DFJ Vinhos: Wines in China, A promising but difficult market

Recognized Winemaker: José Neiva Correia has a lot of experience on the winemaking
process. Hence, he is able to guarantee the wine quality and his wide network both in
Portugal, being a consultant in many companies, and abroad, since he has been dealing with
the world wine market for many years.
More than 180 awards in 2012: The Company invests 80% to 90% of its marketing budget in
the UK, USA and Germany. All with powerful fairs and magazines, that had visibility in several
other markets. These awards enable the company to have more influence on the wine market
and build a better brand image.
Dfj Vinhos´ adaptability – Wine tailors: Combined with the aforementioned competitive
advantages, it allows the company to provide to its clients a customer/market driven wine,
with a good price-quality ratio. After a meticulous marketing analysis, defining the main
segments, they try to find the best opportunities and bet on specific targets with the best
range of wines, according to their portfolio;
Weaknesses:
Lack of brand image: When dealing with the Chinese market the major weakness is the lack of
brand image that DFJ Vinhos has. So far, the company does not have a strong network built
and personal relations are the key for success in China. Additionally, Portugal has a poor image
comparing to France, Italy, or even compared to countries from the new world that have been
exporting huge quantities of wine for a long time.
Opportunities:
China: China itself is a huge opportunity for DFJ Vinhos since it is rapidly growing;
Creative Wines: The knowledge and adaptability the company has can allow them to create
new wine solutions that do not directly compete with countries like France or Chile,
overcoming the French image and the Chileans economies of scale;
Producing abroad: In the long run, DFJ Vinhos could produce abroad in order to avoid taxes
and transportation costs.
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