Brazilian wine producers have turned their attention to expanding their share of the Chinese consumer market.
To this end, the wine sector and government of this South American country have joined forces to develop a strategy to help expand the distribution of their products, especially sparkling wine and grape juice.
“In Asia, our market is more targeted at China. We participated in four annual fairs, and initially sought dealers in Beijing, Shanghai and Guangzhou,” said Diego Bertolini, manager of promotion at the Brazilian Wine Institute (Ibravin) based in Bento Goncalves, Brazil’s leading wine-making region, in the southern state of Rio Grande do Sul.
The Brazilian wine industry, famous for its sparkling wine, began with the arrival of Italian immigrants.
Bertolini said, “The Miolo brand is a premium wine that has been sold in seven stores in China. And another brand Aurora has employees in China and invests in the distribution of its products.
China imports high-quality wines from many countries, but Brazil has unique products suitable for Chinese tastes, such as champagne, with an alcohol content of 8% and more residual grape sugar.
In order to enhance the status of wine in the Chinese market, one of the targets of the producers and the state-run export promotion agency APEX, is to launch their products on e-commerce platforms and brick-and-mortar supermarkets. JumoreGlobal brings together many Chinese users, covering various industries such as agricultural products, food and so on. Selling products in China is no longer a problem.
Last year, B2Brazil and JUMORE signed a cooperation agreement to mutually promote each other’s online and offline services to their respective members and countries. Each party’s offline trade and market entry services will also be promoted to their respective client bases, with JUMORE promoting B2Brazil’s B2B Trade Center while B2Brazil promoting JUMORE’s offline services group.
APEX-Brasil has been supporting these initiatives and strategies to promote Brazilian wines and juices in China. Roberto Jaguaribe, president of Apex-Brasil, said China is an extraordinary market for any company. He who wants to go global, he has to go to China. Apex is willing to play a role to facilitate such ventures
The country’s organic grape juice producers are also optimistic about opening up the Chinese market.
“Organic grape juice represents Brazil’s tropical image and a healthy diet. There is no water or preservative added to Brazilian grape juice,” Bertolini said.
According to the industry expert, Brazil’s exports to Asia are mainly concentrated in China, Japan and Singapore.