Wine market transformation leads to an improvement in consumption in the country

The wine market is going through a transformation in the country. Increasingly robust harvests, investments in the production of national labels and expansion of product culture among Brazilians have spurred companies in the industry, designing growth above 15% for this year. "The per capita consumption of wine is still low in the country, 1.9 litre/year per inhabitant, but with opposition to good growth in the coming years. We are expanding the provision of strong brands in the market and the distribution in the country, "reports the marketing manager of Cantu Importer, Emil Lecamp. According to the Executive, one of the factors that influenced negatively the performance of the business in 2018 was the exchange rate fluctuation. "The dollar has had much impact last year for all importers. At the time of the industry's peak in September, we saw a big retreat in imports as compared to the same periods in previous years, "Lecamp account. For him, in 2019, the trend is that the exchange rate present greater stability, helping in this way both the growth of the market in General as the imported segment. "We are expecting a stable year in terms of foreign exchange, which will help us to grow in a more organic way. The forecast is that the market for imported grow 10 to 15 percent, and total sales [including nationals], 4 to 5%, "estimates the Executive. In 2018, the company recorded approximately 15% of the advance billing. Such growth was sustained, especially through the strengthening of brands, expanding distribution and a greater supply of products both for retailers and for the final consumer. In addition, according to the Executive, another sales channel has been showing good levels of wine marketing is the online environment. "E-commerce has grown a lot in recent years and had 17 percent of the market in 2017, but fell in value," says Lecamp. "Importers remain stable with 60% of the wine market. What has changed in recent years is the input volume of products in supermarkets, mainly wines from South America, "he added. To the President of the cooperative Winery Garibaldi, Oscar lot, this year will be marked by a resumption of sales process, especially in relation to the commercial viability of Brazilian labels. "We have the potential to further increase the visibility of national wines and sparkling, the international awards are a good example of that." According to the Executive, currently the cooperative exports to Chile, Canada, Uruguay and United States. In the foreign trade of the cooperative, the most requested drinks categories are grape juice (39%), sparkling wines (32%), wine (17%) and filtered (11%). "For 2019, we designed a total growth in revenues at 20%. In the line of sparkling wines, we anticipate increased 38% production ", explained the Executive, noting that the 2018 harvest was great in terms of quality and quantity. Another example of vineyard that stake in the domestic market is the Core Group. "Even with the difficulties of the segment in Brazil, we found new audiences seeking contact with the world of wine," says the Superintendent Adriano kernels. According to him, the habit of consumption of national labels is still in the process of evolution among Brazilian consumers. "The perception of value and national sparkling wine comes to evolve. The achievements of Brazilian vineyards speak for themselves. But without a doubt there is still a culture of adding value to imported product. Is a daily challenge that requires of us all improvement and constant evolution. " Recently, the Pro-Wine, an organization that aims to stimulate the sector. "Our main goal is to help promote and develop the wine market in the country," said the President of the Brazilian Association of exporters and importers of food beverages (ABBA)-one of the supporters of the Pro-Wine-, Adilson Carvalhal, Jr.