Resetting the wine can reach 25%, says importers

The combination of the highest dollar with the increase in the value-added tax charged in São Paulo already weighs on pockets of connoisseurs of wines and sparkling wines from the four corners of the country. Last week, the importing companies of fermented grape initiated the re-composition of the price list with tariff adjustments starting from 10% and can reach up to 25% expressive. A very different scenario from last year's finals, when the price of the drink remained stable and, as a result of the high bid, with downtrend.
The accumulated appreciation of 20% against real in 2013 made American currency the main complicating for dealers at the time of the account. "You seek to reduce the profit margin, revise the contracts already formalized
with suppliers and cut operating costs, but none of that is sufficient to offset this enormous fluctuation ", justifies Luciano Neto, sales manager of Grand Cru, an importer which supplies the Brazilian market with labels for 1,200 thousand customers through direct sales (most restaurants) and other 28 retail stores. On Monday of last week, day 2, Grandson opened the Grand Cru with an average 11% increase in the price of their bottles.
The second element that weighed on the calculator dealers was the tax base. Set last month, the index of Sectoral value added (IVA-ST), applied by the Secretaria da Fazenda São Paulo about value-added in margin transactions between legal entities, rose from 56.91% to 62.26%. In practice, to the consumer, this would imply an increase of variation other 2%. As 95% of imported beverages passes through São Paulo, the tribute is reflected nationally.
Open in the first half of the year, the wine e-commerce Epicerie barely hit the market and already faces a challenging context.
"At the turn of the month, we had a 10% appreciation in the price, but the expectation by the end of September is that the average market reaches 15%," says Ari Gorenstein, co-founder of digital business Thais alongside Felipelli.
Saltiest prices, however, don't seem to discourage importers, which keeps the prospect of expansion of sales in this end-of-year parties. "The market is quite warm. You note not just growth, but a refinement of the customers ' consumption pattern over time. The forecast is for an increase of 10% to 15% in the number of bottles sold compared to last year, "says Luciano Grandson. "For some customers the increase will weigh. Maybe they will opt for a little cheaper bottles, "adds Tamil Felipelli.
The optimism, however, is not part of the forecast of the Brazilian Association of exporters and importers of food and beverages (Abba). Second Orlando Rodrigues Junior, Vice President import sector, market operators should be careful. "This positive Outlook already reduced 2% on excessive imports of wine in recent months. Some importers are going to grow, but most will have difficulty with the currency impact.
It is no exaggeration to consider the less wary having to readjust the price of 20% to 25%. After the readjustment, the numbers will be kept until early 2014, when contracts with suppliers are redone. "When we
speaks of the end-of-year parties, schedule is closed now. Even if the dollar appreciates further, the impact of the exchange rate won't reflect. The stocks have already been acquired, "concludes Gorenstein. For the wines produced in the country, the increase tied to the exchange rate should be between 2% and 3%. Why are some inputs used in the production and dry matter as bottles, labels and even aluminium which protects the Cork, which can be imported.