Online retailer of wines will have factory of coffee capsules

A Brazilian system for the production of coffee capsules is the latest bet of the company Wine.com.br, the largest online retailer of wines in the country. An eye on the potential for growth of grain consumption in the form of pod, the company will invest $ 50 million in own resources, in the construction of a factory, the first of the company, and in an Innovation Center in Espírito Santo, second largest national producer of coffee in the country.
The company began plotting its strategy last year and identified two areas of investment: special beers and coffee pod. The new coffee still has no name-brand should be set until the end of the first half of 2014, according to Ricardo Flores, responsible for new business unit.
The system will have "blends" of drink only with Brazilian coffees, whose suppliers be producers of Espírito Santo, São Paulo and Minas Gerais, transfer and development of patents and technology, as the machinery for the extraction of the product, as Flowers. According to him, only Switzerland and Italy have one capsule system complete with its own development and extraction technology.
The start of construction of the industrial unit in Jaguaré (ES), made exclusively for the production of capsules, expected to occur by the end of 2014-the company waits for obtaining environmental licenses. After 18 months will be to finalise the work and start production, scheduled for 800, 000 capsules of coffee per day. The contributions will come from the company's investors ' own resources.
The company seeks partnerships with University Innovation Center, to be installed in the capital of Espirito Santo Victory early in the second half of 2014. The Center should create new patents for the process and develop products such as machinery and blends for the capsules, as well as disseminating technical information to owners partners.
The motivation for entry into this market was the same for the start of the company: facilitate the consumption of the product, says Flowers. He says the company intends to sell cheaper capsules, with good quality and availability in the market. Today, marketing is more restricted to major markets, mainly in the capital.
According to research from Nielsen, the volume of coffee capsules marketed in the country grew by 46.5% to 2012 to 2013 (mobile year ended September), while in value, the increase was of 36.5% in the same period. According to the study, the shells have low penetration in Brazilian homes-0.6% (276 thousand households) and concentrate in classes A and B and in the South and Southeast. In the Netherlands, for example, the product is present in 50% of homes.
The capsule was opened market in the country by the Nespresso brand, Nestlé, about six years ago. Then came other companies, as the Dutch Master Blenders (ex-Sara Lee) and the Brazilian Coffee and Lucca cafes and Utam Portuguese Delta Cafes. The 3corações, national company with Israeli Association Strauss, launched its line of capsules this year.
While the plant is not in operation, the Wine signed a partnership with two companies in Italy to produce the capsules to be marketed in Brazil in the second half of next year. Flowers does not disclose even the prospect of billing and claims that the company is analyzing the product sales channels, which will also be sold over the internet.
Last year, the Wine.com.br billing was r $ 130 million. The company does not report what the expectation of revenue with the new business unit with coffee, whose marketing prices are still being defined. Recently, Digital, digital holding Bricks of RBS Group, acquired a minority part of the Wine. In May this year, the company announced the investment in e-commerce Have a Nice Beer, a beer online club with about 10 thousand associates.