WINES MARKET IN BRAZIL
Brazilians drink much more beer than any other alcoholic beverage. The consumption of WINES is as low as 2.2 liter/per capita (while in Europe is of 55 liters in average), setting the country on the 49th position in the international ranking. Local wineries produce 329 milion liters and imports are of 27 milion liters. As the exports are very small, the domestic demand reachs approximately 355 milion liters a year. From the wines produced by brazilian companies, 80% are table wines and only 20% concerns grapple wine varieties (cabernet sauvignon, cabernet franc, pinot noir, merlot, riesling). Thus the size of the market for fine wines (750 ml botle is the standart) is of 92 milion liters/year. The industry works based on big bottling plants located in the south of the country that buy the grapples from small farmers, process and bottle the product for distributing all over the brazilian territory. There are also some small wineries (100,000 ~ 400,000 liters/year) which sells their wines throughout the neighborhood and surrounding places.
In terms of market share we had (in 2000) the situation as follows (TABLE + FINE WINES):
* COOPERATIVA VINICOLA AURORA : 46%
* VINHOS SALTON : 19%
* SEAGRAMS : 18%
* COOPERATIVA GARIBALDI : 3%
* BACARDI + PIAGENTINI + PETERLONGO + OTHERS : 14%
Among the small wineries there are two brands with nationwide prestige : MIOLO and VALDUGA. Their wines are sold trhoughout the best restaurants in the country.These two wines are retailed in the same level of the imported ones : +/- USD 6.50/bottle.
Concerning imported wines the situation as per the year of 2000 is as follows :
TOTAL IMPORTS ................29,288,448 liters
Italy......................... 8,261,190 (28%)
Chile......................... 5,559,318 (19%)
Portugal...................... 5,011,047 (17%)
France........................ 3,431,637
Argentina..................... 2,724,939
Uruguay....................... 1,961,730
Germany....................... 1,164,726
Spain......................... 531,423
Others........................ 642,438
Concerning the FOB prices, the average levels are as follows :
Italian Wine (bottle of 750 ml)......USD 1.98
Chilean Wine (bottle of 750 ml)......USD 2.18
Portuguese Wine (bottle of 750 ml)...USD 2.59
French Wine (bottle of 750 ml).......USD 2.47
The brazilian wine´s market has been changed : now the consumer is looking for superior products, in a movement known as "flight to quality". Drinking wine has become a fashionable actitude in Brazil what was a sense limited to a very few people a couple years ago. That´s why the participation of imported wines has been steadily growing during the last 4 years, even after the abrupt 30% devaluation of the R$ in January of 1999. Comparing 1998´s figures to 2000´s imports we can notice a 31% increase in the volumes of imported wines (italian products rose 50% in this period). In other words, the consumer wants to "drink better".
As a response to this fact, brazilian producers/bottlers have been investing a lot of money in their processes aiming to get high quality wines. It could be said they are doing a good job once some brazilian fine wines have been recognized as good ones by some international institutes and sommeliers. Actually, seeing the retail´s shelves, it is not so difficult finding brazilian brands being sold for higher prices than some italian/chilean wines. As a rule however the consumer will prefer to buy the imported brands because it brings them more status. The best sold wines are priced in the USD 6 ~ USD 8 range. The majority of the brazilian fine wines are sold for USD 4,50 ~ USD 5,00.
There are no available data but we could say 70% of the wine consumption happens in the southern part of the country. Certainly Sao Paulo is th 1st place, probably followed by Rio de Janeiro. Thus Sao Paulo must be the focus for any new brand of wine to be launched in the country. Most of the imported wines are distributed by companies especialized in beverages : they sell to the supermarket chains and restaurants. However, some retail groups also import directly. Again, there are no official data available but we could point out the supermarkets respond for more than 70% of the fine wines´ sales. Brazilian consumers prefer to drink wine at home, ordering beer at the restaurants. Prices at the restaurants are 2 or 3 times the supermarket ones (while in US/Europe this diference is not so high). In terms of the consumption distribution over the year, the months of July-August (winter) and December (Xmas) may respond for more than 50% of the sales.
posted by John @ 4:28 PM
4 comments
4 Comments:
John,
Estou realizando um trabalho sobre vinhos para a universidade porém estou com dificuldade de encontrar o market share das empresas. Vi que você conseguiu. Você pode me ajudar?
Cordialmente,
Marcos
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