Brazil Appeals to Exoticism to Sell Its Wine in the US and Europe

    Vineyard in Brazil

    Vineyard in Brazil When it exported 48,000 bottles in 2003, the winery Miolo was already thinking big in terms of foreign sales. Little did it know that it would get so far in only five years. In the first half of 2007, more than 233,000 bottles were sold – the company expects to close the year at 560,000.

    To have an idea, the export volume for the first half of this year is 256.8% greater than recorded in the same period of 2006.

    Miolo, which has even changed its name due to the foreign market (it is now called Miolo Wine Group), ranks among the largest exporters of Brazilian wine.

    The group from the southernmost Brazilian state of Rio Grande do Sul sells to 20 different countries. In 2006, revenues from foreign sales totaled US$ 649,000, or 7% of total revenues. In that first, far-gone year of 2003, exports only accounted to 1%.

    Morgana Miolo, foreign relations manager at the company, attributes a significant share of that success to a project outlined back in 2002. "We elaborated a thorough strategic plan," she says. "We invested in quality, grapevines, industrial premises, and we hired the renowned French oenologist Michel Roland."

    The partnership with the Frenchman continues to yield good fruit – and wines. The Quinta do Seival and the Cuvée Giuseppe were two of the first products elaborated based on Roland's advisory.

    Another step of the plan came true over the last few years, as the company established partnerships with Brazilian and foreign wineries, such as the Chilean Via Wine and the Spanish Osborne, aiming not only at exchanging knowledge in winemaking, but also at new sales channels.

    The company strategy was added to a desire of the winemaking sector as a whole: to export. Since Brazilian wine was – and still is – unknown abroad, a group of producers joined the Brazilian Export and Investment Promotion Agency (Apex) in 2002 and created the label Wines From Brazil. Nowadays, 20 wineries – all from the state of Rio Grande do Sul – are part of the project.

    To help sell the drink on traditional markets, Wines From Brazil bets on the "exotic" image of Brazilian wine. The idea is to win the wine appreciator who is always after something new. Miolo answers to 67% of Wines From Brazil exports.

    The United States is the main market for Miolo. "We are present in 30 states in the United States," commemorates Morgana. But countries like England, Germany and the Czech Republic are also among the markets presenting greatest growth in company sales.

    The two wines most exported by the group are Reserva Merlot and Oveja Negra Tempranillo/Touriga.

    The effort for export is intense.  It includes promotion in sector magazines, like the American Wine Spectator, invitations to foreign journalists to visit the Miolo projects (in the south of Brazil and also in the São Francisco River Valley, in the Northeast) and, of course, sampling and participation in foreign fairs.

    Apart from winning market in several countries, this strategy also ends up attracting a very demanding public: Brazilians. Still weary about the quality of Brazilian wine, Brazilians continue preferring the imported product. "The consumption of wines in Brazil is approximately 75% imported and 25% national," stated Morgana.

    But this has been changing – mainly after the victories of Brazilian wine on the foreign market. "Brazilian wines have already won many gold medals in important competitions abroad, where the sampling is done unaware of the product, with the jury not knowing the origin of the wine," recalls Morgana. "And there are important personalities in the wine world recommending Brazilian wines, among them Jancis Robinson, from England."

    Contact

    Miolo Wine Group
    Site:
    www.miolo.com.br

    Anba – www.anba.com.br

    Tags:

    • Show Comments (1)

    • Stepan Baghdassarian

      Many Wines of Brazil are in the U.S.
      Thank you for a great article on the wines of Brazil. Brazilian wines are the next up and coming wines from South America. Brazil is producing world class delicious wines, including merlot, cabernet sauvignon, chardonnay, syrah, sparkling wines, among others.

      There are many other kinds of wines in the U.S. as well, including Pizzato and Casa de Amaro and Americans seem to appreciate them.

    Your email address will not be published. Required fields are marked *

    comment *

    • name *

    • email *

    • website *

    This site uses Akismet to reduce spam. Learn how your comment data is processed.

    Ads

    You May Also Like

    Cairo Wishes to Boost Commercial Ties with Brazil

    The Brazilian minister of Development, Industry and Foreign Trade, Luiz Fernando Furlan, was invited ...

    New school in Roraima

    After Shrinking in 2009 Brazil and Latin America to Grow Over 3% Next Year

    Following six years of sustained growth the Latin American and Caribbean economy is forecasted ...

    Brazil's flood

    Rain Kills 32 and Leaves Half a Million Homeless in the North of Brazil

    The Brazilian government rushed aid Wednesday, May 6, by air, over land and through ...

    Confederates Find a Home – II

    Ozell was the only member of the Oliver family ever to return to Alabama. ...

    Brazil cattle in Mato Grosso state

    Europe Tells Brazil to Clean Up Its Act or Suffer Total Beef Ban

    Animal health authorities in Brazil have been told in no uncertain terms that the ...

    Nelson Jr and very young Cristiano Piquet

    Brazilian Car Racer Gets Pole Position in Miami’s Real Estate Race

    The world of auto racing has attracted fans from across the globe. Perhaps people ...

    Market in Brazil not Bullish for 2005

    Brazilian financial consultants and market analysts interviewed last week by the Brazil’s Central Bank ...

    WTO Ruling Brings Brazilian Poultry Back to European Tables

    Brazil’s Ministry of Agriculture, Livestock, and Supply informed that the decision announced Monday, September ...

    Brazilian Men to Help US Study on Cervical Cancer

    In the largest grant ever to a Cancer Control and Prevention researcher at the ...

    Presidential advisor Marco Aurélio Garcia of Brazil

    Brazil Sees Concessions to Paraguay on Itaipu as Spreading the Wealth

    Marco Aurélio Garcia, the Brazilian presidency advisor on international affairs. believes the agreement between ...