National wine is making
it to the international
scenario, whilst
winningover the
palate of the domestic
consumers, who are
gradually discovering
its differential and
quality
It gained
momentum
PROGRESSING AMONG THE BIG ONES
Brazil is now the leading wine producer in the Southern Hemisphere, home to the so-called NewWorld producers. Up to 2015, the Coun-
try ranked as fifth, and was outstripped in 2016 by New Zealand – newwine producing country, enjoying the advantage of scaled production,
stemming from topographic factors, allied with favorable climate, lower production costs, lower tax burdens and even cultural aspects related
to the consumption of wine in that market. The change in Brazil’s position has not been affecting the enthusiasm of the Brazilian producers.
Ibravin sources believe that, if the national industry manages to expand by a few percentage points the consumption in the domestic mar-
ket, therewill be enough room for Brazilian production, which is on good terms with thewines fromabroad. Nowadays, annual per capita con-
sumption ranges at 1.8 liters, while in the neighboring Argentina it is 24 liters a year. Other South-American countries that stand out for their
wine consumption are Uruguay, with 20.4 liters per capita; and Chile, with 17.4 liters. According to the International Organization of Grape-
vine and Wine (OIV), Brazil ranks as 15th biggest wine producer.
The unfavorable weather conditions
in 2015 were responsible for a 57-percent
smaller grape crop in Rio Grande do Sul,
with a direct implication in the amount of
wine to be produced this year. Despite the
adversities, in general, the scenario looks
promising. The sector is engaged in qualify-
ing the cultivation of grapevines, with new
technologies, betting on varieties appropri-
ate for each different region. According to
enologist Dirceu Scottá, president of the
Brazilian Wine Institute (Ibravin), the en-
hancement process has been taking place
gradually and on a continued basis.
“As far as wine making goes, since 10
years ago, the market has been coming to
grips with fine Brazilian wines, which have
conquered international acknowledgement
and credibility in the domestic scenario”,
he notes. With regard to table wines, there
has been occurring an adjustment between
supply and demand, with an ever-increasing
destination of American and hybrid grapes,
up to that time used for wine only, to the
production of pure grape juice. The official
has it that the great novelty is the change in
perception on our Brazilian wines.
This trend stems from the evolution of
the segment itself, allied with a continued
strategy of communication with the consum-
ers, keeping production in line with mar-
ket requirements. “There are also tax, logis-
tic and habit questions, without overlooking
international supplies, turning the category
very competitive and, sometimes, unfavor-
able to the competitiveness of the national
labels”, he points out. “However, nowadays,
considering table, fine and sparkling wines,
the Brazilian wines account for 73.5% of the
total traded in the Country”. In the case of
sparkling wines, the national wines have a
market share in excess of 80%.
Scottá ponders that most people are
now having access to information, and
they learn about awards and internation-
al recognition, and have perceived that the
Brazilian wines excel in quality. The result
of the productive capacity, which came
in the company of other strategies, like a
search for public policies, promotion and
communication to markets and general
public consumers. “Over the past years,
huge investments have been made in vine-
yard modernization, in pursuit of clones
and varieties adapted to our terroir. In the
wine industry we have witnessed the con-
struction of modern plants where wine is
made, and tourists are attracted”, he notes.
Inor Ag. Assmann
24
