GG_N54_FR-web

BRAZIL
IMPORTER
casual enjoyment. “We have wines for every customer profile, every occasion and
every budget”, sums up Moura perfectly. And the variety is not just in the pricing
– alongside local wines are products from neighbouring countries like Chile and
Argentina, and also Europe (France, Italy, Portugal etc).
So did the e-commerce boom lead to an increase and greater diversification in
imports? “Absolutely”, answers Moura, who believes the explanation is simple: “The
e-commerce ecosystem, with its unique marketing resources (newsletters, advertising,
notifications etc), allows us to guide and direct purchases much more than
in traditional channels. In supermarkets, consumers are left to their own devices
and tend to pick wines with familiar origins, whereas e-commerce customers are
more inclined to explore and follow recommendations. It is easier for us to suggest
wines that are off the well-trodden path”.
Providing a guiding message also implies supplying international listings that
are highly sought-after by Brazilian consumers, adds Moura. “As the level of wine
knowledge in the country is not very high yet, medals like those from Gilbert &
Gaillard are a guarantee of quality and play a significant role in guiding choices
and reassuring buyers about their decision”.
Faced with a broader range of products, Brazilian consumers have honed their
interest in imported wines even though, as Moura points out, Chile dominates
sales in every price range, followed by Argentina and Portugal. Conversely, in the
high-end and ultra-premium segments, the share of French and Italian wines
increases significantly. As a reminder, Evino is the largest importer of French and
Italian wines in the Brazilian market.
BRAZILIANS, WHO ARE TRADITIONALLY FANS OF BEER AND CACHAÇA,
ARE DRINKING MORE AND MORE WINE
82 WINTER 2023 • GILBERT & GAILLARD - THE FRENCH EXPERTS ON WINE