give voice to the anyone with a good idea

My GOALS as:

CONTATOSCONTATOS

E-mail: felipe@mapadacachaca.com.br

Facebook: /mapadacachaca

Instagram: /mapadacachaca

Twitter: @mapadacachaca