São Paulo – The 15th edition of the Expovinis wine fair, which started on Tuesday (26), in São Paulo, celebrates the good moment of the industry. Brazilian exports reached record figures in 2008, dropping in 2009 and in 2010, but should return to growth this year. At the same time, the national market is heated and attracts wineries from other countries.
According to the export manager of the Wines of Brazil project, Andreia Gentilini Milan, Brazil exports 5% of wine production (made with a specific kind of grape), estimated at 50 million litres a year.
Wines of Brasil is a project promoted by the Brazilian Wine Institute (Ibravin) and the Brazilian Export and Investment Promotion Agency (Apex) to promote the Brazilian product abroad. "We established a project in 2002 with a partnership with six companies. Today there are already 39 companies participating," said Andreia. Brazil exports to 27 countries.
Among the main consumers of Brazilian wine are the main global markets: England, the United States and Germany, as well as the Netherlands. In 2003, sales abroad totalled US$ 230,000. In 2008, the best year for exports, sales reached US$ 4.8 million. After dropping to US$ 2.9 million last year, as a result of the international financial crisis, the sector expects to sell US$ 4.4 million abroad this year.
Andreia says, however, that the target is not to increase exports at any cost. "We want to place the product on the international market. The priority is to build its image," she said. To present Brazilian wine to foreigners, Wines of Brasil brought to Expovinis importers from Germany, Belgium and France. The project target is for 20% of the Brazilian fine wine to be exported by 2025.
Brazilian wines may be found in the Arab market, in Dubai, for example. Sales are not large, but as the emirate attracts many tourists, selling Brazilian wine there is good business. "Due to the foreigners it receives, Dubai is a very interesting market. It does not present a significant volume of sales, but the public is one of opinion makers with experience [in wines] from all over the world," said Andreia.
It is not just exports that are successful. The national market is on the rise and much of what is produced in Brazil is consumed. The oenologist at Aurora winery, Max Felipe Schumacher said that consumption is on the rise as the population has greater buying power and is getting ready to spend more at the time of purchase. "Consumers are developing and consuming more wine," he said.
The rising market attracts the attention of more producers. Chileans, Argentineans, Spaniards, Italians and French want to enter the national market more and more. Fion Leung is the export manager at Italian winery Ciú Ciú. With 160 hectares cultivated in the centre of Italy, Ciú Ciú aims to sell organic wine made out of Sangiovese, Pecorino and Barbera grapes. "Brazil and China are growing markets. But the Brazilians know more about wine. The Chinese are still learning," she pointed out.
The French Thérèse Ponz Szymanski is the general manager and heir of winery Chateau Berthenon, from the Bordeaux region, in France. Last year she participated in the Expovinis. She returned this year to meet a Brazilian importer and place her product on the national market. She hopes to sell between 12,000 and 15,000 bottles of wine a year in Brazil. "It is one of the most promising markets and has been growing for five years," she said.
*Translated by Mark Ament
