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