Cauim Commercial Discovery of An Ancestral Brazilian Beverage

[CAUIM
– THE COMMERCIAL DISCOVERY OF AN ANCESTRAL BRAZILIAN BEVERAGE 1

Cauim – The Commercial

Discovery of an Ancestral Brazilian

Beverage
Luiz Pagano
FGV -‐ International Business and Foreign Trade
ESPM -‐ BRANDING
May 9th, 2023 Cauim – The Commercial Discovery of an Ancestral Brazilian Beverage 1

ABSTRACT

This article presents a business project based on the development and marketing
of Cauim, a traditional Brazilian indigenous alcoholic beverage that is beginning to
be produced using modern methods and commercialized to the general public. An
excellent change of paradigms that in addition to generating resources for the
opting villages, can promote knowledge and appreciation of their culture. In April
2022, a public consultation was held for the revision of Decree No. 6,871, of
06/04/2009, which regulates Law No. 8,918, of July 14, 1994, on alcoholic
beverages, with the enactment of the new legal provision, which includes Cauim in
the regulation of alcoholic beverages, a huge opportunity arises to project Brazilian
ancestral culture, inside and outside Brazil. The article presents a suggested
business plan for the creation of Cauim production and marketing units, with an
estimated return of 18 months.

This project brings hope for the preservation and appreciation of Brazil's rich
cultural diversity.

Keywords: CAUIM;; Sustainable development;; indigenous ethnic groups;; forest
conservation;; indigenous villages;; prospenomics;; sustainable economy;; Cauim
Tiakau
SUMMARY

What is Cauim?
Disclosure
1st Respect for our ancestors
2nd Respect for the beverage
Introduction
1- Executive Summary

FIRST PART - Suggestion of Production Processes Introduction and Product
Acculturation
1.1- Production
1.2 - Who are we?
The Cauim by Luiz Pagano
1.2 - A Road Map for Introduction
1.3 - A Road Map for Introduction
1.4 - The importance of the new category of alcoholic beverages ‘Cauim’
1.5 - The art to successfully produce and introduce Cauim
1.6 - The science to successfully introduce Cauim
2
[CAUIM – THE COMMERCIAL DISCOVERY OF AN ANCESTRAL BRAZILIAN BEVERAGE] 3

French Scholl of AcculturationPart
1.6.2 – Entry Timing
1.6.3 - Unexpected Acceptance & Governance Factors
1.7 – ‘DOs & DON’Ts’
1.8 – Conclusion

SECOND PART – My Strategies
2.1 - The Proprietary Company - CAUIM TIAKAU
2.2 - Cauim Production Units
2.3- Point of Convergence
2.4- Market analysis
2.5- Marketing strategy
2.6 - Operational Plan
2.6.1 Production Methods – Enzymatic or Senna
2.6.2 Production Methods – Japanese or Pagano
2.7 - Partners
2.8 - Financial Plan
2.9- Events
2.9.1 - Paired dinner at Hotel Toriba
2.9.2 - Lectures on Historical Background
2.9.4 - Anhangá Festival in the Anhangabaú Valley (São Paulo important central
neighborhood)
2.10 - Swot Analysis - Strengths
2.10.2 – Swot Analysis – Weaknesses
2.10.3 – Swot Analysis – Opportunities
2.10.4 - SWOT Analysis - Risks
2.11 - Conclusion

Bibliographic References

What is Cauim?

Cauim is a traditional fermented beverage that has been produced and consumed
by indigenous communities in different parts of Brazil for centuries. It is made from
Mandioca (Manihot esculenta Crantz, a kind of Brazilian cassava also known as
manioc or yucca) and typically has a low to moderate alcohol content.
Cauim – The Commercial Discovery of an Ancestral Brazilian Beverage 3

Figure 1 Allegorical Fontaine of Cauim, the chewing of cassava to break down starch into sugars -
Ancient Tupi Aîpi o- su'u su'u I nomu - Luiz Pagano Tupi Pop

The process of making Cauim involves fermenting cassava roots or cassava
starch, which are first chewed or grated to break down the enzymes and convert
the starches into sugars. The chewed or grated cassava is then mixed with water
and left to ferment in large vessels, often made from clay or wood. During
fermentation, natural yeasts present in the environment convert the sugars into
alcohol, resulting in the production of Cauim.

Cauim holds great cultural and social significance for indigenous communities. It is
an importat part of religious rituals, ceremonies, and social gatherings, serving as a
symbol of community unity and ancestral traditions. Songs, dances, and
storytelling, reinforcing the cultural and spiritual connections of the indigenous
people with their land and heritage, often accompany the preparation and
consumption of Cauim.

In recent years, due to Luiz Pagano and Hildo Sena efforts, Cauim has begin to
gain attention beyond indigenous communities, with some efforts made to promote
and commercialize the beverage to a wider audience. These initiatives aim to
preserve and celebrate indigenous culture, while also providing economic
opportunities for the communities involved in Cauim production. However, it is
essential to approach the commercialization of Cauim with sensitivity and respect
for indigenous traditions, ensuring that it is done in collaboration with the
communities and in a way that preserves the cultural integrity of the beverage.
4

Disclosure

It is very important to emphasize two basic points, fundamental pillars that give
shape and content to the project.

1st Respect for our ancestors

Cauim is the generic name given to the fermented manioc alcoholic beverages,
defined as such in several Portuguese language dictionaries, which should not be
confused in any way with cauinágem, an ancestral ritual of Brazilian immaterial
culture, pre-Columbian, still celebrated today in several villages, whose dynamics
vary from ethnicity to ethnicity and deserve all our love, admiration and respect.

We must never reduce this ritual and all its cultural context, of such importance
and relevance, to a mere drink for recreational use.

2nd Respect for the beverage

Still considering the 1st point above, within my purpose of culturally rescuing the
village of Inhapuambuçu, the village of São Paulo de Piratininga, Tupi Antigo (old
Tupi language) and Cauim, I strongly suggest taking into account all the religious
and cultural aspects involved in preparing the drink, using Tupi names for the
processes and having due respect for the evocations of the goddess Mani, as
suggested by indigenous consultants from different ethnic groups, who helped me
in the development of the project.


Introduction methods of production;; provide tips
and guidance on how to promote this
The Cauim Project, as the name acculturation in a respectful manner,
implies, aims to recreate the oldest preserving the authenticity and
and most emblematic Brazilian tradition of the ancestral beverage. A
alcoholic beverage, Cauim, in order to collaborative format, similar to a wiki,
value Brazilian culture, more will be proposed, allowing others to
especially indigenous cultures, contribute their knowledge and enrich
promoting their protagonism, with the project on a multiplicative scale.
sustainable development of the
communities involved in the process. The second part will outline our
strategy for implementing the project,
The project was conceived in 2006 the steps and actions required to
and has been ongoing ever since. establish Cauim as a recognized and
respected beverage category in the
1- Executive Summary market. The business plan includes
market research and analysis to
This paper aims to address the identify target consumers, market
promotion of the acculturation of trends, and potential competitors. It
Cauim, an ancestral indigenous also outlines the production process,
beverage, with the purpose of quality control measures, and
creating a new category of drinks and distribution channels for Cauim.
capturing consumers both in Brazil Additionally, this section highlights the
and worldwide. financial aspects of the project,
including cost estimation, revenue
projections, and potential funding
sources.

The aim is to provide a
comprehensive and practical
roadmap for successfully introducing
Cauim to the market and building a
sustainable business around this
cultural beverage.

Figure 2 Tupi Pop Art by Luiz Pagano

The first part of the study will give
some basic information about the
6

FIRST PART - Suggestion of Japanese beverages, is used
Production Processes Introduction to break down starch into
and Product Acculturation sugars;;

1.1- Production 1.1.3 – The third method is the Sena
method or enzymatic method,
Currently, there are three methods of where the starch is broken
producing Cauim: down by laboratory enzymes.
This method allows for precise
control over the fermentation
process and can be used to
produce Cauim with specific
characteristics.

Each method has its own unique
characteristics and significance. The
choice of method depends on the
cultural/market context, available
resources, and desired outcome.

1.2 - Who are we?

Figure 3 Tupi Pop Art by Luiz Pagano
1.1.1 - The first is the ritualistic

method performed in
indigenous villages, which
involves breaking starch into
sugars using salivary amylase,
this form of production is
Figure 4 - Hildo Sena and Luiz Pagano
exclusively for ceremonial
purposes and is not intended Luiz Fernando Pagano Brundo
for commercial market, as this
sort of Cauim is considered Business consultant specializing in
part of a sacred ritual;; product acculturation, with an
extension course in Marketing from
1.1.2 - The second method is known ESPM (2017), a postgraduate degree
as the Japanese method or in International Business from FGV-
Pagano Method, named after PEC (1992) and a degree in business
Luiz Pagano. In which koji administration from UNIFIEO (1990);;
(Aspergillus oryzae), a fungus with extensive experience in product
used in the production of SAKE introduction in the Brazilian market
and various other traditional (Flash Power, Red Bull, Franziskaner

Weiss Bier, Löwenbräu, Russian Classics Collection. Kindle edition,
Vodka, Russkiy Razmer, Veda Waltz 2014) had a remarkable impact on me
Boston, Veuve Clicquot Ponsardin);; to the point of creating a comic book
plastic artist, creator of projects of entitled "Os Heróis da Bruzundanga"
value to Brazilian culture and the with characters created from his
environment (Tupi-Pop artistic works.
movement started in 2010, TEMBIU
2015, alongside chefs Tiago and I remember that I got so involved with
Felipe Castanho, valuing elements of the character of Quaresma that
the Amazon in haute cocktails, and wanted Tupi as the national language,
the Capivara Parade 2016 in Curitiba, to the point of awakening in my heart
ecological manifestation campaign in the perception that we too should
Brazilian urban centers);; have a drink that represented us as
powerfully as sake in Japan or tequila
- Pagano Method Patent Application In Mexico. And so Cauim ended up
INPI BR10 2017 013711 2 being the essence I was looking for.

The Cauim by Luiz Pagano It is important to point out that, with all
the respect and love that I have for
Producing Cauim is an essentially the product, cachaça plays a part in
Brazilian and essentially Tupi Affair. It this role, mainly because of Caiirinha,
is much more about rescuing our an essentially Brazilian drink that my
roots than about making the alcoholic great friend, Mestre Derivan, made so
drink itself, this work reflects a journey much effort to place as a Brazilian
of fascination through Brazil and drink in IBA next to Rabo de Galo
being Brazilian, from a very young (brazilian drink that satire with an
age I was captivated by the cultural English word ‘cocktail’).
and historical richness of this
extraordinary country, since when I But even so, cachaça does not have
listened to stories from Pará, the potential to represent Brazil with
Amazonas and Mato Grosso told by as much authenticity as Cauim, since
my great-uncles, with each passing other drinks made from sugar cane
year I tried to enrich even more my are present around the world, a raw
compendium of Brazilian aspects with material that is not even from the
novelties that most enchanted me. Americas, Cauim made of the very
Brazilian cassava, by our most
As an artist, I created a personal art ancient ancestors fulfills this role
style that I call Tupi-Pop (which perfectly
illustrates this post), in which I try to
enhance our elements with a national I have been working for more than 30
passion, similar to the one that the years with the introduction of products
Japanese cultivate in their own on the market, many of which are
history, but it was through literature , beverages, I learned from the French
mainly from the works of Lima school of beverage marketing that a
Barreto, which I found a deep dish paired with a drink is a way of
connection with the Brazilian identity. introjecting the culture of a given
The book "Triste Fim de Policarpo geographic region, hence the
Quaresma" (The decline and fall of importance of Denominations of
Policarpo Quaresma. Tradução Origin.
Francis K. Johnson - Brazilian
8

I feel immense gratitude for being Science and Technology with an
able to contribute to the appreciation emphasis on Postharvest Physiology
of our history and culture through and Beverage Technology, professor
Cauim. I realized that there is of higher education in the Higher
immense potential in our traditions Course of Technology in Biofuels at
and that they are often the Faculty of Technology (Fatec) of
underestimated or even forgotten - so Araçatuba-SP administered by the
I decided it's time to change that. State Center for Technological
Education Paula Souza (CEETEPS)
Brazil is a nation of exciting and for the disciplines of Instrumental
fascinating stories, but they don't Analysis, Unit Operations,
always receive the attention they Fermentation Processes and
deserve, a good example is that we Bioethanol Production;; still master by
had our own "gold rush" with CANA BRASIL (2016), researcher in
expeditions of flags even more daring the area of fermented-carbonated and
than the American ones of Jack fermented-distilled and/or rectified
London, which deserved to have been beverages;;
told with the same enthusiasm and
emotion, but unfortunately very few - Sena Method Patent Application
writers have given voice to our heroes INPI BR10 2019 015534 5
to relate the unimaginable dramas
and extraordinary adventures. 1.3 - A Road Map for Introduction

This project in my hands is the result As I said before, I'm not going to talk
of my passion for Brazil, my belief in about my specific strategies here, the
the strength of culture and the idea is to offer a 'road map' for
importance of celebrating our history, anyone who wants to follow in my
it is ultimately an exciting journey that footsteps with their own strategy.
will lead us to discover the essence of
our ancestral people, our identity and The study also investigates the
its connection with the past. motivations for reviving and promoting
Cauim as a commercially available
I hope that, by reading these pages, beverage to the general public. The
you will also become involved in this importance of the market is
love for Brazil and our culture, and examined, highlighting opportunities
that you will help me to make this for Cauim in the beverage industry. In
drink stick, that you will be inspired to addition, a comprehensive analysis of
value and celebrate all that we are cases of successes and failures is
and that, together, we can strengthen presented, extracting valuable
the ties that bind us together as a lessons for the introduction of Cauim.
nation.
Subsequent chapters focus on
Hildo Costa de Sena marketing strategies, covering
targeting, product positioning,
Master in chemical engineering from communication, distribution, and
UNICAMP (2011) and chemical pricing. The involvement of
engineer from the Federal University indigenous communities, holders of
of Sergipe, Brazil - UFS (2008);; ancestral knowledge of the ritualistic
researcher in the area of Food consumption of Cauim, is discussed,

emphasizing the importance of knowledge transmitted from
preservation and cultural generation to generation;;
collaboration. The work also
discusses the importance of 1.4.3 - Stimulus to the Local
sustainability and social responsibility Economy: The introduction of CAUIM
in the production of Cauim, in the market boosts the local
considering the environmental impact economy, benefiting the indigenous
and the reinvestment in indigenous communities that produce the drink.
culture. By studying these aspects, The production and commercialization
this research aims to provide a of CAUIM can create employment
roadmap to successfully introduce and income opportunities for these
and acculturate Cauim, ensuring its communities, generating a positive
recognition as a culturally significant and sustainable economic impact.
beverage in the Brazilian market.
A good example is the possible
1.4 - The importance of the new replacement of the use of sago in the
category of alcoholic beverages Japanese method:
‘Cauim’

The introduction of a new beverage
category, such as CAUIM, in the
Brazilian and world markets can bring
a series of significant benefits. These
benefits encompass cultural,
economic, social and environmental
aspects, among others. Below, let's
explore these benefits in detail:

Figure 5 Replacing cassava pearls (sagú /
1.4.1 - Cultural Diversity: The itaitinga beiju) with flour from Bragança, in the
introduction of CAUIM in the market State of Pará, can generate enormous
contributes to cultural diversity, qualitative benefits for Cauim, as well as
enormous commercial potential for valuing the
promoting the preservation and beverage produced in that region
appreciation of ancestral traditions.
CAUIM is a beverage traditionally One of the points proposed in this
consumed by several indigenous article is the 'Wiki' effect, in which,
cultures in Brazil, and its entry into the when a process is presented to the
market expands the offer of general public, innovation grows
beverages, providing consumers with exponentially according to the number
a unique and enriching experience;; of readers who try to redo the
experiments, a good example of what
1.4.2- Valuing the Cultural Heritage: can be improved is the use of the raw
By introducing CAUIM to the market, material of the Japanese Method
the cultural heritage of the indigenous (Pagano).
communities that have produced and
consumed this drink for centuries is When I was in the process of
valued. This contributes to the developing the Japanese Method, I
recognition and respect for realized at the time that cassava
indigenous culture, helping to could be an ideal substitute for the
preserve their traditions and starch, lipid, protein, as well as other
substances that make rice a
10
1

chemically perfect substrate for koji,
but my experiences with cassava in 1.4.5 - Innovation and Differentiation:
natura, as well as its starch, did not The introduction of CAUIM as a new
show satisfactory results because koji beverage category brings innovation
not only requires chemical similarities, and differentiation to the market. This
but also specific morphological ones - provides consumers with a unique
the shape and texture of rice directly and authentic option, differentiating
influence Koji's growth. itself from conventional beverages
and offering a distinct sensory
Realizing this in our experiments, I experience;;
used cassava pearls (sagú / itaitinga
beiju) as a more suitable substitute for
rice and it worked well, but I
recognize now that if anyone, from
any other ethnicity/community who
chooses to be from the State of Pará,
can replace sago with Bragança
water flour, especially if the producer
makes an effort, in the production
process, to try to obtain physical
properties similar to those of rice
when producing the flour.
Figure 6 Guides of troops on horseback - Tupi
Pop art by Luiz Pagano
This would be an important step for
Cauim, both in creating more 1.4.6 - Environmental Responsibility:
advanced sensory properties and in CAUIM, when produced in a
increasing its commercial appeal, traditional way, generally uses natural
since in May 2021 the Farinha de ingredients and sustainable
Bragança de Caeté (mandioca / processes. This can contribute to a
cassava flour from this specific more responsible approach towards
region) received the title of the environment, encouraging
Geographical Indication from the sustainable production practices and
INPI, which generates a enormous the use of organic ingredients;;
commercial potential for valuing the
Cauim produced in that region, 1.4.7 - Cultural Exchange: The
greatly increasing the success of the introduction of CAUIM in the Brazilian
Cauim acculturation process, before a and world market promotes cultural
more sophisticated public;; exchange, allowing people from
different origins and nationalities to
1.4.4 - Cultural Tourism: The know and appreciate this traditional
presence of CAUIM in the market can drink. This strengthens ties between
attract tourists interested in cultures, encourages intercultural
experiencing the indigenous culture dialogue and promotes greater
and tasting this traditional drink. This understanding and respect for
boosts cultural tourism, promoting diversity;;
visits to indigenous communities,
sustainable tourism and appreciation
of less explored tourist destinations.
1

1.5 - The art to successfully was known for suggesting hundreds
produce and introduce Cauim of uses for peanuts.

Although this text deals mainly with Among his many contributions, he
generic strategies and I have stated created the 'Indigo' blue that we use
that I would not address individual in Jeans and pigments from several
experiences, I open a parenthesis other plants aimed to increase the
here to talk about my artistic drivers, prosperity of the individual through
since, from an artistic point of view, agriculture.
the creative needs to be bombarded
with references to create something
robust. Interacting with these
references and how the creative uses
them are key to achieving creative
results. Based on that, I would like to
share some of my personal
motivators and references, which
served as the basis for my creation.

As for the production of Cauim, I did
what everyone who wants to produce
Cauim does, I cooked the cassava
and chewed it, using my own salivary
amylase, as is done in the villages.
After that I explored some possibilities
that didn't result in success until I
understood the similarities with sake

and researched koji and with that I Figure 7 - Doctor George Washington Carver
created the Japanese method. was an American scientist, educator and
inventor - Photo courtesy of the National
Archives and Records Administration. “I love
My biggest inspiration for the to think of nature as an unlimited broadcasting
development of the Japanese method station, through which God speaks to us every
hour, if we will only tune in.” With this speech,
of producing cauim was George Dr. Carver demonstrates how we should
Washington Carver. proceed with our efforts to create Cauim,
combining the discoveries of scientific
knowledge in perfect harmony with all the
George Washington Carver spirituality involved in Cauim and Cauinagem.
(Diamond, Missouri, 1864 or 1865 -
Tuskegee, Alabama, January 5, Soy and peanuts was the object of
1943) was born during the time of Carver's great and pioneering
slavery, he suffered a lot, but he research, which are still the basis of
never let himself be reduced by it. He the American and world food industry.
was an American botanist, inventor, He was a pioneer in the application of
scientist, painter and agronomist (self- substances derived from agriculture
taught) who worked in the agricultural for the chemical industry, chemolurgy,
expanse of the southern United as well as in research on soybeans
States of America. transformed into plastic, used by
Henry Ford in the automotive
He taught former slaves agricultural industry. His story and contributions
techniques for self-sufficiency and profoundly influenced me in the
search for a meticulous, innovative
12
1

scientific approach without neglecting artistic expression of Tupi pop. Along
the human sensitivity linked to the with the fact that the "Correa" in my
spiritual side of the object of study. surname goes back to Diogo Álvares
Correa, Caramuru who, when he
Carver, like me, shared a burning married Catarina Paraguaçú on July
desire to pursue his passion, painting. 30, 1524, celebrated the first union of
He had the habit of waking up before love, Adam and Eve who formed the
everyone else, around 4:00 am, and whole Brazilian people.
roaming the fields, believing that he
managed to establish a connection These points of authenticity connect
with God during these times. me deeply with indigenous roots and
inspire me to share this cultural
His hyper-interest in peanuts and heritage with people today.
cotton, as well as his detailed studies
through careful observation and This ancestral link with the region and
meticulous experimentation, resulted the historical figures that inhabited it
in the creation of a wide variety of strengthens my determination to
products. promote Cauim as a genuinely
Brazilian drink and a symbol of the
This dedication and perseverance by rich indigenous culture. These
Carver was a powerful example for historical elements are an integral
me as I sought to develop my own part of the history of Brazil and my
method for producing cauim. history. In this way, it is my mission to
bring them to the fore, valuing and
As far as my personal historical disseminating this cultural heritage for
drivers are concerned, an element of present and future generations.
authenticity that drives my proposal to
bring indigenous culture to the people By recognizing the importance of
of today is my Brazilian historical these historical references and seeing
heritage. My grandmother, Dona them as sources of authenticity, I feel
Zuzú, Emília Correia de Moraes, was even more motivated to bring
born and raised in the historic triangle indigenous culture to today's peoples,
of São Paulo, in the mansion on Rua through Cauim and the artistic
da Glória number 4, a region that expression of Tupi pop. It is a way of
dates back to the ancient village of honoring the past, preserving our
Inhapuambuçu, home to the iconic cultural identity and creating a lasting
Morubixaba (clan leader) Tibiriçá, legacy that celebrates the richness
Padre Anchieta and Manoel from and authenticity of Brazilian
Nobrega, founders of the São Paulo indigenous culture.
city. I imagine that at some point,
Tibiriçá invited João Ramalho to a I fully understand that the work of
cauinagem to celebrate and worship Cauim acculturation goes beyond the
the spirit of Anhangá, in the limits of my lifetime, I recognize that
Anhangabaú Valley. the creation of this new category is a
difficult and long journey, which needs
These historical and cultural elements to be continued and taken forward by
come to life in my proposal for the other generations after me. In this
acculturation of Cauim and in the sense, art plays a crucial role, as it is
3

capable of transmitting the essence of Part 1.6.1 The Science of Marketing –
Cauim and Tupi pop in an impactful
and immediate way. Throughout the history of Brazil, there
have been several attempts to
Through art, people's imagination can reproduce Cauim, without the use of
be captured, awaken their curiosity salivary amylase, and to offer it to the
and engage them in a dialogue about general public, but these attempts
Brazilian indigenous culture and the were never successful.
importance of Cauim. Art has the
power to communicate beyond words, The question that arises is "why was
conveying emotions, stories and Cauim never made available to the
ideas in a visually appealing and general public?"
emotionally engaging way.
The answer can be divided into two
By using art as a vehicle of parts:
expression, we can reach different
audiences, awakening their interest -The first is that there was no effort to
and involvement with Cauim. It is acculturate and;;
through art that we can establish an
initial connection with people, -The second is that Brazil's ethylic-
awakening in them their curiosity and culinary traditions are recent in
the desire to explore this ancient drink history, although Pará and Salvador
and the indigenous culture that have their own style and São Paulo
surrounds it more deeply. Art has the has gained international fame with
ability to transcend the barriers of several positive points in the Michelin
time, preserving and transmitting the Guide, the development of our
essence of Cauim throughout gastronomy is still in the adolescence
generations. Through artistic of the process of development. The
creations, we can tell stories, transmit same goes for drinks.
knowledge and preserve cultural
memory, ensuring that Cauim's Ever since the colonizers had their
legacy is perpetuated for future first contact with Cauim, they tried to
generations. make it the drink of choice locally, but
they rejected the idea because it was
Therefore, I recognize that the work of produced with the saliva of
Cauim's acculturation must be carried indigenous women, as reported by
forward by other generations, and art the creator of structuralist
plays a fundamental role in this anthropology, Claude Lévi-Strauss in
process. It is through artistic Tristes tropics , 1955 "of the
expression that we can impactfully manufacture of cauim fermented by
communicate the essence of Cauim, the saliva of virgins... it continues,
awakening people's interest and intermediate between beer and soup,
connection with this ancestral drink and its tasting is accompanied by an
and with the rich indigenous culture instinctive repugnance".
that surrounds it.
Lery also tells in the 1578 Histoire
d’un voyage faict en la terre du Brésil
1.6 - The science to successfully that the Portuguese tried to produce
introduce Cauim the so-called clean cauym, “grinding

14
1

and cooking the cassava, without the In other words, Cauim will never catch
chewing process;; but it did not work”. on commercially if it doesn't have a
targeted acculturation effort, creating
The fact is that the breakdown of a new category and making them
starch into sugars, a very simple accepted by the general public.
technology, has always been the
great barrier, with unsuccessful French Scholl of Acculturation
attempts and almost always
unsatisfactory results. French cultural marketers are
recognized as the best when it comes
The first time I had the privilege of to associating beverages such as
drinking Cauim, in ancestral rituals, I wines and cognacs with food and
was very moved. I found freshness promoting acculturation through
and unique flavors in the drink, which, elaborate storytelling, with great
in my opinion, characterize it as the ability to delight consumers after
Brazilian drink par excellence. gastronomic and alcoholic
experiences, in a carefully created
The second great pleasure came environment, in which every detail
when we recreated the drink using contributes to a great mental impact.
modern production methods, almost A notable example is the case of
450 years after João Ramalho Champagne wines, which were
toasted with Tibiriçá at considered even unpalatable
Inhapuambuçu, an emotion I will compared to their competitors in
never forget. Bordeaux and Burgundy, but with the
sudden appreciation for the sensation
In another intriguing episode, during a of bubbles (the "prisse de mousse")
visit to Kyoto to buy Koji from a by English consumers, Dom Pérignon
traditional company called Hishiroku and Dom Ruinard, who realized the
Moyashi, I discovered that a market potential in the 17th century,
Japanese descendant had tried to improved the production process and
produce a specific type of Koji created all marketing around
capable of breaking down cassava champagne.
starch in the 1970s. The individual
never returned, and the Cauim As I had the opportunity to work with
project, which could have started French people at Veuve Clicquot and
back there, was abruptly interrupted. Pernod Ricard for more than 10
years, I adopt methods of
Finally now, after almost 450 years acculturation of French products and
since it was taken into the family by am inspired by provoking
Tibiriça and joão ramalho, cauim is extraordinary experiences with the
resurrecting as a drink intended for product, aiming to create an
consumption outside the limits of incredible imprint in the consumer's
indigenous villages. Their dedication mind.
and innovation paved the way for
cauim to be reintroduced to the But first of all, what is 'Acculturation'?
general public, marking a significant
milestone in its rebirth. Acculturation is a phenomenon that
occurs when different cultures come
5

into direct contact with each other, one expects another to behave. The
resulting in changes in the original best way to understand culture and to
cultural patterns of both. There are explain how culture works and how it
several definitions, such as the one has changed over the years. For
proposed by Redfield. (1936): example, many anthropologists now
prefer the term "enacted" (rather than
"...those phenomena which result learned), which recognizes that
when groups of individuals with people not only passively accept
different cultures come into direct culture but actively create it (cf.
contact, with subsequent changes in Keesing 1974;; Swidler 1986).
the original cultural patterns..." (p.
149). Swidler (1986) in his penetrating
analysis sees culture as shaping a
At its summer seminar in 1954, the repertoire or "toolkit" of habits, skills,
Council for Social Research proposed and styles from which people
the following definition: construct "strategies for action" (p.
273). To act purposefully, the
"...cultural change that is initiated by individual needs procedural and
the conjunction of two or more contextual knowledge, that is,
autonomous cultural systems..." domain-specific knowledge that
(SSRC 1954, p. 974) allows for "contextual rationality"
(March, 1978, p. 592), in addition to
In the context of marketing, rules and procedures to exhibit
acculturation can be seen as a "procedural rationality" (Simon 1978,
powerful resource for the presentation p. 8). The acquisition of a repertoire of
and subsequent acceptance of new habits and skills, as proposed by
products and services, taking into Swidler (1986), reflects the belief that
account cultural influences and knowledge relevant to exhibiting
adapting them to the needs and intentionally rational behavior can be
preferences of consumers, as learned or performed in a specific
denoted by Kroeber and Kluckhan context, and that this knowledge can
(1952). ): be (more or less) limited by context.

"...we think that culture is a product;; it Cauim is an alcoholic beverage
is historical;; it includes ideas, obtained by the simultaneous
standards and values;; it is selective;; it saccharification and co-fermentation
is learned;; it is based on symbols;; of cassava, which was and still is
and it is an abstraction of behavior ritualistically produced by several
and products." All cultures are, to a Brazilian indigenous cultures. In this
large extent, made up of open and sense, their cultural and historical
patterned ways of behaving, feeling, significance is of extreme importance,
and reacting. But cultures also include and rescuing them for the general
a characteristic set of unspoken public must be done through a perfect
promises and categories that vary acculturation approach, essential for
widely across societies (p. 157). their better readjustment.

This quote reflects the beliefs that A crucial aspect of acculturation is
culture is learned and shared with understanding the unique cultural
others, and it influences not only how elements of each of the ethnicities
one person behaves, but also how and adapting them in a respectful and
16
1

authentic way. Among the more than adoption of cauim by the
300 ethnic groups present throughout contemporary public.
the national territory, it is natural that
some of them opt for the Part 1.6.2 – Entry Timing
commercialization of Cauim,
recognizing the possibility of this drink Determining whether a product or
based on the local tradition, service introduction is at the RIGHT
functioning as a form of ethnic TIME seems to be the biggest
diffusion, bringing significant benefits challenge a marketer faces when
to the village or community. . introducing an innovation.
However, it is equally important to
recognize that there will be those who In the case of Xerox and Apple, we
consider it profanity for their ancestral can say that Xerox was on the wrong
ritual drink to become an object of track, while Apple was on the right
consumption for the general public. In track with regard to the development
this context, it is fundamental to and commercialization of innovative
establish the concept of "opting" and technologies.
"non-opting" villages/communities,
respecting the autonomy of each Xerox pioneered the development of
community in relation to the Cauim several revolutionary technologies,
Project and guaranteeing the such as the graphical user interface
preservation of the sacredness and and the mouse, which are
authenticity of their traditions. fundamental elements in the way we
interact with computers today.
I know that I played a crucial role in However, Xerox was unable to
the introduction of Cauim, my adequately capitalize on these
knowledge of Brazilian indigenous innovations, missing out on an
culture and my experience working opportunity to become a leader in the
with French alcoholic beverage personal computer market.
producers provide a solid basis for
adapting Cauim to the contemporary Xerox did not fully realize the
context. Its vision of cultural rescue commercial potential of its innovations
and appreciation of indigenous and failed to efficiently bring these
traditions is an important guide for the technologies to market. This can be
development and promotion of the attributed to several factors, such as a
product. lack of strategic vision, a conservative
corporate culture, and an
Studying references such as the overemphasis on its traditional
Association for Consumer Research products, such as copiers.
(ACR), with their research on
consumer acculturation, offers Apple, founded by Steve Jobs, on the
valuable insights into the other hand, took a different approach.
environmental and cultural factors Jobs recognized the potential of the
that influence consumer acculturation. technologies developed by Xerox and
This scientific approach provides a had a vision of turning them into
solid theoretical basis for commercially viable products. Apple
understanding the barriers and introduced the Macintosh, the first
incentives that may influence the personal computer with a graphical
7

user interface and a mouse, and it widespread adoption in the consumer
managed to attract a wide audience. market;;

Apple managed to find the right timing 1.6.2.3 - Limited Marketing: Xerox has
when launching the Macintosh, taking not been able to effectively market its
advantage of the growing demand for innovations to the general public. Its
personal computers and the need for marketing and distribution strategy
a more user-friendly interface. In was more geared toward business
addition, Apple's marketing strategy, customers, which contributed to a
emphasizing user experience and lack of awareness and interest among
innovation, also contributed to the mainstream consumers;;
company's success.
1.6.2.4 - Lack of Strategic Vision:
Therefore, it is fair to say that Xerox Xerox, despite its technological
was on the wrong track in that it failed innovations, has failed to fully
to adequately capitalize on its recognize the commercial potential of
innovations, while Apple was on the these technologies for personal use.
right track in recognizing the potential They did not adequately capitalize on
of these technologies and bringing their own creations and did not invest
them to market effectively. This in developing products aimed at the
underscores the importance not only large-scale consumer market;;
of developing innovations, but also of
identifying the opportune moment for 1.6.2.5 - Apple and the focus on
their commercialization. design and user experience: Apple,
on the other hand, when it launched
While Xerox did develop innovative the Macintosh in 1984, managed to
technologies such as the mouse and combine technologies developed by
the graphical user interface (GUI) in Xerox with an attractive design and
the 1970s, there are several reasons an intuitive user experience. The
why these technologies were not company had a strategic vision of
immediately commercially successful making technology accessible and
and why Apple subsequently did. with easy to use for the general public. In
similar products nearly 20 years later. addition, Apple invested heavily in
Here are some key factors: marketing and branding, building a
strong image and attracting
1.6.2.1 - Focus on the corporate consumers.
market: Xerox, at the time, was a
company focused mainly on the These factors, combined with a host
corporate and business market. Its of other circumstances, led to Apple's
innovations, like the Xerox Alto, were success in the personal computer
designed to meet the needs of offices market and the widespread adoption
and research labs. Commercializing of technologies such as the mouse
these technologies for personal use and the GUI. It's important to
was not a priority;; remember that success in the market
depends on a complex combination of
1.6.2.2 - High cost: The first personal factors, including not just the
computers developed by Xerox, such technology itself, but also marketing
as the Xerox Alto, were expensive strategy, price, design, and user
and beyond the financial reach of experience.
most people. This limited its
18
1

1.6.3 - Unexpected Acceptance & In addition, the premature market
Rejection Factors entry of RTD alcoholic beverages also
played a negative role. The market
Comparing the RTD and Energy was not yet prepared for this type of
Drinks beverage categories reveals product, and it was only years later,
an interesting contrast in terms of with the successful launch of Smirnoff
market performance. While Sub Zero, Ice, that the category became
despite high expectations and the popular.
backing of the famous Foster's brand,
struggled and failed, Red Bull
prospered even with less than high
initial expectations.

One of the determining factors for
Sub Zero's failure was the unpleasant
taste of the product, which did not win
consumer preference. As much as the
brand invested in solid branding and
held impressive launch parties, the
cloying taste became a significant
obstacle to its acceptance in the
market.

Figure 9 Luiz Pagano was the first On Premise
manager for Red Bull in Brazil, still imported
by Madasa, which also introduced the pioneer
RTD Sub Zero, an alcoholic beverage of 5.5%
ABV, precursor to Smirnoff Ice and all other
beverages in the category' Ice', brewed by
Australian beer Foster
On the other hand, Red Bull

succeeded even with modest initial
expectations. The market quickly
absorbed the energy drink category,
and the product stood out for its
innovative proposal. The brand
identified an unmet consumer
demand for a drink that provided
Figure 8 With an alcoholic strength of 5.5 ABV, energy and focus, and managed to
it was a crystal beer, without hops, with lemon-
lime extract (Citrus/Lime) manufactured by the
position itself as a leader in this
Australian Foster's and represented in Brazil segment. The acceptance of Red Bull
by Madasa, a company in which Luiz Pagano exceeded expectations, driven by its
was manager of the On Premise segment, As
previously mentioned, in 1999, that same year
effectiveness and ability to connect
Smirnoff launched a competitor to Smirnoff with target audiences in an impactful
Mule, with vodka, ginger ale with lime/lemon and differentiated way.
flavor, which ended up not reaching Brazil
strongly - both were flops...

This comparison between Sub Zero
and Red Bull shows that, even with

9

high expectations and a consolidated about Cauim. Use social networks to
brand, a product can fail in the market engage the public, sharing photos,
if it does not meet consumer videos and experiences related to
preferences, as happened with Sub drinking;;
Zero due to its cloying taste. On the
other hand, even with modest 1.7.1.4 - Festivals and cultural events:
expectations, an innovative product Participate in festivals and cultural
that identifies an unmet demand can events related to gastronomy, craft
achieve success, as demonstrated by beers or traditional drinks. These
Red Bull. Understanding the market occasions are opportunities to reach a
and consumer preferences, combined diverse audience and awaken interest
with an effective branding and in Cauim;;
positioning strategy, are crucial to a
product's success in the marketplace. 1.7.1.5 - Collaboration with local
producers: Establish partnerships with
1.7 – ‘DOs & DON’Ts’ local cassava producers and other
ingredients used in the production of
Promoting and popularizing the Cauim. This collaboration can
Cauim beverage category in Brazil strengthen the supply chain, promote
requires a comprehensive marketing sustainable practices, and enhance
and awareness strategy. Here are the origin and quality of ingredients.
some suggestions to help drive
Cauim's success: 1.7.1.6 - Development of attractive
products and packaging: Create new
1.7.1 - What to do: variations or modern versions of
Cauim to attract different consumer
1.7.1.1 - Education and segments. Invest in attractive
dissemination: It is essential to packaging with clear information
educate the public about Cauim, its about the product, highlighting its
history, its production process and its authenticity and connection with
cultural aspects. Organize events, Brazilian culture.
lectures, workshops or tastings to
introduce Cauim to people, 1.7.1.7 - Institutional partnerships and
highlighting its authenticity and government support: Seek support
cultural value;; from cultural institutions, government
agencies and entities related to the
1.7.1.2 - Strategic partnerships: Look food and beverage sector.
for collaborations with chefs, bars, Recognition and support from these
restaurants and gastronomic events institutions can add credibility to
to promote Cauim as a drink option. Cauim and open doors to promotion
Create combinations and harmonies opportunities.
with typical Brazilian dishes or partner
with brands and influencers that can 1.7.1.8 - Creative marketing
help increase Cauim's visibility;; campaigns: Create creative and
impactful marketing campaigns to get
1.7.1.3 - Online presence: Invest in a the public's attention. Use traditional
strong online presence, creating a and digital media, such as
website or platform dedicated to advertisements in magazines, radio,
Cauim. Share informative content, television and relevant online
recipes, stories and testimonials platforms, to publicize Cauim.
20
2

1.7.2.3 - Consider competition as
1.7.1.9 - Participation in competitions competition: It is healthy for the
and awards: Enter Cauim in category that there are several
competitions and awards for drinks or competing brands, each with its
traditional products. These particularity and flavor. The
competitions can provide recognition introduction of a new beverage
and external validation, increasing category in the market implies the
Cauim's visibility and credibility. acceptance and growth of this
category as a whole, not just
1.7.1.10 - Strong brand identity: individual and isolated brands.
Develop a solid brand identity for
Cauim, with an attractive and A common mistake that occurs in
memorable name, logo and design. introducing drinks, as has happened
with some energy drink brands in the
1.7.2 – What not to do: past, it is premature competitive
behavior by companies. During the
In the process of introducing and initial phase of the creation of a new
acculturating Cauim, it is important to beverage category, brands must
avoid certain mistakes that could come together to promote growth and
jeopardize its acceptance and acceptance as a whole, competition
success in the market. Some errors between brands should only begin
that can be anticipated are: when the category is mature.

1.7.2.1 - Underestimating the market To illustrate this idea, we can
research: It is essential to carry out a consider a consumer who visits a
comprehensive and detailed research medieval restaurant for the first time
on the target market before and wants to try mead, an alcoholic
introducing Cauim. This includes beverage until then unknown to him. If
understanding consumer preferences, that restaurante has any sort of
identifying competitors, and assessing exclusivity agreement with just one
product viability. Skipping this step brand of mead and the customer
can lead to a lack of understanding of doesn't like that particular brand, they
the market and result in inappropriate may never want to try another brand
strategies;; of mead again and will end up opting
for other beverage categories, such
1.7.2.2 - Lack of cultural adaptation: as beer or whiskey.
The introduction of Cauim requires
cultural sensitivity and respect for However, if that house offers different
indigenous traditions. It is essential to brands of mead, even if you don't like
understand the rituals, symbols and brands A, B, or C, there's a good
meanings associated with the drink chance you'll find a brand D that you
and ensure that its introduction is like. This diversity of brands within the
done in an authentic and respectful category provides a greater chance of
way. Failure to adapt the product or success for the category as a whole.
its communication to the cultural Therefore, it is essential that brands
context can lead to rejection or lack of act collaboratively and cooperatively
interest on the part of consumers;; during the introduction phase, to

1

ensure growth and market acculturation of Cauim, allowing it to
acceptance;; become a valued and appreciated
beverage category in the Brazilian
1.7.2.4 - Not establishing strategic and world markets.
partnerships: The success of the
introduction of Cauim can be boosted 1.8 – Conclusion of the First Part
by strategic partnerships with
influencers, local companies, cultural In conclusion, this brief manual on the
organizations or other relevant actors. introduction and acculturation of
Failure to pursue appropriate Cauim as a commercial beverage in
collaborations and partnerships can Brazil gives the basic guidelines
limit product reach and visibility;; learned in recent years of the
introduction of various alcoholic
1.7.2.5 - Ignoring the right distribution beverages to the market, representing
channels: Choosing the right a significant contribution to the history
distribution channels is crucial to of Brazil.
reach the target audience and ensure
that Cauim is available in the right Like the development of sake in
places. Ignoring or not adapting Japan more than 2000 years ago and
distribution channels according to the creation of champagne by Dom
market characteristics can make it Perrignon and Dom Ruinard in the
difficult for consumers to access the 18th century, the introduction of
product;; cauim has the potential to transform
Brazil's image in the world's alcohol
1.7.2.6 - Not investing in marketing scene.
and consumer education: Cauim is a
unique drink and may be unknown to These historic innovations
many consumers. Failure to invest in demonstrate how the emergence of a
proper marketing strategies, including new beverage can have a lasting
awareness campaigns, consumer impact on a country's culture,
education and product promotion, economy and image. By recognizing
may result in low demand and lack of the importance of Cauim as an
understanding of Cauim's features ancestral and authentically Brazilian
and benefits;; drink, we are strengthening our
cultural identity and expanding the
1.7.2.7 - Not considering regulation boundaries of international
and compliance: It is essential to appreciation and recognition.
understand the regulations and legal
requirements related to the This paper therefore becomes a
introduction of a new product in the document of extreme historical
market, including labeling, registration importance, just as sake in Japan and
and food safety issues. Not champagne in the Champagne region
considering these issues may result in of France forever altered the way the
legal problems and difficulties in world views these cultures.
marketing cauim;;

1.7.2.8 – When you avoid these SECOND PART – My Strategies
mistakes and anticipating the
challenges can contribute to the In this second part of the paper, I will
successful introduction and outline the strategies I have chosen to
22
2

bring Cauim to the market. I believe Paulo, close to the former Historic
that the companies involved should Triangle of Inhapuambuçú (region of
be organized into two formats: formation of the Vila de São Paulo de
Piratininga do Cacique Tibiriçá). This
The first format company will be a has already been carrying out
Proprietary Company - CAUIM sporadic works of acculturation of a
TIAKAU whose scope of action would new product, with the presentation of
involve establishing a company the drink to customers who generate
dedicated to introducing and selling consumption trends, through specific
the Cauim category. This company and strategic activations, which will
would focus on marketing, reinforce the work carried out in the
distribution, and building brand opting villages, opening up a new
awareness among consumers. Its consumption market for the product ;;
primary goal would be to create
demand and establish Cauim as a
recognized and desirable beverage 2.2 - Cauim Production Units –
option. CPU, in Opting Villages - By choosing
to join the project, indigenous villages
The second format would involve and communities that already suffer
partnering with indigenous villages from a lack of hunting and fishing
and/or communities to establish CPU resources, can count on this extra
- Cauim Production Units. These financial support, developing small
units would be responsible for production units of Cauim, making the
producing Cauim using traditional most of what the village itself has to
methods and ingredients. This offer, so that it is in perfect balance
approach aims to preserve the with everyday activities, promoting the
cultural heritage associated with culture of the ethnic group through
Cauim production while also providing ethylic gastronomic activities, and
economic opportunities for the even generating scalable financial
communities involved. By supporting results, with a minimum of
local production, the goal is to ensure environmental impact.
authenticity and quality while
promoting sustainable and fair trade In summary, the Cauim Project is a
practices. way of disseminating the culture of
ethnic groups and at the same time
By combining these two formats, we providing economic prosperity.
can create a comprehensive
approach that brings Cauim to the In a hypothetical scenario, idealizing
market while respecting its cultural the future, we could have a market
roots and supporting indigenous with several options, such as the
communities. This dual approach Cauim of the Yanomami, the Waurá,
allows for the commercialization of the Potiguara, the Emboaba, as an
Cauim while also fostering social and exponent of Cultural dissemination
economic development within the and, at the same time, meeting the
communities involved. needs of avid and demanding
consumers of the gastronomic
2.1 - The Proprietary Company - market.
CAUIM TIAKAU, established in São
3

2.1 Responsibilities of the Owner 1.1.1 - As already mentioned, it
Company will be responsible for being
the business hub for the
The Proprietary Company - CAUIM Cauim production units;;
TIAKAU is responsible for being the 1.1.2 Provides a market for the
business hub of the Cauim production Cauim produced in the
units, ensuring that production is production units;;
economically viable and socially 1.1.3 Plans and executes
sustainable. The company's main marketing and acculturation
function is to provide a market for the actions for the market
Cauim produced in the production development of the new
units, which means that it is category;;
responsible for ensuring the 1.1.4 It can collaborate in the
distribution and sale of the product in definition of sustainable
local, national and international production practices;;
markets. 1.1.5 Provides technical and
managerial assistance to
production units in opting
villages, helping to structure
sustainable and competitive
businesses;;
1.1.6 Collaborates in the
definition of returnable and
collectible packaging;;
1.1.7 Seeks to value the
traditions and knowledge of
the indigenous communities
involved in the production
process;;
1.1.8 It proposes partnerships
with different actors,
including public agencies
and private companies, to
achieve its socio-
environmental responsibility
objectives;;
Figure 10 Tupi Pop art by Luiz Pagano
1.1.9 Contributes to the
In addition, the Owner Company economic development of
plans and executes marketing actions the opting indigenous
for the acculturation and market communities;;
development of the new category of 1.1.10 It seeks to respect the
Cauim, in order to promote the drink's culture and traditions of
visibility and attract more consumers these populations and
to try it. These actions include ensure that they are the
advertising campaigns, tasting protagonists of the process.
events, promotions and other
initiatives aimed at disseminating
indigenous culture through Cauim,
namely: 2.2 - Responsibilities of Cauim
Production Units - CPU
24
2

The Cauim Production Units (CPUs)
are cauim production units located in
the indigenous villages (companies
with purposes sympathetic to
indigenous causes) participating in
the project. The purpose of the CPUs
is the production of quality cauim,
using sustainable techniques and
valuing local cultural traditions.

The CPUs also play a crucial role in
preserving the cultural traditions of
indigenous communities. This can be
done through the adoption of
Figure 11 - The village that opts for the project
ancestral Cauim production would have a sustainable production of Cauim,
techniques (as long as they respect would plant cassava in Mandiomityma (multi-
market quality rules), the use of culture agroforestry units) and a production
environment with low environmental impact in
handcrafted bottles that show the the village, with commercial flow routes away
aesthetics of the ethnic group and from the daily lives of the people.
show its culture through art and
design, and the appreciation of the Finally, CPUs play an important role
cultural practices involved in the in generating income and
production of Cauim. strengthening the local economy of
indigenous communities. With the
The CPUs are also responsible for production and commercialization of
ensuring the sustainability of the quality Cauim, the CPUs can
production process. This includes the contribute to the socioeconomic
use of agroforestry production development of the villages,
techniques, the adoption of soil and generating jobs and stimulating the
water management practices that do creation of sustainable businesses.
not harm the environment, and the They will play the role of producing
implementation of conservation and their own Cauim.
preservation measures for the
ecosystems involved. Cauim can be produced from pure
cassava or mixed with other raw
materials, cultivated in plantations in
agroforestry systems in the villages.
The company encourages and
supports sustainable production in
villages, ensuring that agriculture is
carried out responsibly and in
accordance with the quality standards
required for Cauim.

5

the promotion of the sustainable
development of the communities
involved, but it is only a viable
suggestion in which a Proprietor
Company is associated with a Cauim
Production Unit - CPU, through an
expected initial investment of BRL
700,000.00.

However, it is important to say that
this proposal is not fixed, that any
other business format can be viable,
as long as they meet the following
criteria:

Figure 12 - CPU with sustainable methods and
names and processes in TUPI ANTIGO (Old 2.2.1- The production processes must
Tupi or language of the chosen ethnic be named in Old Tupi and also in the
group)The Cauim production unit, Kaûĩ apó
sará in Tupi-Antigo, is very simple - it has a
language of the opting ethnic group;;
cooking pot (Mbeîu motimbora), chiller (ro'y) 2.2.2- Each ethnic group must be the
and a fermentation vat (Haguino ygua). The protagonist of the concept, flavor and
structure would also have solar panels
(Kûarasy ybyra), treatment of waste and
activations of its Cauim, with the help
composting, a store and cultural center, to tell of the company Empresa Proprietária;;
a little about the history of the ethnic group, 2.2.3- The village that opts for the
fulfilling an ecological, cultural role and
generating financial return.
project must receive financial and
cultural benefits, greater than or equal
The bottles used with Cauim to those of the Owner Company,
'containers' can be handcrafted, using never less;;
the aesthetics of the ethnic group and 2.2.4- If the CPU is not an indigenous
showing its culture through art. The village, part of the net income must be
idea is to make the most of its own donated to indigenous causes.
resources and tell its own story,
valuing the culture and identity of the It is also important to point out that
opting ethnic groups. any format of partnership must meet
these criteria, especially that of
In summary, the Owner Company - naming the productive processes in
CAUIM TIAKAU aims to ensure the Ancient Tupi, thus allowing each
economic and social viability of ethnic group to be the protagonist of
Cauim, promote the drink's visibility its own Cauim and guaranteeing that
through marketing and acculturation the opting villages receive great
actions, encourage the sustainable financial and cultural benefits.
production of cassava in the villages
and value indigenous culture and 2.3- Point of Convergence
identity. through the art and
aesthetics of the bottle. Ironically, the oldest existing Brazilian
drink, produced even before the
Nothing is written in stone arrival of Portuguese colonizers, did
not have a specific marketing law.
The present strategic business
planning has clear criteria that include As we had already started the
respect for the indigenous culture and development of Cauim production
26
2

processes in 2011, we had been indigenous cultures and the concern
preparing and improving the drink at for sustainability.
each mash, in partnership with
several partners, including Fatec De Like me, most of the partners involved
Araçatuba, by Professor Hildo Sena. in the Cauim Project development
process are former Pernod Ricard
Cauim was presented to chefs, colleagues, so we apply a lot of our
bartenders and opinion-forming international experience to design a
customers with the aim of improving product according to the identified
the product. With that, we gathered target audience.
extensive documentation that not only
covers production details, but also Research carried out shows that the
shows the cultural, socioeconomic consumer belonging to the
and national representativeness mainstream, unlike the consumer of
importance that Cauim can have. the elites, is still not prepared to
receive new Brazilian endogenous
In April 2022, a public consultation products.
was held for the revision of Decree
No. 6,871, of 04/06/2009, which
regulates Law No. 8,918, of July 14,
1994, on alcoholic beverages.

We were prepared, and very quickly
we delivered extensive and careful
documentation explaining the socio-
cultural and representative
importance of the drink.

As a result, since December, CAUIM
has already been included in the bill,
A GREAT ACHIEVEMENT!

...but much still needs to be done.
Figure 13 - Here we see the strategy for
introducing products following the line of the
Pyramid of Opinion Makers, in which the
2.4- Market analysis launch should be made to the consumer with
the greatest potential to form new consumers,
The food and beverage market is generating a desire for chain consumption.In
this sense, we focus our efforts on developing
constantly growing, with a growing a premium drink to be consumed in
demand for sustainable products with restaurants such as Alex Atala’s DOM and
cultural value. Cauim can stand out in Hotel Emiliano, in harmony with the most
sophisticated Brazilian cuisine and paving the
this market, as it is a traditional drink way for the making of drinks of excellence in
with a strong cultural appeal. the world's cocktail industry.

The project can operate both in the We should also consider the so-called
national and international markets, 'Havaianas effect', in which something
exploring the appreciation of that is valued outside Brazil also
becomes highly valued in the country.

7

2.5.1- the excessive effort in
Another very interesting point is that a communication and training on
survey carried out in 2011, when the Cauim;
project began, pointed to a duality in 2.5.2- dazzling product activations.
the perception of quality of products
with indigenous names, especially Promoting dazzling product
those of Tupi origin. While brands like activations generate a strong recall
Iguatemi and Jaguar are associated stimulus in thought-leading
with high quality products, others like customers, so that they can be
Tabajara and Caramurú can be seen transmitted to the primary trendsetter,
as caricatures and of inferior quality. then secondary and finally, with
cascading repercussions towards the
Adding elements of Japanese culture mainstream.
to Cauim's marketing, such as the
modern and disruptive aesthetics of We will also use the classic launch
Japanese consumption, can help to strategy on On-Premise and Off-
overcome this negative perception, Premise channels, in which On
since the perception of quality is a actions have direct repercussions on
crucial factor in the consumer's Off, from conscious opinion makers,
purchase decision. such as social networks, cultural
events and food and beverage fairs.
In this sense, we arrive at the brand
name TIAKAU (from the Old Tupi It is also important to highlight the
T'ÎAKA'U! , which means LET'S concern with the sustainability of the
DRINK!) production process, valuing
agroforestry practices, zero CO2
Ere'u-potarype amõ mani? T'ÎAKA'U! emissions, waste management with
Want to drink some Mani? YES, returnable packaging and pieces
LET'S DRINK!! created with techniques from the
ethnic group itself (e.g.: typical vases
2.5- Marketing strategy that serve as Cauim bottles, which
can be collectible by consumers and
The project's marketing strategy will become pieces that communicate the
highlight the cultural value and culture of the ethnic group through
sustainability of Cauim with a strong art).
focus on generating the desire for
experimentation and subsequent 2.6 - Operational Plan Production
creation of consumption habits. Methods

Investments will be channeled into
strategies for disseminating
indigenous culture and traditions,
showing the importance of the
beverage and the communities
involved in the production process,
generating great appeal for
experimentation and creation of
consumption habits, based on the two
basic pillars of communication;;

28
2

starches into sugars;;

There are three processes to produce
CAUIM (so far) with names in Old
Tupi - a kind of indigenous lingua
franca spoken here until 1790. 3- T-Y-PûERA MOPUPU RA–SARA
(broth boiling phase)
The oldest known process is the
ancestral one, in which the 4- HAGUINO, the process ends with
breakdown of starch into sugars is alcoholic fermentation in the vat
done with salivary amylase (Aîpi o- (KAUBA), filtration ( Mbeîu mogûaba )
su'u su’u I nomu, literally chewing and and bottling (Ybyraygá pupé).
salivation of women).
2.6.2 Production Methods –
However, for industrial purposes, Japanese or Pagano
CAUIM can be produced through the
enzymatic process, developed by In the Japanese method developed
Hildo Sena, or the Japanese process, by Luiz Pagano, the raw material is
developed by Luiz Pagano. the cassava pearl (ITAITINGA BEIJU
in Old Tupi);;
2.6.1 Production Methods –
Enzymatic or Senna

In the enzyme developed by Hildo
Sena, the raw material is cassava
starch (MANIKUERA in ancient Tupi);;

1- T-Y-PûERA MBO'YÚ–SARA
(hydration phase) in this exclusive
phase of the enzymatic process, the
cassava starch is hydrated with water
and Amylases;;

2- SABẽ APó, name in Old Tupi for
the placement of AMG enzyme and
thus promote the breakdown of

9

1- Mbeîu motimbora (steaming the Embrapa - Brazilian Agricultural
beiju), in this exclusive phase of the Research Corporation: Embrapa will
Pagano process, the cassava pearl is contribute with its expertise in
steamed;; agricultural research and innovation
to develop more efficient techniques
2- To sprinkle the spores (Sabẽ for growing and producing cassava, in
nonga), I used a Sabẽ M'baraká, a addition to working to improve the
type of container with a screen, quality of the cauim produced in the
similar to a maraca;; opting villages.

4- HAGUINO, the process ends with National Indian Foundation
alcoholic fermentation in the vat (Fundação Nacional dos povos
(KAUBA), filtration (Mbeîu mogûaba ) Indígenas FUNAI): FUNAI will
and bottling (Ybyraygá pupé). support the Cauim project by
promoting dialogue with indigenous
2.7 - Partners leaders and opting communities,
ensuring that the project respects the
The Project foresees that the UPCs culture and traditions of these
that will be implanted in the populations and ensuring that they
indigenous communities will work are the protagonists of the process.
together with public and private
agents, who will provide support for Brazilian Micro and Small Business
the sustainable production of Cauim. Support Service (SEBRAE):
It will be important to ensure that SEBRAE could provide technical and
ethnic groups are protagonists of the managerial assistance to production
production process, ensuring the units in opting villages, helping to
appreciation of their traditions and structure sustainable and competitive
knowledge, but with full support from businesses.
the São Paulo office's logistics and
marketing department. Ministry of the Environment (MMA):
The MMA could contribute to the
These agents will be: Cauim project by offering guidance on
sustainable production practices and
Since MAPA - Ministry of environmental management, in
Agriculture, Livestock and Supply addition to providing technical and
(MAPA): has already taken the first financial support for preservation and
step by recognizing Cauim by law, it conservation projects for ecosystems
will also be able to establish quality involved in the production process.
and food safety standards, in addition
to providing technical and financial Among others,
assistance to indigenous communities
involved in the process. Finally, private sector companies can
provide financial and logistical support
The operational process of the Cauim for the implementation and
project provides for partnerships with dissemination of the Cauim project,
different actors, including public as well as collaborate in the definition
agencies and private companies, to of sustainable production practices
achieve its socio-environmental and in the development of returnable
responsibility objectives, namely: and collectible packaging.

30
[CAUIM – THE COMMERCIAL DISCOVERY OF AN ANCESTRAL BRAZILIAN BEVERAGE 31

2.8 - Financial Plan
The project has the potential to generate revenue through the sale of Cauim. It will
be important to ensure that the indigenous communities involved in the process
are fairly remunerated and that the project is financially sustainable.


Spreadsheet 1 PCU:
32
3

Spreadsheet 1 CAUIM TIAKAU:

3


2.8.2 - Company Owner - CAUIM
2.8.1 - Production Unit in Village or TIAKAU, established in São Paulo,
similar close to the former Historic
Triangle of Inhapuambuçú
Based on the projected data, we can
calculate the Based on the projected data, we can
calculate the breakeven point at 18
Breakeven point reached at 18 months.
months.
To calculate the break-even point, we
To calculate the break-even point, we consider the firm's fixed and variable
consider the firm's fixed and variable costs. Fixed costs are those that do
costs. Fixed costs are those that do not vary with sales volume, such as
not vary with sales volume, such as rent, wages, etc. Variable costs are
rent, wages, etc. Variable costs are those that vary with sales volume,
those that vary with sales volume, such as raw materials, sales
such as raw materials, sales commissions, etc.
commissions, etc.
Considering that we only have one
Considering that we only have one Production Unit in Optant Villages,
Production Unit in Optant Villages, according to the attached statement,
according to the attached statement, we can assume that the company has
we can assume that the company has fixed costs of R$437,493.10/18 =
fixed costs of R$437,493.10/18 = R$24,305.17 per month. Sales plus
R$24,305.17 per month. Sales plus bonuses total BRL 493,074.92 + BRL
bonuses total BRL 493,074.92 + BRL 34,223.25 = BRL 527,298.17 in 18
34,223.25 = BRL 527,298.17 in 18 months, which gives a monthly
months, which gives a monthly average of BRL 29,294.34.
average of BRL 29,294.34.
Subtracting the fixed costs from the
Subtracting the fixed costs from the average monthly billing, we have:
average monthly billing, we have: BRL 29,294.34 - BRL 24,305.17 =
BRL 29,294.34 - BRL 24,305.17 = BRL 4,989.17.
BRL 4,989.17.
This means that the company needs
This means that the company needs to sell, on average, R$ 4,989.17 per
to sell, on average, R$ 4,989.17 per month to cover its costs and reach the
month to cover its costs and reach the break-even point in the 18-month
break-even point in the 18-month period. If the company sells less than
period. If the company sells less than this value, it will have a loss;; if you
this value, it will have a loss;; if you sell more, you will make a profit.
sell more, you will make a profit.
As the company's result was R$
As the company's result was R$ 21,358.57, we can conclude that it
21,358.57, we can conclude that it has already surpassed the break-
has already surpassed the break- even point and is having positive
even point and is having positive results.
results.


2.8.3 - Partnership between Owner and may vary depending on several
Company - CAUIM TIAKAU & factors, such as production efficiency,
Cauim Production Unit sales performance, additional costs,
among others.
The partnership between the São
Paulo Office and the Cauim 2.9- Events
production unit was, from a financial 2.9.1 - Paired dinner at Hotel Toriba
point of view, a success as it reached
the break-even point in 18 months, One of the first experiences we had
which means that the revenue with events to promote Cauim was
generated was sufficient to cover all the first dinner harmonized with
costs and investments made during Cauim, outside an indigenous village,
this period. for the Brazilian consumer public. Luiz
Pagano and Hildo Sena served the
In addition, it is possible that the still experimental CAUIM TIAKAU to
expansion of the business with the be tasted and harmonized with
increase in the number of Cauim reinterpretations of indigenous dishes.
production units could generate
greater revenues for the São Paulo
office, since there will be more
products to be sold and more units
generating profit.

Finally, the partnership between the
São Paulo office and the Cauim
production units can generate visibility
and promote the culture and values of
the indigenous peoples involved in
the business, which can be an
important factor in terms of social After a brief lecture on Cauim and its
responsibility and appreciation of role as an authentically Brazilian drink
diversity cultural. of excellence, exclusively served by
more than 305 indigenous ethnic
Considering that the initial investment groups throughout Brazil, Cauim was
of the São Paulo office was BRL offered and the public could enjoy a
437,493.10 and the investment of the technical tasting and then it was
Cauim Production Unit was BRL served to accompany the dishes.
248,424.03, the total investment was
BRL 685,917.13. "Our proposal is to make Cauim go
beyond the borders of indigenous
With the return of the break-even villages and serve as an integration
point in 18 months and a positive drink, increasingly reducing the great
result of BRL 52,311.65, it can be cultural distance that separates us
inferred that the initial investment was from our native brothers, promoting
recovered and that there was an respect, friendship and integration"
additional profit. said Luiz Pagano.

However, it is important to remember The Magnificent dinner, executed with
that these values are approximate excellence by the students of SENAC
Campos do Jordão, at the Toriba

restaurant in Campos do Jordão, in ENTRANCE
the middle of Serra da Mantiqueira,
under the regency of Professor Vitor
Pompeu, featured the Indigenous
Chef Kalymaracaya from the Terena
de Aquidauana ethnic group and Chef
Caiçara Fábio Eustáquio from
Ubatuba, who created the dishes on
the 5-course menu: cover charge,
starter, main course 1 and main
course 2 for dessert.

Sardines with PANCS (Non-
Conventional Food Plants - Plantas
Alimentícias Não Convencionais)
salad and suffused sago

MAIN DISHES

Figure 14 - Hildo Sena, chef Kalymarakaya and
Luiz Pagano at the first indigenous food dinner
paired with cauim in possibly 470 years

Prepared to serve 50 people and with
the financial return fully reverted to
APAE, the menu was:

COVER
Yam bread with cocoa nib butter and
cashew nut butter. Siri Pupunha
and
Terra e Rio
36

Boar meat with black and white tucupi lifestyle also consumed cauim in their
sauce - Terra e Rio with black and meals.
white tucupi
2.9.3 - Tasting at Bar Convent Brasil,
2.9.2 – Lecturres on Historical BCB in São Paulo
Background

It is not known that in Brazilian history On June 18, 2019, we participated in
there has been a dinner along these the first edition of the largest bar and
lines, Cauim, fermented cassava beverage event in the world, BCB
whose original production process the São Paulo, with a tasting and lecture
transformation promotes the for beverage market professionals,
breakdown of starches into sugars including bar chefs, restaurateurs,
through traditional chewing and among other big market players.
spitting, has always been served in
indigenous villages. 2.9.4 - Anhangá Festival in the
Anhangabaú Valley (São Paulo
important central neighborhood)

Another interesting idea to promote
Cauim Tiakau and its connection with
Brazilian indigenous culture and
history is the celebration of
Conservador das Matas Day, July
17th, with an Anhangá party in Vale
do Anhangabaú.

Figure 15 Hildo Sena and Luiz Pagano tasting
CAUIM TIAKAU at the first edition of BCB Bar
Convent Brasil in São Paulo Figure 16 - The Anhangá is a legendary figure
in Brazilian indigenous culture, usually
depicted as a giant white deer with red eyes.
In the history of Brazil João Ramalho,
known as 'The Father of Paulistas' The Anhangá is a legendary figure in
was perhaps the first European to Brazilian indigenous culture, usually
drink Cauim as a family, in the years depicted as a giant white deer with
1530~1545, alongside his father-in- red eyes. He is considered the
law, chief Tibiriçá, his wife Bartira, protector of nature and persecutes
along with to your family members. those who disrespect nature and hunt
Like him, other Europeans who indiscriminately, especially those who
decided to marry and adopt the tribes' kill puppies or mothers who are

nurturing their young and pollute the
waters.

The Anhangabaú river valley was
sacred to the inhabitants of
Piratininga, and they held cults and
parties to please the god and avoid
his wrath. Today, the Anhangá river
has been channeled and our city
seems to have forgotten its
Tupiniquim traditions. Forgetting our
cultural traditions in this way is
regrettable and deserves attention for We can highlight the following
the preservation of these histories strengths of the Cauim Project:
and memories.
Cultural rescue: The project seeks to
rescue Brazilian culture, more
specifically indigenous cultures, by
recreating an alcoholic fermented
cassava drink that is emblematic and
ancient.

Sustainable development: The project
promotes the sustainable
involved in the process, by
encouraging the creation of cauim
Figure 17 - Here we see a representative image
of what could be a good Festa do Anhangá in production units that make maximum
Vale do Anhangabaú, with people dressed as use of the resources available in the
white deer and celebrating indigenous
traditions while drinking CAUIM TIAKAU. village itself, minimizing the
environmental impact.

A proprietary party with the role of Income generation: Cauim production
highlighting the importance of units can generate extra income for
preserving forests and indigenous indigenous villages and communities
culture, as well as celebrating the that choose to participate in the
important river of Aldeia do project.
Inhapuambuçu, the Anahngabaú
River would be a unique opportunity Market potential: Cauim can become
to promote the Cauim Tiakau drink a differentiated and outstanding
and its connection with history from product in the gastronomic market,
the old center of São Paulo de meeting the needs of demanding
Piratininga. The inclusion of traditional consumers who seek authentic
drinks in cultural celebrations can be products with cultural value.
a way to increase awareness and
engagement about the importance of Strategic partnerships: The project
cultural and environmental already has a proprietary company
preservation. established in São Paulo, which has
been carrying out sporadic work to
2.10 - Swot Analysis – Strengths acculturate the new product and
38

creating strategic activations to considered exotic. In addition,
reinforce the work carried out in the changes in consumer trends can
opting villages. affect demand for the product.

All these forces contribute to the Difficulties in obtaining investments:
success of the project, which has the the project requires a significant
potential to become a socially investment to consolidate itself, which
responsible and profitable initiative. can be a challenge in an uncertain
economic scenario or in a situation of
lack of investor interest in projects
2.10.2 – Swot Analysis – with social and cultural impact.
Weaknesses
2.10.3 – Swot Analysis –
We can highlight the following Opportunities
weaknesses of the Cauim Project:
We can highlight the following
Dependence on natural resources: as opportunities of the Cauim Project:
the drink is produced from cassava,
the project depends on the availability Growing interest in the consumption
of this natural resource. If there are of artisanal and locally produced
weather problems or other factors that beverages, which can create a
affect cassava production, this could demand for products such as Cauim,
negatively impact cauim production. which value indigenous culture and
traditions.
Sensitivity to the production process:
Cauim production is a complex and Potential to explore cultural tourism,
delicate process, which requires offering unique experiences in visits
specific care to guarantee the quality to the Cauim producing villages,
and safety of the final product. Errors generating income for communities
in the process can lead to and promoting the dissemination of
unsatisfactory or even dangerous indigenous culture.
results for the consumer, which can
damage the reputation of the project. There are possibility of collaborating
with tourism and food companies to
Dependence on partnerships: as the expand product dissemination and
project depends on partnerships with offer experiences involving the drink
indigenous communities for the and indigenous culture.
production of Cauim, problems in
these relationships can affect the The alcoholic beverage market
supply of raw materials and the presents constant changes and
quality of the final product. innovations, which can open space
for Cauim as an exotic and
Exposure to changes in the market: differentiated option.
although the idea of valuing
indigenous culture through the Growing environmental awareness
production of cauim can be a and sustainable consumption can
competitive differential, it is possible increase the value of products
that consumers are not willing to pay produced in a conscious way and with
a higher price for a product minimal environmental impact, as is

the case of Cauim produced by addition to issues related to the use of
Cauim Production Units in opting natural resources and environmental
villages. preservation.

2.10.4 - SWOT Analysis - Risks

We can highlight the following risks of
the Cauim Project:

Operational risk: as it is a food
product, it is necessary to pay
attention to health and quality aspects
throughout the production, storage
and distribution process. Any problem
in this regard can affect the
company's reputation and consumer
confidence in the product.

Figure 18 - Pilot bottle of Cauim Tiakau 2017
Market risk: the alcoholic beverages
market is very competitive and In order to minimize these risks, the
volatile, with constant changes in project must have solid planning,
consumer preferences. In addition, qualified professionals committed to
the success of the project depends on quality and sustainability, as well as a
the company's ability to achieve and contingency plan to deal with possible
maintain consumer loyalty. Any flaw problems that may arise along the
in the marketing or distribution way.
strategy could jeopardize the
product's market acceptance. 2.11 – General Conclusion

Financial risk: operating a business We are very grateful and pleased to
involves costs and expenses that present the Cauim Project.
need to be managed efficiently to
ensure financial sustainability. In We believe that this initiative has the
addition, obtaining financing for the potential to generate significant
project can be a challenge, especially benefits for Brazilian culture,
in a scenario of economic instability. promoting the sustainable
Environmental risk: Cauim production involved and, at the same time,
may involve the use of natural opening new market opportunities in
resources and the generation of the gastronomic sector.
waste, which may impact the
environment and generate We thank everyone who dedicated
environmental liabilities if not done in their time to learn more about the
a responsible and sustainable project and we are entirely available
manner. to investors and stakeholders who
wish to join us in this endeavor. We
Regulatory risk: it is important to believe that, together, we can turn this
comply with rules and regulations idea into reality, strengthening
related to the production and indigenous culture and contributing
distribution of alcoholic beverages, in
40

too social and economic development
of the country.

Figure 19 Pilot bottle of Cauim Tiakau 2023



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46

Cauim Commercial Discovery of An Ancestral Brazilian Beverage

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[CAUIM

– THE COMMERCIAL DISCOVERY OF AN ANCESTRAL BRAZILIAN BEVERAGE 1

Cauim – The Commercial

Discovery of an Ancestral Brazilian

Cauim – The Commercial Discovery of an Ancestral Brazilian Beverage 3

Cauim – The Commercial Discovery of an Ancestral Brazilian Beverage 5

1.1.1 - The first is the ritualistic

Cauim – The Commercial Discovery of an Ancestral Brazilian Beverage 9

On the other hand, Red Bull

Cauim – The Commercial Discovery of an Ancestral Brazilian Beverage 1

Cauim – The Commercial Discovery of an Ancestral Brazilian Beverage 2

Cauim – The Commercial Discovery of an Ancestral Brazilian Beverage 2

Cauim – The Commercial Discovery of an Ancestral Brazilian Beverage 3

Cauim – The Commercial Discovery of an Ancestral Brazilian Beverage 37

Cauim – The Commercial Discovery of an Ancestral Brazilian Beverage 39

Cauim – The Commercial Discovery of an Ancestral Brazilian Beverage 41

Cauim – The Commercial Discovery of an Ancestral Brazilian Beverage 43

Cauim – The Commercial Discovery of an Ancestral Brazilian Beverage 45

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Cauim Commercial Discovery of An Ancestral Brazilian Beverage

Uploaded by

Document Information

Original Title

Copyright

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Did you find this document useful?

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Cauim Commercial Discovery of An Ancestral Brazilian Beverage

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[CAUIM

– THE COMMERCIAL DISCOVERY OF AN ANCESTRAL BRAZILIAN BEVERAGE 1

Cauim – The Commercial

Discovery of an Ancestral Brazilian

Cauim – The Commercial Discovery of an Ancestral Brazilian Beverage 3

Cauim – The Commercial Discovery of an Ancestral Brazilian Beverage 5

1.1.1 -­ The first is the ritualistic

Cauim – The Commercial Discovery of an Ancestral Brazilian Beverage 9

On the other hand, Red Bull

Cauim – The Commercial Discovery of an Ancestral Brazilian Beverage 1

Cauim – The Commercial Discovery of an Ancestral Brazilian Beverage 2

Cauim – The Commercial Discovery of an Ancestral Brazilian Beverage 2

Cauim – The Commercial Discovery of an Ancestral Brazilian Beverage 3

Cauim – The Commercial Discovery of an Ancestral Brazilian Beverage 37

Cauim – The Commercial Discovery of an Ancestral Brazilian Beverage 39

Cauim – The Commercial Discovery of an Ancestral Brazilian Beverage 41

Cauim – The Commercial Discovery of an Ancestral Brazilian Beverage 43

Cauim – The Commercial Discovery of an Ancestral Brazilian Beverage 45

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1.1.1 - The first is the ritualistic