Sector project developed by Ibravin and Apex-Brasil will participate in the events, Taste of London on June 13 – 17 and Imbibe Live on July 2 – 3, in England. Initiatives aim to expand business in the United Kingdom
Among the main destinations for Brazilian wine exports in the first quarter of this year, the United Kingdom is one of the three target markets for wines and sparkling wines mapped by the Wines of Brasil sector project, an initiative developed by the Brazilian Wine Institute (Ibravin) in partnership with the Brazilian Trade and Investment Promotion Agency (Apex-Brasil). During June and July, the European State once again welcomes the promotional actions of national labels, intended to expand business and broaden the green-yellow products’ image in this market considered to be an opinion leader. The initiatives will take place in London, England, in partnership with the Apex-Brasil office in Brussels and the Brazilian Embassy in the English capital. In this year’s first quarter, the British imported 31,053 green-yellow bottles of wine and sparkling wine, making up a total of US$ 149,500. This amount represents 43% of the total imported by the market in 2017.
During the week of June 13 – 17, Regent’s Park will be the stage for the Taste of London. The gastronomic event will gather bar and restaurant professionals and end consumers. Brazilian wines will be present through the English importer GO Brazil, who will represent Campos de Cima, Cave Geisse, Don Guerino, and Pizzato wineries. Tickets to the festival range from £17 to £85 and can be purchased on the site london.tastefestivals.com/tickets. Schedules change according to the day’s events.
In the second semester on July 2 – 3, the Casa Valduga and Miolo wineries will be the ones to present their products to the English through local representatives. The companies will participate in Imbibe Live, which will be held from 10 am to 5 pm at Olympia Grand Hall. The event is oriented towards bar and restaurant professionals, such as sommeliers and bartenders, but is also open to the general public. Cost of admission is £10 and can be purchased on the site imbibe-2018.reg.buzz.
“The presence of Wines of Brasil at Taste of London and Imbibe Live seeks to bring Brazilian wineries and their local trade importers closer together and, consequently, increase exposure for Brazilian products in the United Kingdom. End consumer participation has a lot to add to the events since they are responsible for generating demand,” explains Ibravin’s Promotion manager, Diego Bertolini.
The executive even indicates the English market’s importance as an opinion leader. Recently, two contests held in the United Kingdom once again recognized the quality of Brazilian wines and sparkling wines. At the International Wine Challenge, the green-yellow labels were awarded with 5 silver and 15 bronze medals, and at the Decanter World Wine Awards, they were awarded with 4 silver and 21 bronze medals.
Based on information from the International Organisation of Vine and Wine (OIV), the United Kingdom is the world’s second largest wine importer – just behind Germany – and the sixth largest consumer, with 12.9 million hectoliters (1.29 billion liters). Consumption per capita is 23.8 liters in the group of countries.
About Wines of Brasil and 100% Grape Juice of Brazil
Wines of Brasil and 100% Grape Juice of Brazil are initiatives to commercially promote Brazilian wines, sparkling wines, and grape juice in the foreign market, developed since 2002 between Ibravin and Apex-Brasil. The sector projects currently rely on the participation of 42 wineries. Their target markets are the United States, United Kingdom, China, and Paraguay. In recent years, nearly 95% of the companies that adhered to the initiatives were able to continue exporting, due to the support and training programs offered and the sector’s work in consolidating the national labels’ image Abroad. More information can be found on www.winesofbrasil.com, www.grapejuiceofbrazil.com, and www.ibravin.org.br.
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