Brazil Wine Market Report JBC EMP July 2011 - California Wine ...

Marketing Analysis
Organized Retail
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Brazilian Wine Market Report
In regard to food distribution in Brazil, retailers are the majority sector. There are
approximately 78,300 retail stores according to the Brazilian Supermarket Association
(ABRAS). Of the top 500 supermarkets, the three largest (percentage share of gross sales,
2009) are - Pao de Acucar: 21.5 percent; Carrefour: 21.0 percent; Walmart: 16.2 percent. 14
Recently, retail chains have shown interest in purchasing wines directly from wineries. This
new endeavor will avoid the three-tier system involved in buying wines from importers and
distributors. Direct shipment could reduce the retail price significantly, allowing the end
consumers to expand their purchasing options. This will broaden the exposure of New World
wines to a large range of consumers.
Brazilian Wine Importers
Of direct imports, the most prominent players are the groups Carrefour, Companhia
Brasileira de Distribuição, Walmart, Sonae, Sendas and Casa Santa Luzia. Most of the
major specialized importing companies, such as Expand, Mistral or Interfood, are based
in São Paulo. Expand is the largest wine importer in Brazil and currently represents
2,500 labels.
Retail chains have recently shown more interest in purchasing wines direct from wineries
without having to buy from importers and distributors. Wineries currently selling to Walmart
or Carrefour should contact their buyers to determine the opportunities for direct sales.
Name: Carrefour
Address: Av Marechal Deodoro, Anápolis - GO, 75103, Brazil
Website: www.carrefourbairro.com.br/
C.E.O: Lars Olofsson
Established In: France
Major Brands: Atacadao
Description About the Company: Carrefour S.A. operates 67 hypermarkets, 81
supermarkets, and hard discount and convenience
stores primarily in Europe, Latin America, and Asia.
14 Brazilian Food Processors’ Association (ABIA)