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.
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