The focus group technique was used to obtain detailed information about the consumers' opinion and views on packaging and labels of cachaça to generate information for cachaça producers and increase the competitiveness of this product on the market. Three 90 minute- panel sessions with eight participants each were held. Four different packages of cachaça were presented separately, and each presentation was followed by a set of questions previously elaborated. It was found that the panelists disliked the amber glass bottle with metal crown caps (similar to the beer's bottle cap). Nevertheless, it was noted a preference for the transparent glass bottle, 700 mL capacity, with screw top and label illustrations related to the cachaça's productive process. Details such as brand, quality seals, awards received and information about the place where the cachaça was produced, ageing, and the type of wood of the barrel in which the cachaça was aged influence the purchase of cachaça. It was also observed that the panelists presented a preference standard; the majority was influenced by the same factors at the time of purchase of cachaça.
focus group; cachaça; behavior; consumer; competitiveness; packaging
