SALES of FINE WINE SHOULD GROW 20%, SAYS IBRAVIN

The national wine industry is optimistic about sales growth of its products for the next periods. According to the Executive Director of the Brazilian Wine Institute (IBRAVIN), Carlos Raimundo Paviani, the expectation for 2013 is a growth of 20% for marketing, by volume, of fine wines (best quality grape compounds), to about 27 million liters and high of 6% to 7% of table wines (more popular).
"This year the Brazilian economy will grow bigger and the social rise should continue occurring. These factors will boost the consumption of beverages, "said the Executive.
2012 numbers have not yet been closed, but pending almost stability in sales of fine wines before 2011, which totaled 19.5 million gallons. Already for 2013 it is expected that the cooperation agreement signed last year between the wine sector, the supermarket owners and importers raise the domestic wine consumption. "If the cooperation agreement is actually fulfilled, we can reach a growing category of fine wines from 25% to 27% this year," said Paviani.
With respect to production, a crop equal to IBRAVIN from 2012, when there was a production of 690 million kilos of grapes. "It may be until there is a break of 10%, depending on the rainfall in the South last year. But the quality is very good and we have an exceptional health, since the climate is drier, with more sunny days, "explained Paviani.
The cooperation agreement was signed on 19 October last year and predicts the increase in per capita consumption of wine in the country of 1.9 litre (average of the last years) to 2.5 litres per capita by the end of 2016, as well as to expand the sale of fine wines from Brazil to 40 million liters in the same period. At the time, it was also agreed to increase to 25% of the presence of fine wines in supermarkets that today Brazilians are responsible for 68% of sales of items; and to 15% in retail trade. The agreement between the various links in the chain has made the Government decide to impose a safeguard to restrict foreign wines.
"As we close the agreement in October and the establishments were already with their ready stocks for the end of the year, the percentage of fine wines in supermarkets, in those three months, has not changed. But we'll start from now, which is the season of renewal of stocks ", said the Vice President of the Brazilian Association of Supermarkets (ABRAS), Márcio Milan.
According to him, despite the volume of national wines available have not increased at the end of the year there was already an effort on the part of the establishments, a better exposure of the items at the end of the year. "In the shop from the Sugar Loaf in Real Parque (Morumbi-SP) had items that ended up before the day December 15," said Milan, who also is Director of institutional relations of Grupo Pão de Açúcar.
To continue in the expansion of wine consumption in the country, the HARBORS, the IBRAVIN, the Brazilian Association of drinks (ABRABE), Brazilian Association of exporters and importers of Drinks (ABBA) and the Brazilian Union of Wine (UVIBRA) launched on 22 January to campaign "in the summer, go white wine". The goal is to increase by 20% in volume and in turnover – the consumption of this item in the beginning of the year (January to March). Already joined the campaign more than 20 supermarkets in Porto Alegre (RS) and 30 in Sao Paulo.
"The campaign does not provide discounts, but there is a tendency that this movement is done. We will have a better mix of products and more information for the consumer, "said the President of the deliberative Council of ABBA, Adilson Carvalhal Junior.