CERES GOES IN SEARCH OF HIGHER VALUE-ADDED MARKET

Leader in the segment of most popular beverages, such as cider, the Ceres now decided to venture into a new segment: the sparkling and fine wines. To strengthen expertise in these areas, the company invested r $ 2.5 million in a new production line, brought entirely of Italy, and installed in the cooperative Winery São João, in Rio Grande do Sul, which will be a partner in the project, contributing to the development of new items and the filling.
According to the commercial Director of Ceres, José Fontelles, in three years the new category will represent 20% of the 30% of the total revenue of the company in the wine Division. "We believe that the category will occupy a prominent space quickly in our business, because we see a very fertile field for work. In two years, this thread will answer by 6% to 7% of the total revenue of the company, "said Fontelles.
The expansion plan was already discussed by the company three years ago, when a number of factors began to show the strength of the thread. Last year, the Brazilian market sold more than 33 million gallons of sparkling and fine wines of the Serra Gaúcha, according to data from the Brazilian Wine Institute (Ibravin).
"We observed the growing interest of consumers for drinks with higher added value, due to economic changes. So, we see this moment as the most conducive to the launch. The demand from the public is changing and we want to win it in this category too, "said Fontelles.
The new portfolio includes seven items, four of them fine wines (Assemblage and Varietal) and three sparkling. Named for Massimiliano, the brand you want to meet a new audience of connoisseurs of wines and sparkling wines in classes A and b. The line should reach the sales points in early September. It is estimated that 40 thousand boxes of both products will be sold by the end of 2013.