Wines of Portugal select Brazil to an unprecedented promotional campaign in supermarkets across the country
22 September 20
ViniPortugal, in partnership with ABRAS (Brazilian Supermarket Association), promotes the "Festival Vinhos de Portugal"
From October 23 to November 1, ViniPortugal, in partnership with ABRAS (Brazilian Supermarket Association), promotes the "Festival Vinhos de Portugal", an unprecedented promotional campaign that will show more than 1,500 Portuguese wines in more 2,500 stores in the main supermarket chains in different states of Brazil, as well as in the two largest wine e-commerce platforms in the country. Increasing consumption and knowledge of Brazilian consumers about Portuguese wines is the objective of this initiative focused on supermarkets and associated stores of ABRAS. According to available data, large distribution represents almost 70% of wine sales in Brazil and the sector was responsible, in 2019, for 31% of the import and sale of Portuguese wines in the country. In view of the changes in consumption habits brought about by the Covid-19 pandemic, which led to an increase in sales of wines in large distribution between February and May 2020 in view of the restrictions in bars and restaurants, ViniPortugal identified an opportunity to launch this exclusive promotional campaign in supermarkets, joining ABRAS to activate its associated establishments, expanding the range of available Portuguese wines. During the Festival, more than 1,500 wine brands will be presented by about 200 producers, who in addition to supplying their already traditional brands, want to present news. For the President of ViniPortugal, “the Brazilian consumer has been showing interest in discovering new grape varieties, new regions and different wine profiles. Portugal has this diversity and wine variety to offer, something that is not unknown to Brazilians, not only because of the history of initiatives that we have been developing over the last few years, but also due to the large flow of tourists that choose Portugal as their first international destination. For all these reasons, we believe it is pertinent to carry out this Festival, adjusting it to the atypical moment experienced today, which should not prevent us from continuing to promote the quality of Portuguese wines worldwide ”. Portugal has, since 2016, ranked 2nd in the ranking of wine imports in Brazil. In the first half of 2020 Portugal recorded a 16.8% growth in the Brazilian market, with an increase of 17.2% in volume and 18.6% in value. The supermarkets participating in the “Festival Vinhos de Portugal” will have exclusive promotional materials for spaces reserved for Portuguese wines, while more than 4,000 point of sale operators will receive training on Wines of Portugal, given by Carlos Cabral, one of the most experienced and recognized professionals from Brazil, with 50 years of work in the wine sector and more than 23 years in the training of specialized employees in the supermarket wine section throughout Brazil. The main supermarket chains in different states have already confirmed their participation in the Festival, namely the brands Carrefour, Pão de Açúcar, Wall Mart – BIG, Cencosud, Supermercados BH, Irmãos Muffato, Zona Sul, Super Big, Makro Atacadista, Supermercado Guanabara, Supermercado Mundial and Giga Atacado. Stores and importers such as World Wine, Empório Frei Caneca, Casa Santa Luzia, Superadega and Empório Vinhares will also pay special attention to Portuguese wines. The two largest e-commerce platforms for wine in Brazil, Wine.com and Evino, will carry out exclusive promotion campaigns for Portuguese wines during the Festival.