INTRODUCTION when cnn listed the world’s coolest nationalities, who came in first? the brazilians.
But don’t just believe CNN. Their slapdash evidence includes just the obvious: Carnaval, soccer, skimpy swimsuits and a certain waxing technique handy for those that use skimpy swimsuits. Instead, believe me. I’ve lived in Brazil. I’m married to a Brazilian. Since 2005, I’ve run Leblon Cachaça, a company that produces Brazil’s traditional sugar cane liquor (the main ingredient in a caipirinha, that world-famous Brazilian cocktail that CNN somehow forgot to mention). It’s the truth: Brazilians are the coolest.
“How To Be A Brazilian” is my attempt to share the insights I’ve picked up over the past 15 years variously living in Brazil, working with Brazilians, and married to my wife Carolina, a classic Brazilian beauty who will disagree with everything that I write in this book. I cover 10 topics, from O Jeito Brasileiro (the Brazilian Way) to Namorar (Love) to Falar (Speak). These are merely sugges tions you can pick and choose from, not some set of ironclad rules meant to be followed strictly and literally. That would be about as un-Brazilian as it gets. But don’t just take it from me. I’ve also added insights from Brazilian friends of mine, whose ideas about “How To Be A Brazilian” are much more native and nuanced than mine.
So cool, in fact, that I’m an American who aspires to be Brazilian. And it’s not because of Pelé and Gisele Bundchen and Carnaval queens and Rio nightlife and Amazonian superfruits. Instead, it’s how average Brazilians living in average places live their daily lives.
Finally, we end the book with a chapter on something near and dear to my heart—great Brazilian cocktails made with Leblon Cachaça and Cedilla Liqueur de Açai. Diving into Brazilian culture can sometimes be a lot easier with a Leblon Caipirinha or Cedilla Spritz in your hand. I hope you enjoy learning how to be a Brazilian, however far from Leblon Beach you may be.
This is not just a “Latin thing.” Although a certain stress-free attitude and joie de vivre distinguishes Latin cultures, Brazilians are quite different. It’s more about customs, tones, mannerisms, attitudes. Add them together in just the right proportions, a dash of spicy malagueta pepper, and voilà: you have one of the coolest cultures in the world.
Steve Luttmann, Founder of Leblon
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