Wineries have conquered new markets for Brazilian wines at ProWein, prospecting US$ 1 million in business

Dusseldorf, Germany – The 2014 Football World Cup in Brazil and the 2016 Olympic Games in Rio de Janeiro are drawing attention around the world to Brazilian wines. That was the impression at the 8th participation of Wines of Brazil project, carried out in partnership with Ibravin (The Brazilian Wine Institute) and Apex-Brazil (The Brazilian Agency for Promotion of Export and Investments), at ProWein, one of the most important wine fairs in Europe. The event takes place between 4th and 6th March, in Dusseldorf, Germany. Business prospects are valued at US$ 1 million amongst 11 companies – Aurora, Basso, Casa Valduga, Don Guerino, Lidio Carraro, Miolo, Pizzato, Salton, Sanjo (SC), Santo Emílio (SC) and Vinibrasil (Vale do São Francisco)- , these companies enjoy the support of the Government of the State of Rio Grande do Sul, through the Secretary of Development and Promotion of Investment. “Those who didn’t already sell Brazilian wines, looked for them at our booth. And those who did, sought new options bearing in mind these important international events that will put Brazil in the spotlight around the world”, summarized Ana Paula Kleinowski, the project’s representative at ProWein.

With this in mind, the Winery Cooperative Aurora has closed a deal with its importer in Denmark to kick off “The Football World Cup Project”, which will place wines and sparkling wines in promotions linked to the biggest football competition in the world. “ We are still negotiating details. Initially, we are going to offer trips to Brazil for consumers of Aurora wines in Denmark and subsequently expand to the main countries in Europe”, explains Rosana Pasini. With regard to ProWein, she says: “ This one has been the best of all eight years”. Besides Germany, Aurora has made contact with ten different countries in Europe, alongside Asian countries, which do not generally attend ProWein. “ The image of Brazilian wines is clearly growing, with the main buyers in Europe now coming to us”, she says. The largest seller of wines by catalog in Japan wants to import wines from Aurora. The biggest news, however, has been Aurora’s resumption of exports to France. The same importer, who ceased buying labels from Aurora in 2008, came to the Wines of Brazil booth at ProWein to make up for lost time. “He explained that he cannot afford to not include Brazilian wines in his portfolio”, says Rosana. With a new signed deal, Aurora will sell its wines of the Varietal and Reserva ranges to France, destined for hotels, bars and restaurants.

Salton had three objectives in mind during its trip to Europe: find importers for Denmark, the Netherlands and the United Kingdom. ProWein posed a good opportunity to close deals with several importers interested in representing Salton in those countries. During the fair, Vagner Montemagiore selected importers of Salton wines for Denmark and the Netherlands. Now only an importer for the United Kingdom is lacking, which will be found during an event scheduled for this Monday (12th) in London, at the Brazilian Embassy. A container should be shipped to Denmark within the next month comprising many labels from Salton, which will be commercialized in hotels, bars and restaurants. In the Netherlands, the importer selected is the third largest wine buyer in the country of windmills. The first shipment will also be delivered within 60 days to the Netherlands. ProWein was also an important vehicle for Salton to close new wine export deals with clients in the Czech Republic and Canada. “They now come to our booth and take the time to ask about who we are and what we produce. The quality for our products is already recognized in the trade market by the best wine buyers in the world”, Vagner affirms. “ And they are salivating at new opportunities for Brazilian wines due to the Football World Cup that will take place in Brazil in two years and also the Olympic Games in Rio de Janeiro in 2016”, he highlights.Basso was also satisfied with ProWein. For Maria Angélica Rech, this was the best out of the three she has participated in so far. “ It was very productive, with a public focused on business”. Basso established contact with an importer in England. “We had spoken with this importer in previous fairs, including the two last ProWeins, and we are now very close to defining a partnership”, says Maria Angélica. The importer will visit Brazil within the next few months to taste all wines and sparkling wines of Basso and visit the winery. “We should close the deal during this visit to Brazil”, says the executive. Poland is another market to receive investment from Basso. In a meeting with a Polish importer at ProWein, Maria Angélica received a proposal to develop a wine specifically for sale in supermarkets in Poland. “ This is a business that can reach sales of 50 thousand bottles a year”, she says. Basso commenced exporting last year, when it shipped its first labels to the Czech Republic and Spain (El Corte Ingles). The winery has also made business contacts with agents in Canada. Basso frizzante wine was selected for the end phase of the Canadian drinks monopoly tender. The final result is about to be revealed.Also at ProWein, Casa Valduga closed the sale of 600 bottles of its top sparkling wine – Maria Valduga – for a large buyer in Germany. Maria Valduga is being sold directly to end consumers, chain stores and also to German restaurants. The commercial director at Casa Valduga, Juciane Casagrande, explains that the wines and sparkling wines are present in 300 stores and 150 restaurants in Germany. “ The event signifies the expansion of our distribution in these places here in Germany. We have plenty of room for growth”, she highlights. Valduga has made new contacts with buyers in Estonia, Japan, China and England.Trading Suriana, which represented the wineries Don Guerino (RS), Sanjo (SC) and Santo Emilio (SC), complimented the strong presence of professionals at the fair, “Everyone was focused on doing business”. Francine Kaga initiated contact with importers from the Netherlands, United Kingdom and with agents from Canada. “ The importers sought exquisite varietals, different from the traditional Cabernet Sauvignon and Merlot”, she affirms. Consequently, the highlight was the Ancelotta wine from Don Guerino, alongside the sparkling wines from the producers of the state of Santa Catarina.

Lidio Carraro initiated dialogs with Eastern European importers and in other still uncovered regions in Canada. The boutique winery also took the opportunity at the fair to present new products to their importers in the 16 countries in Europe where they are present, alongside the United States and Canada. The Dadivas range – the 100% Chardonnay and the 100% red Pinot Noir – were the highlights.

During this ProWein, Miolo negotiated with the main supermarket chains in Germany, which are keenly interested in Brazilian wines. The Edeka Group, which is the largest gourmet supermarket company in Germany , has initiated dialog to purchase wines from Miolo. There are more than 4 thousand Edeka stores in Germany, from small establishments to hypermarkets. The group employs more than 300 thousand people and has a revenue of 53 billion euros a year. “ It is a great deal that should develop gradually”, reports the export manager at Miolo, Fabiano Maciel. Another relevant contact was Mövenpick, which has 40 super premium stores in Germany and in Switzerland. Another chain, Mack & Schuhle AG, one of the largest importers in Germany, which sells 2.7 million cases of wine per year, has also shown an interest in including Miolo wines in their portfolio. “ The chains have been seeking Brazilian wines due to consumer demand, who have shown interest in our products and also in the continuous positive presence of Brazil in international media”, reports Fabiano Maciel. Schenk, who are wine producers in Belgium and France, have contacted Miolo to offer their labels for sale in these countries and in Switzerland and the Netherlands. “ With all these contacts, we have a real sales potential for 900 thousand euros this year from contacts made at ProWein”, informs Maciel. Miolo closed a sale of 60 thousand euros at the fair for clients in Germany and Austria. The former has purchased 3 thousand bottles from Miolo. “ It is our first export to Austria”, Maciel reveals. This is the 32nd country to purchase wine from Miolo. “This client will supply wines to north Germany as well”, Maciel adds.

Rio do Sol carried out meetings with buyers from Germany, England and Denmark. “The event was extremely important. We have made good contacts. Some visitors were fascinated by the concept of Rio do Sol harvesting grapes twice a year in Brazil”, the representative of the winery from Vale do São Francisco, Ana Rodrigues comments.

To know more:

Brazilian performance in the international grape and wine market – 2011 Overview

* Brazilian Wines Region Map (in Adobe Flash)


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