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Wednesday 30 July 2014

Brazil aims to double exports by 2016

19th June, 2013 by Gabriel Savage

Wines of Brazil has set a target of doubling value exports between 2012 and 2016, with recent data suggesting that it is making strong progress towards this goal.

BrazilFigures for 2012 from the Brazilian wine institute, Ibravin, show that total wine exports were worth US$4.38 million, with the country expecting to increase this figure to $5.3m in 2013. Meanwhile volume exports of bottled wine grew by 23%.

Although the country currently exports no more than around 3% of its wine production, Wines of Brazil aims to increase this level to 20% by 2025 with China, the UK, US, Scandinavia, Canada and Germany among its priorities.

Thanks to the international spotlight created by Brazil’s role as host of the 2014 FIFA World Cup and 2016 Olympic Games, the country’s wines have seen a surge of interest from importers around the world, including a number of new and planned listings for the UK.

“In the first part of 2013 we have seen more than double the number of buyers visiting than in the whole of last year,” reported Wines of Brasil export manager Andreia Milan. “They are convinced that Brazil can be good business for them.”

Among the latest steps forward for the country has been the completion of a deal with the largest wine and spirit distributor in the US, Southern Wines & Spirits, which will see its first container shipped next week.

However, the most noticeable growth has come from China, which, despite importing almost no wine at all from Brazil as recently as 2010, emerged last year as the country’s largest export market for bottled wine.

Having seen export value growth of 66% in 2012, China also has one of the highest average prices per litre for Brazilian wine exports of $8.49. By comparison, the UK figure last year was $4.23, but Canada is significantly higher at $10.08.

Although many of the 40 wineries who currently participate in the Wines of Brazil programme have now found importers, Milan suggested that around 100 of the country’s estimated 1,000 producers are focused on premium bottled wine.

Based on the success of those leading the export drive, she told the drinks business: “Many of the others are already looking at the market so we’ll see a new wave.”

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