WOSA WORLD

Hello Brazil

10 July 2013

I am always as nervous as can be when we run a tasting for the first time in a new country. There is a good reason for this. We have had a few flops in our time. My first tasting in Sweden in 2001 is indelibly printed in my mind as, after the event, Guy Webber of Stellenzicht made me drink half a mug of neat brandy as a penalty for “running a great show, but forgetting to invite anyone”.

I need not have worried. Brazil welcomed us with a big turnout and really positive feedback.

Brazil has a $25 trillion economy, 193 million people and a wine market (currently 36 000 9-litre cases) that has grown by 52% over the past 10 years. Imported wine has a 24% market share, with Chile, Argentina and Italy the leading countries of origin. Wine Intelligence classifies Brazil as a high growth emerging wine market, and notes that there is a growing interest in wine among young consumers.

The high duties and the complex non-tariff barriers were what had previously held WOSA back from this market but with the World Cup, the Olympics and the BRICS relationship in mind Matome Mbatha, our Manager for the Americas, decided we needed to make a start this year.

A total of 27 wineries exhibited at the event, covering the spectrum from mass brands to premium boutique wineries. We held the event at the Unique in Sao Paulo, a five-star hotel with extraordinary architecture that was matched by the extraordinary service from the staff.

The event began with a tutored tasting attended by 45 media and importers. Su Birch presented an update on South African wine, and six wineries each presented one wine. There were lots of interesting questions from the audience who, inter alia, wanted to know how South Africa wineries had managed to improve their quality so much in the past five years, and how our wine industry had benefitted from hosting the FIFA Soccer World Cup in 2010.

The tasting followed, with over 400 visitors busy tasting for four hours. The feedback was consistent: there is exceptional value in our wines and provided we can support our wineries with promotions, there is huge potential in the Brazilian wine market.

Obrigado to the dti for their assistance, to Standard Bank and SA Tourism for their support, to the wineries that exhibited, and to the lovely people of Sao Paulo. We will be back.

Su Birch           

Su and Matome with Marcelo Copello Baco Multimidia the wine magazine in Brazil at the master class

Consumer tasting in the main hall after the master class

Morne Rall presenting Riebeek Cellar Shiraz at the master class

Master Class audience paying attention to the tutored tasting