Salton Winery bets on whiskey row

Famous for its wines and sparkling wines, the Winery is diversifying its Salton Brazilian offer of drinks. The next step is the launch of a line of Bourbon, next week, anticipating the initial prediction that the products would be offered for sale only in January 2015. Then, says Amani Slaifer, Sales Director of the company, the idea is to put in the marketplace vodka flavored, already next year.
The new distillates will leave the Salton unit of Sao Paulo, which now lies in Jarinu, within the State, and now manufactures the Cognac President. The goal is that the new drinks will help in the expansion of the company's revenue, which amounted to r $ 296 million in 2013, and must close this year's $ 320 million.
"We don't think to stop investing next year. The idea is to create new products that contribute even more to the growth of the company. We're thinking positive, despite the market being a little scared, "says the Executive.
According to him, the company is keeping an eye on opportunity generated by the change in the profile of the consumer, increasingly demanding. "Consumers who bought distillates cheaper, is evolving, both well presented products and more elaborate. We have as advantages the distribution throughout Brazil, market knowledge and strategic partners across the country, "he says.
Currently, 70% of the company's revenue come from wines and sparkling wines, and the other 30% are from the distillates. "Sparkling wines and keep growing too. The idea is that the revenues grow proportionally in each category, "ponders Slaifer, adding that the new products will not leave with the Salton brand:" Are different consumers, there's no way connect the marks ".
Holidays
Best time of year for the Salton, mainly for the category of sparkling, the expectation is an increase of 10% in volume and 15% in sales of all products of the company, at the end of this year.
In the holiday season, in addition to the traditional consumption by retail, wholesale sales also grow for parties and year-end kits.
"The feature of consumption changed. Before, 90% of sales of sparkling wine were at this time. Today, sell half of what we produce at parties, "says Slaifer.
The wines still face consumers ' preference for imported product. Therefore, the company invests in actions to highlight the quality of the local drink. And, gradually, the tastings, partnerships with retail chains and institutional campaigns and actions are beginning to bear fruit.
"Gradually broke the paradigm of national product. We have a great opportunity to market, since the per capita consumption of wine in Brazil is still very low, are only three litres per year. In some countries reaches 40 liters per year, "explains Slaifer.