Construção de mercado a partir de prátic=
as: Um
estudo do rum dominicano no cenário internacional
Market
constitution based on practices: A study of Dominican rum on the internatio=
nal
scene
Daniel Calbino
https:=
//orcid.org/0000-0001-8260-6126
=
Doutor.
Universidade Federal de São João del Rei (UFS=
J) –
Brasil. dcalbino@ufsj.edu.br
João
Luiz de Souza
https://orcid=
.org/0000-0003-0501-5052
Mestre. Universidade Federal de Lavras =
(UFLA)
–Brasil. E-mail. joaoluizsz@gmail.com
Mozar
Brito
https://orcid=
.org/0000-0001-9891-9688
Doutor. Universidade Federal de Lavras
(UFLA) –Brasil. E-mail. mozarbrito@gmail.com
Valéria
da Glória Pereira
https://orcid=
.org/0000-0002-4757-0129
Doutora. Universidade Federal de Lavras
(UFLA) –Brasil. E-mail. vglobriap@gmail.com
RESUMO
O rum
dominicano é composto por players que
assumem destaque no mercado internacional. Além de líderes mundiais na bala=
nça
comercial, são os maiores exportadores do destilado da cana-de-açúcar na
América Latina. Neste sentido, ao partir da lente teórica da Nova Sociologia
Econômica, o presente trabalho tem por objetivo compreender como as prática=
s de
mercado têm sido desenvolvidas no cenário internacional. Para tanto, foi realizada uma pesquisa qualitativa, tendo como
método o uso de entrevistas e pesquisas documentais, à luz do caso do rum
dominicano. Os resultados evidenciaram que o êxito na construção do mercado
internacional perpassou por práticas normativas que reduziram os custos de
transação, e favoreceram acordos multilaterais. Destaca-se também as prátic=
as
de representação que associaram a bebida aos aspectos culturais da República
Dominicana e aos modos de vida dos jovens estrangeiros que visitam à ilha. =
Ademais,
a adoção de práticas de troca por meio de fusões com grandes conglomerados =
e os
altos investimentos em campanhas publicitárias internacionais, ilustra, do
ponto de vista teórico-empírico, como as mudanças nos arranjos sociais podem
modelar a realidade do mercado internacionalmente.
Palavras-chave: Nova
Sociologia Econômica; práticas de mercado; internacionalização.
<=
/o:p>
ABSTRACT
Dominican rum is composed of=
players
who hold a prominent position in the international market. In addition to b=
eing
global leaders in the trade balance, they are the largest exporters of suga=
rcane
distillates in Latin America. In this regard, adopting the theoretical lens=
of
New Economic Sociology, this study aims to understand how market practices =
have
been developed in the international context. To this end, a qualitative stu=
dy
was conducted, employing interviews and documentary research as methods, in=
the
context of the Dominican rum case. The results indicated that success in
developing the international market was influenced by normative practices t=
hat
reduced transaction costs and favored multilateral agreements. Also notewor=
thy
are the representational practices that associated the beverage with the
cultural aspects of the Dominican Republic and the lifestyles of young
foreigners visiting the island. Furthermore, the adoption of exchange pract=
ices
through mergers with large conglomerates and substantial investments in
international advertising campaigns illustrates, from a theoretical-empiric=
al
perspective, how changes in social arrangements can shape the reality of the
international market.
Keywords : New Economic Sociology; market practices; intern=
ationalization.
Recebido
em 17/07/2025. Aprovado em 05/11/2=
025.
Avaliado pelo sistema double blind peer review. Publicado conforme normas da ABNT.
https://doi.org/10.22279/navus.v16.1976
1 INTRODUÇÃO
O rum da
República Dominicana é um dos maiores destilados consumidos na Europa, em v=
ista
da construção de mercados ao longo das décadas. A ilha que tem uma populaçã=
o de
11 milhões de habitantes, tem se destacado pela liderança na produção e
exportação do Rum caribenho. Com uma estrutura de um arranjo produtivo form=
ado
por grandes destilarias, a bebida registrou 137 milhões de dólares em
exportações em 2022(ITC, 2024).
Em escala
global, a República Dominicana alcança o primeiro lugar no ranking de expor=
tações
de destilados da cana-de-açúcar da América do Sul, América Central e na Reg=
ião
Caribenha. O país ainda ocupa o quinto lugar no ranking mundial de exportaç=
ões
totais em faturamento e volume de líquido. Porém, se a análise comparativa
incluir a balança comercial, é o líder mundial, uma vez que praticamente não
importa o rum, e suas exportações são destinadas para países que reexportam=
a
bebida (ITC, 2024).
Historicam=
ente a
ilha se caracterizou pela produção e exportação de commodities como o açúcar, os charutos, o cacau e a banana. No
entanto, mediante as crises econômicas oriundas de um país estritamente
exportador de produtos de baixo valor agregado, nas últimas décadas a econo=
mia
dominicana passou a estabelecer diversificações, combinando serviços com
manufatura, agricultura e comércio (Cassá , 2016=
).
Essas novas
práticas, somadas a um forte incentivo ao turismo local para estrangeiros,
também serviram como instrumentos para a promoção da bebida como um produto
tipicamente dominicano (Checo, 2014). Chama a atenção que, na última década,
grupos multinacionais do ramo de bebidas passaram a estabelecer fusões e
aquisições de marcas tradicionais da ilha, ampliando a competitividade no
mercado internacional.
Com
base nos esforços observados na modelagem desse mercado, este estudo tem co=
mo
objetivo responder à seguinte questão de pesquisa: Como as práticas de mercado têm sido desenvolvidas no cenário
internacional a partir do caso do rum dominicano?
Para
responder à questão de pesquisa, adotou-se o modelo analítico de Kjellberg e Helgesson (20=
07), que
dialoga com os pressupostos da Nova Sociologia Econômica, a qual concebe os
mercados como uma construção social que extrapola os limites da racionalida=
de
econômica e da regulação monetária.
A escolha se justifica devido ao seu pot=
encial
explicativo para a compreensão das práticas normativas, de representação e =
de
troca. A perspectiva teórica baseada na construção dos mercados por meio de
práticas possibilita, assim, compreender a forma como se estabelecem a
realidade dos mercados.
Enquanto
contribuições, ressalta-se que as bebidas destiladas oriundas da cana-de-aç=
úcar
têm sido investigadas sobre amplos aspectos: estratégias como prática dos
agentes econômicos e lógicas institucionais (Lima et al ., 2017; Calbino et al ., 2022), empreendedorismo co=
mo
prática aplicado aos produtores de destilados artesanais (Borges, 2017; Sil=
vestre
et al ., 2017; Paiva et al ., 2018), aspectos publicitár=
ios
que promovem mudanças na imagem das bebidas brasileiras (Souza; Cunha, 2013=
; Calbino et al=
.,
2021).
Entretanto,
ainda não foram encontradas pesquisas que tratem da construção social dos
mercados, de forma específica, aplicando as práticas de mercado a partir das
dimensões analíticas das normas, representações e trocas de Kjellberg
e Helgesson (2007).
Assim,
o trabalho também pretende, de forma específica, contribuir no avanço das
investigações que têm o rum dominicano como objeto de estudo, lançando luz a
partir de uma análise teórica da Nova Sociologia Econômica.
<=
/o:p>
<=
/o:p>
2 REFERENCIAL T=
EÓRICO
=
2.1 Fundamentos
teóricos da construção social de mercados
<=
/o:p>
O
interesse pela compreensão da relação entre economia e sociedade se manifes=
tou
de modo relevante no fim da década de 1970, por meio do movimento chamado de
Nova Sociologia Econômica. O movimento surgiu com o intuito de desafiar a
separação estabelecida entre a economia e a sociedade, mostrando que os
arranjos sociais podem: restringir, capacitar e constituir a manifestação d=
os
fenômenos econômicos (Fligstein ; Dioun ,
2015).
Aspers
et al . (2015) argumentam que a
sociologia econômica fomenta um campo fértil para pesquisas empíricas, traz=
endo
impactos a outros campos de pesquisa, como a geografia econômica, a
antropologia econômica e, principalmente, os estudos em administração. Assi=
m, a
Nova Sociologia Econômica trata-se de uma vertente investiga o funcionament=
o e
a dinâmica dos mercados. De maneira geral, os mercados são vistos como
processos que estão imersos e implantados em relações sociais e não como
fenômenos dispersos do meio social (Schumbert ; =
Schneider,
2016).
Abramovay
(2004) considera que, na sociologia econômica, os mercados passam a ser
considerados como modelos de coordenação social, caracterizados por conflit=
os,
dependências, estruturas e imprevisibilidades, afastando-se da imagem
tradicional estabelecida pela teoria econômica.
Neste
sentido, diversos estudos buscam explorar esta dinâmica para a compreensão =
dos
mercados como construções sociais, que se constituem por práticas que promo=
vem
mudanças sociais e econômicas. Dentre estes, cita-se K=
jellberg
e Helgesson (2006, 2007) que explicam a dinâmic=
a a
partir de um modelo conceitual de mercados constituídos por práticas. Os
autores definem as práticas como atividades humanas socialmente incorporada=
s,
materialmente habilitadas e desenvolvidas em torno de significados. As prát=
icas
de mercado estão relacionadas a todas as atividades que contribuem para a
construção, manutenção e modelagem dos mercados.
Gosling
et al . (2017) destacam a import=
ância
de compreender o funcionamento dos mercados a partir de percepções baseadas=
em
práticas, considerando que o processo de troca é constituído por elementos =
que
formatam o comportamento dos agentes. Os autores reconhecem que, para inclu=
ir
as especificidades dos elementos econômicos (agentes, práticas), a teorizaç=
ão
dos mercados deve incluir: o processo de troca econômica, que provém da eco=
nomia
neoclássica e a criação de valor do produto, ligado à lógica de serviço dom=
inante
em redes de agentes, que podem manifestar ações complementares ou concorren=
tes.
Nesta perspectiva, as práticas de mercado estão relacionadas aos feitos,
atividades rotineiras e conhecimentos que são reproduzidos pelos agentes
econômicos, que podem (ou não) ser institucionalizadas.
De
acordo com Kjellberg e Hel=
gesson
(2006), para compreender como os mercados são moldados parte-se da premissa=
de que
os processos enfrentados pelos atores são dinâmicos e múltiplos. O caráter
dinâmico da modelagem deve-se às influências que desenvolvem o campo econôm=
ico,
vindas da contabilidade, marketing, teorias organizacionais e ciência
econômica. Este conjunto de conhecimentos influenciam as práticas e,
consequentemente, promove a formação dos mercados.
Neste
sentido, os mercados se estabelecem através de atividades provenientes da
interação entre arranjos que envolvem diversos dispositivos, como tecnologi=
as,
regras, acordos. De maneira geral, para se compreender este último pressupo=
sto,
os mercados podem ser vistos como resultado de práticas (Gosling et al ., 2017).
Kjellberg
e Helgesson (2006) argumentam que a abordagem
direcionada para as práticas de mercado pode ser utilizada para duas
importantes contribuições: oferecer dispositivos conceituais que permitam u=
ma
caracterização mais rica dos elementos moldados pelas práticas e proporcion=
ar
melhor entendimento sobre os processos que levam a determinados resultados =
no
campo econômico. A proposta desenvolvida pelos autores busca, assim,
representar um modelo considerando as diversas atividades que contribuem pa=
ra a
construção dos mercados.
<=
/o:p>
2.2 Abordagem t=
eórica
para a compreensão da constituição de mercados
<=
/o:p>
A
base do modelo teórico desenvolvido por Kjellberg e Helgesson (2007) são as práticas definidas por normat=
ivas,
representação e trocas. As práticas normativas representam as atividades que
contribuem para o estabelecimento de diretrizes que definem o funcionamento=
dos
mercados e como as trocas se efetuam. Enquanto exemplos citam-se as reforma=
s de
mercado, regras gerais que especificam a concorrência, elaboração de padrõe=
s de
qualidade e fiscalização do mercado (Kjellberg ;=
Helgesson , 2007; Araujo et
al ., 2008).
Storbacka
e Nenonen (2011) destacam que as práticas norma=
tivas consistem
em esforços empreendidos no campo econômico para que os agentes estejam
adaptados à realizar trocas econômicas com base =
em um
conjunto particular de regras. Através das práticas normativas (das regras
comumente aceitas no campo), os agentes econômicos buscam desenvolver model=
os
de negócios estáveis (Kjellberg ; Helgesson ,
2007; Storbacka ; Nenonen,
2011).
As
práticas de representação retratam as atividades dos mercados ao descrever a
estrutura e o funcionamento de produtos específicos. Estas práticas são
essenciais para mostrar como os mercados são moldados (Kjellberg ;
Helgesson , 2007). Storback=
a
e Nenonen (2011) consideram que as práticas de
representação são os esforços empreendidos pelos agentes que caracterizam o=
seu
funcionamento, ou seja, reproduzem uma imagem compartilhada de determinado
mercado. Medeiros (2013) também considera que as práticas representacionais=
são
essenciais quando os agentes buscam descrever o desempenho dos mercados por
meio de uma linguagem comum, utilizando imagens, símbolos e conceitos que
indicam as ações a serem executadas. Assim, as práticas de representação po=
dem
ser definidas como atividades por meio das quais se representam e desenvolv=
em
imagens de determinado mercado.
Por
fim, as práticas de troca estão relacionadas diretamente às atividades de
efetuação de trocas econômicas, apresentação de produção, negociação de pre=
ços,
formas de entrega, publicidade e organização da distribuição de produtos. <=
span
class=3DSpellE>Storbacka e Nenonen (2011=
, p.
245) complementam que tais práticas influenciam na maneira como o objeto de
troca é definido e como a relação entre o comprador e o vendedor é configur=
ada.
Desta forma, as práticas de troca podem ser vistas como “proposições de val=
or
que são comunicadas, refinadas e acordadas - considerando a reconfiguração =
de
recursos dentro da rede para atualizar a proposição de valor”.
A
partir do modelo teórico desenvolvido pelos autores é relevante considerar =
que
as três práticas estão interligadas e influenciam as condições de cada uma
delas. Deste modo, as práticas normativas e de representação podem influenc=
iar
na constituição de práticas de troca, bem como as práticas de troca e de
representação podem afetar os esforços normativos do mercado.
Fig=
ura 1 -
Constituição dos mercados através das relações entre práticas
Fonte: K=
jellberg
e Helgesson (2007, p. 151).
O
ponto central do modelo é que os agentes são considerados resultados de
práticas interativas em redes, sendo que as redes possuem formatos variávei=
s de
acordo com as situações as quais os atores estão envolvidos. Neste sentido,=
os
atores do mercado são configurados em um processo de “Inter definição”, em =
que
as características dos agentes se constituem através da interação com os
demais.
Baseando-se
neste conceito é possível compreender que mediante ao processo das práticas=
, o
mercado pode ser considerado uma entidade contínua. Assim, as práticas
possibilitam ampliar o entendimento sobre o funcionamento de determinados
mercados e identificar os agentes que promovem o surgimento de novos mercad=
os
ou mesmo a modelagem de mercados já existentes (Schumb=
ert ;
Schneider, 2016; Gosling et al .,
2017).
<=
/o:p>
3 METODOLOGIA
<=
/o:p>
A
natureza da pesquisa caracterizou-se por uma abordagem qualitativa, definida
por significados atribuídos pelos indivíduos que vivenciam determinado
fenômeno, com o objetivo de compreender as diversas percepções sobre a
realidade estudada (Creswell , 2010). Assim, o e=
studo
foi realizado junto aos agentes que atuam no mercado do rum, de modo a
identificar as percepções das práticas na construção do atual mercado.=
No
que se refere à coleta dos dados, foram realizadas duas etapas: a primeira
utilizou-se da pesquisa bibliográfica para a construção da discussão em tor=
no
do rum. A segunda etapa foi composta pelos procedimentos de campo, que
contemplaram a coleta dos dados da pesquisa por meio da combinação das técn=
icas
de entrevista qualitativa junto aos atores do setor do rum e a pesquisa
documental de dados secundários (Creswell , 2010=
),
proveniente de publicações das instituições que compõem e representam o mer=
cado
do rum.
Para
a pesquisa bibliográfica foram utilizados artigos e livros que tratassem so=
bre
a história do rum, suas características de produção, o desenvolvimento de
mercado e suas especificidades. A coleta dos dados foi feita através dos ba=
ncos
de dados de busca, como o Portal Periódicos CAPES e o Google Acadêmico,
utilizando-se do termo “Rum Dominicano”, e consultas no acervo da Bibliotec=
a da
Universidad Autonomia De Santo Domingo .<=
/o:p>
Na
segunda etapa utilizou-se de entrevistas em profundidade com a utilização de
roteiro semiestruturado. As entrevistas podem ser consideradas um evento de
intercâmbio dialógico, em que o pesquisador busca através do diálogo com o
entrevistado obter relatos sobre determinados elementos, situações e percep=
ções
sobre o objeto que está sendo estudado (Godoi; Mattos, 2010).
As
entrevistas, realizadas presencialmente e online
na República Dominicana ,
ocorreram entre 2022 e 2023, contemplando atores que atuaram e/ou presencia=
ram
a construção no campo do rum no mercado espanhol. Foram selecionados na
República Dominicana: 1 Periodista da TV dominicana, 1 Economista do setor =
do
rum, 2 servidores do museu nacional do rum, 1 diretora da Associação Nacion=
al
dos Produtores de Rum, 1 representante comercial de uma grande empresa
exportadora e 1 pesquisador e historiador dominicano. No total, foram
analisadas 30 páginas de documentos e 08 horas de gravação que foram em seg=
uida
transcritas para o software Word
10.
Para
o tratamento dos dados obtidos durante a coleta, a técnica adotada foi a
análise de narrativas. Zaccarelli e Godoy (2013)
comentam que a pesquisa de narrativas proporciona o trabalho em um campo
multidisciplinar, principalmente por ser composta por diversas abordagens. =
Este
modelo de análise tem como princípio interpretar uma realidade através de um
conjunto de perspectivas vivenciadas pelos indivíduos.
Buscou-se conduzir as entrevistas de modo que os
atores relatassem a sua trajetória e seu nas mudanças vivenciadas nos últim=
os
anos em relação ao contexto socioeconômico do rum.
Feitas as considerações, no tópico a seguir ser=
ão apresentados
os casos ilustrativos das construções de mercados, e ao final dos resultado=
s,
realizaremos uma análise, ilustrando a diversidad=
e das
características existente nos alambiques e como o mercado do rum possui
diversas facetas, níveis e estruturas.
4 RESULTADOS
<=
/o:p>
4.1 Construção =
do
mercado dominicano à luz das Práticas de Trocas, Normativa e Representativa=
.
A
República Dominicana é uma ilha situada na América Central que divide parte=
do
território com o Haiti. A sua parte territorial compõe 48.670 km2, o que em
termos de comparação equivale a 0,5% do território brasileiro. Com uma
população estimada de 10,6 milhões de habitantes (20 vezes menor que a
brasileira), é considerada a maior economia do Caribe, com destacados índic=
es
de crescimento médio (5% ao ano) nos últimos 20 anos.
Historicamente
caracterizada pelo primeiro assentamento europeu permanente da América, o p=
aís
também foi o pioneiro da América a ter a introdução do cultivo da cana-de-a=
çúcar,
em 1493, na segunda viagem de Cristóvão Colombo à ilha (Cassá ,
2016).
Quanto
ao início da produção da cana e do seu subproduto, o rum, os dados históric=
os
indicam que o primeiro engenho de cana-de-açúcar foi instalado em 1501, por
Pedro de Atienza (Cassá,
2016). A etimologia rum possivelmente é uma importação, de origem inglesa,
mencionada pela primeira vez em 1650 em Barbados, por =
Rumbillion , nome dado as fe=
stas
que os piratas celebravam depois de obter grandes tesouros das excursões.
Enquanto
os registros históricos indicam que, no século XVII, a aguardente de cana-d=
e-açúcar
já era produzida nas ilhas das Antilhas e exportada, no caso da República
Dominicana, é apenas no século XVIII que se encontram registros da etimolog=
ia,
especificamente em 1720, para se referir à proibição da fabricação de
aguardente e mistelas de canas, por parte da Coroa Espanhola.
Em
1844, após a independência do país, a República Dominicana organizou sua
economia para tentar ampliar sua atuação, até então limitada às atividades
regionais de produção do tabaco, da madeira e da cana-de-açúcar.
É
a partir de 1880, que se registram efetivas práticas de reestruturação do
mercado do Rum. O período foi marcado por rearranjos sociais que envolveram=
as
primeiras práticas normativas que favoreciam a produção da bebida local. O
governo adotou sistemas de controle da qualidade e incentivos fiscais para o
aumento da produção no país. Observou-se também o favorecimento de investim=
entos
governamentais em capitais que favoreceram as renovações tecnológicas e cri=
ação
de numerosos engenhos, que se caracterizou pela modernidade do setor ( Funcionário do Museu do Rum Nacional,
Entrevista Pessoal, 2023 ). Os
resultados gerados pela modernização do setor do rum implicaram rapidamente=
na
melhoria da qualidade do produto, que, consequentemente, passou a modificar=
as
práticas de representação. Se antes, a bebida não tinha prestígio, passou a
receber reconhecimentos internacionais. Isso fica evidenciado em registros
históricos que indicam que os produtores de rum participaram de diversos
eventos na Europa e nos Estados Unidos, entre 1883 e 1894, alcançando
premiações internacionais (Checo, 2014).
Apesar
dessas mudanças, os resultados não trouxeram impactos diretos para as
exportações. Conforme registra a matéria no
El Diário del Comercio , de 20 de março de 1=
935, o
jornal questiona os motivos do país, mesmo possuindo uma bebida de alta
qualidade, comparada aos principais concorrentes da época, não conseguiu
alcançar o mercado norte-americano:
«Nuestros licores en el Norte» en diversas parte=
s de
la República existían importantes fábricas de rones que eran «verdaderas
promesas del porvenir, industrial» y que se podía aprovechar el momento en =
que
la Ley Seca de Estados Unidos no existía, para tratar de introducir en los
«vastísimos mercados los licores de producción nacional». «En cuanto a
presentación, nada tienen que envidiarles a los de otras partes del mundo, =
y a
calidad bien sabido que nuestro ron goza de fama no sólo entre nosotros sin=
o en
diversas pequeñas Antillas en donde ha sido probado, por elementos que
podríamos considerar expertos catadores» (Checo , p.158, 2014).=
É,
no entanto, a partir da década de 1970, que se observará, na construção de
mercados internacionais, os primeiros avanços das exportações do rum
dominicano. Isso se fundamenta na construção de práticas normativas fundada=
s na
elaboração, por parte de Leis do Estado, de zonas francas industriais,
orientadas para o mercado norte-americano. No mesmo período, foi fundado o
Centro Dominicano de Promoção das exportações, cujas normas foram reguladas=
a
partir da Lei nº 137, de 21 de maio de 1971 (Bautista; Mejia ;
Delgado, 2014).
Destaca-se
também a elaboração de um arranjo social, a partir da criação, em 1974, da
primeira Associação Internacional dos Produtores de Rum do mundo. Liderada =
pelo
dominicano José Armando Bermúdez, a associação foi criada durante a Feira
Mundial do Rum, em Caracas, contemplando dez países, sendo eles: Haiti, Pan=
amá,
Cuba, Colômbia, Trinidad Tobago, Guatemala, Peru, Venezuela, Nicarágua e
República Dominicana.
A Associaç=
ão se
articulou no propósito de utilizar práticas normativas para estabelecer
fronteiras de adesão entre os membros. Para tal, criaram programas de contr=
ole
da qualidade do rum, além de se estruturarem para ampliar o poder de negoci=
ação
internacional. Uma das primeiras medidas foi a realização de acordos com os
Estados Unidos, estabelecendo regras sobre a incidência tributária para a
importação do rum.
A partir d=
essas
práticas de construção de mercados, os desdobramentos geraram a organização=
em
fóruns caribenhos que estabeleceram acordos comerciais com a União Europeia,
nas décadas de 1990 e 2000, contemplando 70 milhões de dólares para o setor=
de
rum de 15 países (Enlace Gobierno, 2014).
Em 1984, a
partir da Iniciativa Cuenca del Caribe, possuír=
am um
acesso privilegiado ao mercado norte-americano.
O acesso das exportações do rum entrava de forma unilateral, livre de
impostos aduaneiros (Bautista; Mejia ; Delgado, =
2014).
Outra
prática relevante foram os avanços dos investimentos por parte dos atores
empreendedores na modernização das indústrias de rum, o que permitiu altera=
r as
práticas de representação no cenário internacional. A bebida passou a ser
apresentada por status superior, conforme relata um funcionário do Museu do=
Rum
Nacional:
El ron
(dominicano) hasta la década de 1970 era una bebida estándar. No teníamos
reservas, grandes reservas. Lo es, sin embargo, a partir de 1980, y mediante
fusiones con grupos españoles. Creo que esto fue importante para llegar a la
posición que tenemos hoy (4- Funcionário do Museu do Rum Nacional, En=
trevista
Pessoal , 2023).
<=
/o:p>
Somada
a isso, destaca-se as campanhas publicitárias da República Dominicana, na
época, estabeleciam uma relação próxima com o apelo no turismo, conforme
relatou o diretor de marketing da empresa Brugal:
Los primeros comerciales de Bru=
gal
pertenece a los comerciales clásicos de la publicidad dominicana, en estos =
se
muestra la dominicanidad en su máxima expresión, en estos se muestra el sab=
or
de la gente, el merengue como patrimonio cultural, nuestra fiesta, en fin,
nuestra cultura. Una figura que siempre estaba en estos comerciales era la
mujer extranjera o en buen dominicano ¨La Americana¨, esta se usaba para
representar el gusto y asombro por nuestra cultura, estos comerciales estab=
an
enfocados en atraer nuevos consumidores extranjeros y a promocionar el turi=
smo
de nuestra isla (Sosa; Sierra, 2018, p.140).
<=
/o:p>
A
ilha por estar situada no mar do caribe, é o segundo destino dos turistas da
América Latina e Caribe. Em 2022, enquanto o Brasil recebia 3,6 milhões de
estrangeiros, a República Dominicana alcançou quase o dobro: 7,1 milhões (<=
span
class=3DSpellE>Statista , 2022). Portanto, ao receber estrangeiros de
diversas partes do mundo, em especial dos Estados Unidos e da Europa, a ênf=
ase
no rum como uma bebida típica local e cultural foi central para as práticas=
de
representação do setor.
Merece
destaque que o país é caracterizado por grandes redes hoteleiras,
principalmente na região de Punta Cana, cuja tr=
adição
é oriunda de empresários espanhóis. Essa proximidade entre nações, contribu=
iu
para o apelo ao turismo e a sua representação com aspectos culturais como o=
rum
e do povo dominicano:
Cuando algui=
en
viaja quiere tener recuerdos de sus experiencias en un país. En nuestro cas=
o el
pueblo dominicano está muy contento, bromeo con que tratan mejor a los
extranjeros que a nosotros. Esta alegría es algo que fortalece la imagen del
ron. Y esto pasa con los turistas españoles que visitan nuestro país (7-
Periodista da TV Dominicana, Entrevista Pessoal ,
2023).
<=
/o:p>
É,
contudo, na década de 1990 que o setor de rum dominicano terá expressivos
avanços na expansão internacional. Merece destaque as práticas de trocas
exercidas pela empresa Brugal , que assumirá o
protagonismo internacional no período, sendo a única a vender, em 1991 e 19=
92,
2 milhões e 2,6 milhões de caixas de rum, respectivamente, e alcançando 47%=
do
mercado do país (Checo, 2014).
Nesse
momento, a empresa passa a atuar com as exportações para os mercados de Nova
Iorque, Miami e Nova Jersey, oferecendo o rum branco e o dourado, para aten=
der
as demandas, principalmente dos dominicanos expatriados nos Estados Unidos.
Esse fato mostra um elemento singular, já que os resultados das práticas de
construção de mercados, levaram a comunidade dominicana a almejar a bebida =
como
um orgulho nacional.
Com
a política de expansão no mercado internacional, a Empresa Brugal ,
em dezembro de 1993, adquiriu uma tradicional empresa dominicana, a Pedro J=
usto
Carríon , fundada em 1899 e conhecida pelo tradi=
cional
rum Macorix , o que permitiu ampliar a atuação no
mercado internacional.
Enquanto
práticas de trocas no mercado internacional, a empresa passou a focar
principalmente no cenário europeu, ofertando um produto premium , como os runs de maior envelhecimento e de maior status=
, já
que havia observado uma tendência de mudança de comportamento do consumidor=
:
Ellos aprecian mucho la calidad», sostenía en la
entrevista, destacando que los más vendidos de la rama Brugal eran el «Extra
Viejo» y el «Añejo», expresando a seguidas que Brugal & Co. había centr=
ado
su campaña en esos rones y no en el blanco, que domina la competencia, era =
más
barato e iba perdiendo terreno (Checo, 2014 p.312).
Ao mesmo tempo realizou const=
antes
pesquisas de mercado com a finalidade de compreender os gostos e preferênci=
as
dos clientes e das respectivas opiniões sobre os índices de satisfação (Polanco ; Polanco ; Castro,=
2000),
além da representação em feiras internacionais e através de revistas e
catálogos que concentravam os grandes clientes e concorrentes (Garcia; Mora,
2012).
Outra prática de troca adotada foi a pro=
moção
internacional com rodadas de degustações, na qual a empresa levava a
participação de mestres de runs famosos, no intuito de explicar aos
participantes a história do rum, as qualidades que a bebida possuía e as fo=
rmas
de como degustá-la (Bautista; Mejia ; Delgado, 2=
014).
Na
percepção de um membro da equipe da empresa Barceló,
as décadas de 90 foram marcadas por intensas campanhas publicitárias, media=
das
por profissionais renomados do setor do marketing internacional:
Un elemento
central que explica la evolución de las exportaciones es que la empresa
invirtió mucho en marketing en el exterior. Uno de los empleados aquí fue
director de marketing global de Coca-Cola. Entonces, esta inversión de mucho
dinero y gente especializada es la que creo que es una de las explicaciones=
(8
– Promoter da Empresa Barceló, Entrevista Pessoal , 2023).
<=
/o:p>
Os
resultados implicaram no crescimento contínuo de 30% ao ano das exportações,
além da continuidade das expansões no cenário norte-americano. No ano de 19=
97,
a empresa Brugal passou a ser segunda empresa do
mundo no ramo de destilados que mais cresceu no período, só atrás da marca
Tequila Sauza , do México. A empresa assumiu tam=
bém
70% de todo o mercado dominicano e o posto de segunda maior produtora de ru=
m do
mundo, atrás apenas da empresa Bacardi .
É
importante considerar que nesse período o governo federal, contribuiu com
práticas normativas que favoreceram as exportações dominicanas. A Lei 84-99
incentivou as exportações mediante ao reembolso de direitos aduaneiros e
impostos de compensação simplificada, além de um regime de admissão temporal
para o aperfeiçoamento ativo.
As
mudanças estabeleceram o direito de reembolso de impostos e transferências =
de
bens industrializado e serviços, bem como de impostos seletivos ao consumo,
pagos aos adquirir matérias primas e bens intermediários, facilitando, assi=
m, a
aquisição de importados para o setor do rum (Bautista; Mejia ;
Delgado, 2014).
4.2 Construção =
do
mercado dominicano à luz das Práticas de Trocas, Normativa e Representativa=
.
O
início da década de 2000 foi marcado por sucessivas reformas tributárias, no
intuito de aumentar a arrecadação do Estado, o que desfavoreceu o setor do =
rum.
O resultado foi a redução da produção de cinco milhões de caixas de rum, pa=
ra
quatro milhões em 2002 (9 - Diretoria Jurídica da Adop=
ron ,
Entrevista Pessoal, 2023).
Por
outro lado, as exportações apresentaram substanciais crescimentos,
impulsionadas pelo destino europeu, a partir do ano de 2003, em especial a
Espanha. Na opinião de um economista do setor, isso ocorreu, principalmente
pela necessidade de lidar com as possíveis perdas de renda, no mercado naci=
onal
(10- Economista do Setor do Rum dominicano, Entrevista Pessoal, 2023).=
Destaca-se,
no período, a empresa Barceló , criada por jovens
espanhóis que migraram para a ilha dominicana em 1929. A empresa que foi lí=
der
do mercado da capital dominicana em meados da década de 1980, iniciou no fi=
nal
da década de 1990 a modernização da construção de uma nova destilaria marca=
da
por avançadas tecnologias (Cuevas; Ramos; Acosta, 2012). =
Em
2001 a empresa realizou uma fusão com um grupo de empresários espanhóis. Co=
m a
aquisição, a tradicional empresa Siboney passou também a fazer parte do gru=
po.
A partir do ano de 2002, a empresa separou as operações internacionais,
destinando ao grupo Varma a distribuição no mer=
cado
espanhol, alcançando em 2005 a presença em 31 países (Arias; Urbáez ; Reyes, 2011).
O
aumento sucessivo das exportações colocou a bebida acima de produtos
tradicionais como a banana, a cerveja e o cigarro, no ano de 2007. Em vista=
dos
altos crescimento do setor, a Empresa Brugal , q=
ue
ainda era nacional, foi comprada, por meio de uma fusão, em 05 de fevereiro=
de
2008, pela Edrignton , tradicional grupo respons=
ável
pelo Scotch Whisky, Grouse , de maior venda na
Escócia. A compra, de 83% das ações referente a soma de 390 milhões de dóla=
res,
ocorreu em vista do sucesso da empresa no mercado internacional (Delgado,
2015).
A
partir desse período de grandes fusões com grupos internacionais tradiciona=
is,
observam-se mudanças nos processos de práticas internacionais. A empresa Brugal passou a dividir 50% dos custos de mercado com=
os
parceiros distribuidores. Nas campanhas de marketing a empresa fez
investimentos significativos juntamente com os parceiros, além de priorizar
apenas um sócio, exclusivo de acordo com cada área de distribuição (Garcia;
Mora, 2012).
Já
a empresa Bárcelo , que desde 2003 tinha realiza=
do a
fusão com o grupo espanhol, recorreu também à estratégia de oferecer
subprodutos de fama internacional, contudo para ser envasado para a venda c=
om
marca privada de várias cadeias internacionais, entre elas o Carrefour (Ari=
as; Urbáez ; Reyes, 2011).
As
mudanças trouxeram também aumentos no faturamento e volume de litros
exportados. Observa-se no Quadro 01 que o ano de 2010 foi marcado pelo reco=
rde
de 106 milhões de dólares de faturamento.
Quadro 1 – Evolução das Exportações por faturamento (US$) da República Dominica (2008 a 2015).
Fonte: Elaborado pelo autor, a
partir de pesquisa na ITC Trade Map e Comexstat ,
2024.
Por
outro lado, é importante observar que a partir de 2011 as exportações
dominicanas foram marcadas por declives no faturamento e volume de litros
(Quadro 1). Isso parece ter íntima relação com a crise econômica mundial, em
especial a europeia e a norte-americana, os maiores destinos das exportações
dominicanas.
A
partir desse cenário adverso, e de uma possível tentativa de renovação do
público consumidor do rum, a última década foi marcada por práticas de troc=
as
fundadas em intensas campanhas publicitárias para atingir o público joven , principalmente a partir do uso de redes sociai=
s,
conforme relata o diretor de Marketing da empresa Barc=
eló :
Los medios h=
an
incurrido en grandes cambios según la evolución de la comunicación. Cada vez
más los consumidores están más conectados a través de sus móviles y tienen =
una
mayor exposición a estos, más que los medios tradicionales. Es por esto que=
las
plataformas y medios digitales son muy importantes e imprescindibles para l=
as
marcas en este periodo. Tanto con manejo de redes sociales como medios pago=
s se
consideran los siguientes: Facebook, Instagram, Twitter, Google Ads y YouTube, además de algunos medios tradicionales=
de información pero en el segmento digital como Listín Di=
ario,
Diario Libre, Periódico Hoy, etc (Sepúlveda; Garcia ; Escaño, 2016, p.73).
=
<=
/o:p>
A
Barceló recorreu também à associação de eventos
musicais com as coberturas nas redes sociais. O principal evento internacio=
nal
promovido pela empresa foi o Desalia, criado com a proposta de trazer turis=
tas
estrangeiros para a República Dominicana, associando um festival de música
eletrônica com o caribe (Ron barceló , 2024).
Na
concepção da diretora de marketing da empresa, o evento, que chegou à sua 1=
5ª
edição, em 2022, representa um logro na associação entre o turismo e a bebi=
da
rum, tornando-se um dos eventos de maior desejo pelos jovens europeus:
Desalia es el evento experiencial más deseado por la
generación Z, millennials y jóvenes. ACCIONA Cu=
ltura
ha formado parte de su diseño, producción y organización hasta en cuatro
ediciones. Durante ese tiempo, ha recibido 22 premios internacionales, entre
los que destaca el Gran Premio del Jurado por el 10º aniversario de Desalia en los premios Eventoplu=
s
y reconocimientos en categorías como Mejor Experiencia de Marca, Mejor Even=
to
de Celebración, Mejor evento de RRPP y Mejor evento de impacto en redes y
medios, entre otros (Acciona Cultura, p.1, 2022).
Ao mesmo t=
empo
em que as empresas dominicanas atuavam para o público jovem, buscavam alcan=
çar
os adultos, por meio de produtos na categoria ultra premium . A empresa Brugal lançou
mundialmente, em 2015, o Papá Andrés, edição li=
mitada
com apenas 1000 garrafas, comercializadas ao valor de 1.500 dólares cada. O
lançamento dos produtos de status mais elevado geralmente ocorria em lugares
luxuosos e associados a alta gastronomia, como o caso do Run
Festival, no Hotel Westin Palace, da capital espanhola.
A associaç=
ão com
a culinária contou com a presença da ganhadora da última edição do programa
televisivo Top Chef Espanha, além da presença de chefs internacionais,
renomados pela gastronomia internacional, conforme indica a matéria: <=
/o:p>
=
;
Ron Brugal dio a conocer las últimas novedades d=
e la
marca acompañado de una de las figuras más importantes de la gastronomía de
nuestro país, como es B=
egoña
Rodrigo (ganadora de la última
edición de Top Chef España ). Además, c=
on
el fin de educar sobre otras formas de consumo del ron y demostrar así las
distintas posibilidades que este destilado tiene en la gastronomía, el
chef Mario Sandoval (1 Estrella Michelin, 3 Soles Repsol, Premio
Nacional de Gastronomía 2013 ) llevó a ca=
bo
un almuerzo de prensa en el que presentó un delicioso y exclusivo menú
(Gastronomia.com, p.1, 2015).
Outra
ação institucional, utilizada pelo setor, principalmente para atuar nos
produtos de maior status, foi a contratação de embaixadores na função de
representantes das marcas em cada país. No contexto espanhol, a empresa Barceló recorreu ao trabalho de atingir os consumidor=
es
entre 30 e 40 anos, de maior poder aquisitivo.
Para
tal, o papel da embaixadora, representante da marca, consistia em realizar =
um
trabalho com os profissionais do setor hoteleiro, no intuito de conhecerem
melhor o produto para ter ferramentas para oferecer aos clientes, além de c=
riar
ações que contribuíssem para impulsionar a marca no mercado em que estavam
inseridos:
Yo en España estoy más centrada en la parte Prem=
ium
de Ron Barceló, esto es, Imperial, Imperial Onyx e Imperial Premium Blend , que son tres referencias que pasan mucho tiemp=
o en
barrica y presentan unas características diferentes al Ron Barceló Añejo que
todos nos tomamos combinado con refresco. Son productos más desconocidos, a=
sí
que mi labor más específica es darlos a conocer, sobre todo ahora que el
consumidor es más 'gastro' y se anima más a probar cosas atendiendo a la
calidad y el origen (Puga, 2020, p.1).
Ressalta-se
ainda o enfoque, mais assertivo no mercado norte-americano, por meio de
campanhas de publicidades e ações institucionais, que passou novamente a ser
visto como um forte potencial consumidor dos runs dominicanos, como relatado
pela diretora comercial da Empresa Brugal :=
Hoy día nos enfocamos en la expansión de nuestra
operación en Estados Unidos, el mercado de bebidas premium más grande del
mundo. Estados Unidos experimentará un crecimiento superior en los próximos
años a todo el resto del mundo. Queremos ser protagonistas de ese gran
crecimiento” (Reynoso; Romero; Espinalo , 2021, =
p.47).
Enquanto
resultados, é possível observar o aumento gradativo no faturamento das
exportações nos últimos anos, tendo como recordes na série histórica das
exportações os anos de 2021 e 2022, superando a casa do 100 milhões de dóla=
res
exportados (Quadro 2).
Quadro 2 – Evolução das Exportações por faturamento (US$) da República Dominica (2016 a 2022).
Fonte: Elaborado pelo autor, a
partir de pesquisa na ITC Trade Map e Comexstat ,
2024.
Uma
possível hipótese para a menor perda pode estar relacionada às intensas
campanhas publicitárias que ocorreram durante o período pandêmico,
principalmente pelo incentivo do consumo na rede hoteleira e nos moldes off-trade .
Em
junho de 2020, após a abertura gradual do comércio na primeira onda da
Covid-19, a empresa Barceló , para apoiar o seto=
r de
hotéis e as redes de bares da Espanha, financiou 100 mil consumidores para
buscar, em 1.500 locais de toda a Espanha, drinques e doses do rum.
A
proposta consistiu em ofertar pela plataforma virtual, a escolha do bar e da
província em que os participantes atuariam, gerando um código QR, para most=
rar
nos bares, com o direito de convidar até três amigos. Em apenas uma semana,
todos os brindes haviam acabado, o que fez a empresa realizar um aporte de =
mais
20 mil doses para os consumidores (Revista Hosteleria<=
/span>,
2020).
Em
fevereiro de 2021, ainda durante uma das ondas da Covid-19, o Escritório de
Promoção Turística da República dominicana havia escolhido como protagonism=
o as
ações promocionais durante o carnaval. Por meio de uma rodada virtual de
degustações conduzida pelo embaixador da marca na Espanha e por um mestre de
rum, a empresa Brugal , realizou eventos sobre as
nuances do rum dominicano:
Con esta iniciativa promocional apoyada por las marcas Brugal y Veleiro , República Dominicana reitera su apuesta por =
el
mercado español. A pesar de las dificultades que afectan al turismo
internacional, el destino preferido por los viajeros en el Caribe no renunc=
ia a
"celebrar" su Carnaval, que por cierto es de los más largos,
abarcando todo el mes de febrero. Con el elixir de la buena vida y del
Carnaval, el ron, como perfecto acompañante, República Dominicana nos alien=
ta a
conservar intacta la ilusión de viajar y disfrutar de la vida (El economist=
a,
p.1, 2021).
Por
fim, os resultados da construção de mercado do rum dominicano alcançaram
alterações de sentidos de um campo institucionalo caso espanhol, apesar de o rum
estar presente desde o período colonial, nas últimas décadas as sucessivas
ações institucionais moldaram hábitos culturais da população, como o hábito=
de
consumo do car=
ajillo ,
um café que tradicionalmente era misturado como brandy
En España
existía el Carajillo, un café natural con un poco de azúcar y con marca. Pu=
ede
ser café natural o un poco de azúcar. Cuando entró el ron, en un restaurante
decía: ¿carajilho ? Sí. ¿Con marca o ron? Ahora =
mismo
lo normal es que el asturiano ya lo haya asumido como propio (Almuerzo de <=
span
class=3DSpellE>negocios,n .p , 2022).<=
/o:p>
<=
/o:p>
Já do ponto de vista da agênc=
ia,
enquanto a empresa Brugal se situou entre as ci=
nco
principais marcas de rum do mundo e em 15º no ranking da categoria de
destilados premium, alcançando 50 mercados internacionais (Casa Brugal , 2024), a empresa Barceló=
passou a ser o rum mais consumido na Espanha, a partir do ano de 2017, vend=
endo
nos últimos anos 1,3 milhões de caixas de 8,4 litros só do rum anejo , alçando o posto do rum escuro mais exportado do
mundo e presente em mais de 80 países (Ron Barceló,
2024).
5 CONCLUSÃO
<=
/o:p>
Buscou-se
neste artigo investigar o processo de construção das práticas de mercado
realizada no setor do rum dominicano. Neste sentido, adotou-se o modelo
analítico de Kjellberg e H=
elgesson
(2007) cujos fundamentos se aproximam da Nova Sociologia Econômica. Esta
abordagem reconhece a relevância das relações sociais e o papel dos atores =
na
construção de mercados, constituídos por diferentes práticas sociais. =
A
análise dos resultados evidenciou que as categorias de análise que estrutur=
am o
modelo analítico apresentam elevando potencial para compreender o processo =
de
construção de mercados. Ao longo da sua trajetória, o Estado dominicano pro=
moveu
diversas modificações em seus arranjos para se adequar às diversas
regulamentações e leis que regulam o processo de produção e distribuição.
Portanto, trata-se de uma organização que tem procurado construir o mercado
para os seus produtos em consonância com as demandas dos padrões internacio=
nais.
Desde
a entrada do rum dominicano no mercado internacional, os atores tem exercido
práticas de trocas em um nicho de mercado constituído por consumidores que
valorizam a qualidade do rum para a sua decisão de compra. Além de cumprir =
as
normas de produção do mercado, esta organização tem investido na realização=
e
sustentação das práticas de trocas que envolvem embaixadores e parceiras com
grandes distribuidores internacionais.
As
práticas de representações construídas pelas organizações estudadas também =
se
diferenciam e guardam algumas especificidades. As empresas exportadoras, al=
ém
de criar uma prática de representação à luz do turismo caribenho, recorrem à
narrativa de associação da bebida ao público europeu jovem, enquanto mecani=
smo
de associação de valores. Por sua vez, tem construído uma narrativa que vis=
a criar
um imaginário social em torno do seu produto. Para tanto, despertam as
dimensões afetivas da bebida com as dinâmicas dos atuais influencers , mobilizando a dimensão cultural com os novos públi=
cos,
ao mesmo tempo em que apresentam a bebida com alusão aos melhores destilados
importados.
Apesar
dos resultados não serem generalizáveis, os seus dados agregam novos
conhecimentos sobre o processo de construção de mercado realizado por gesto=
res
e outros membros desta modalidade de organizações. Além disso, estes estudos
evidenciam como as imbricações entre as práticas de troca, representação e
normativas determinam a dinâmica do mercado do rum.=
Conclui-se
que o modelo de análise adotado apresenta um elevado potencial heurístico p=
ara
explicar o processo de constituição do mercado. Por esta razão, sugere-se o
desenvolvimento de outros estudos que considerem os aspectos institucionais=
e
as práticas de mercado também no campo dos destilados concorrentes do rum, =
no
contexto internacional.
<=
/o:p>
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/o:p>
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