IRB – Tatuzinho 3 Fazendas
Cachaça is the typical and exclusive designation of the sugar cane liquor produced in Brazil, obtained by the distillation of the fermented mash of sugar cane broth. The history of the development of cachaça, liquor with unique taste, is directly connected to the history of our country since the time of colonization, having, therefore, significant influence on the Brazilian socio-anthropological background. Cachaça is the first distilled beverage from Latin America.
The figures of cachaça: 3rd distilled beverage most consumed in the world; 86% market share of the distilled beverage in Brazil; 1.3 billion liter/year official production; 40,000 producers; 600,000 (direct and indirect) employees in Brazil; 7 billion Brazilian Reais is the value of the cachaça economics; It is the official drink of Brazil by Federal Decree; It is the product that most represents the Brazilian style, according to a survey from the Centro de Indústrias de São Paulo. Source: IBRAC – Instituto Brasileiro da Cachaça.
IRB – Indústrias Reunidas de Bebidas Tatuzinho 3 Fazendas Ltda., originally established in 1950 in the city of Piracicaba, in the countryside of the state of São Paulo, is one of the most important manufacturers of cachaça in Brazil, occupying a prominent position in the marketing of distilled beverage and holder of prestigious brands such as Velho Barreiro, Tatuzinho and 3 Fazendas. Distributed throughout the country, together, those brands back to over 60 years of history, permeating the Brazilian popular culture, almost making a fusion with the everyday life of the citizens of very different social classes in the country through the ages.
Attentive to the market trends, as of the early 90´s, the company started to expand its ‘mix’ of products focusing on the consumer segment of low alcohol content beverage with the First One and the First Ice, middle graduation with the Caipirinha VB Pronta para Beber and the Coquetel VB de Maracujá Pronto para Beber, in addition to non-alcoholic products with the Atomic Energy Drink and the First Slim Água Aromatizada.
In 1998, it was the first Brazilian company in the segment of cachaça-based distilled beverage to promote an ‘incentive travel’, inviting 28 customers from all over Brazil to watch the opening of the Football World Cup held in Paris, France. Those customers spent a week in historic tours, which reflected very positively in the ‘off trading’ market, with consistent results in the achievement of sales goals in the period.
In 1999, it launched the limited and numbered Velho Barreiro Gold (aged cachaça) version, strategically expanding later to the high consumer market as a business opportunity and trend, which was then revealed for this type of product in the period.
Since 2005, in order to increase its range of ‘premium’ products, the company developed the Velho Barreiro Edição Especial Ouro in an exclusive fully golden 700 ml packing, which conferred the “Prêmio Embanews” to Velho Barreiro in the same year, in order to impact the customers that enjoy aged cachaças in distinguished buying and selling channels.
After years of tradition selling to the “commodity” market, the Tatuzinho brand also had its identity renewed in 2006, through the Nova Tatuzinho in its elegant version, with distinguished and transparent 1 liter packing.
In 2008, the company showed its value once more launching the Velho Barreiro Limão, exceeding the expectations of acceptance and responsiveness in the consumer market for distilled products combined with fruit flavor (lime).
In 2010, in an unprecedented incursion in incentive campaigns for the retail market, the company invited 13 bartenders (owners of points of dose) and 2 distributors awarded for merit in sales and brand loyalty to watch the Football World Cup held in South Africa.
In 2011, in order to be recognized as an innovative company in the segment, it launched the Velho Barreiro Diamond, a ‘Top Premium’ cachaça created from the ‘blend’ of the traditional alembic cachaça with the authentic Velho Barreiro, stored in oak and cariniana legalis barrels respectively, also originating the Diamond special edition cachaça, studded with 212 diamonds, becoming the most expensive cachaça in the world and made on request at a value of about R$ 212,000.00.
In 2012, the Diamond range, in search for excellence, created more four versions with precious stones: Safira, Rubi, Esmeralda and Brilhante, maintaining its elegant Axel bottle produced in France.
Currently, IRB Tatuzinho 3 Fazendas Ltda. outstands among the major exporting companies of bottled cachaça in Brazil, with a distinguished presence in more than 40 countries on the five continents of the world.