Cachaça, please! Matches and representations from the organizing perspective

The present study aims to research Cachaça, taking it as an object capable of elucidating the role of organizations in the construction of socio-cultural representations. In this way, the research is based on a reflection in which " Cachaça" is problematized between two fields of academic knowledge Organizational Studies and Cultural History. In this sense, the organization is understood as a dynamic process of construction, organizing, and questions are posed about how and what representations are built about Cachaça and what kind of interactions they establish among themselves. Academically, the research is justified for the importance of understanding the new contents that came to be associated with Cachaça in Brazil, from the 1990s. New adjectives were conferred on the drink, such as gourmet, premium and artisanal, at the same time in that terms like regional and national have gained new clothes. The main argument of this thesis is that the clashes of representations are fought especially in the controversies currently placed on Cachaça. Regarding the methodology, the research used written and imaging documents. The data collection was done in the production of folklorists, in the national legislation and the State of Minas Gerais - Brazil; in various documents of state associations and federations; in notes to the productive sector. Television programs, advertising campaigns, labels, photographs, and narratives of subjects interviewed were also analyzed. Finally, the research has demonstrated that there are clashes between the organizations responsible for promoting those representations, expressing in them the disputes that occur between groups and subjects.