One wine from Pizzato and three from Miolo will form part of the new SAQ catalog, the second largest distributor of wines in Canada.

Four labels from two Brazilian wineries have been selected by SAQ (Société dês Alcools Du Québec) to form part of the latest catalog of wines available for sale in 442 stores throughout Quebec province, the Canadian region with the highest consumption of wine per capita at 18 liters/year. According to the Brazilian Wine Institute (Ibravin), the successful tenderers who will supply SAQ are: Reserva Cabernet Sauvignon, Fortaleza do Seival Tannat and Reserva Chardonnay, produced by Miolo Wine Group, and Fausto Cabernet Sauvignon, produced by Vinícola Pizzato. SAQ is the second largest distributor and wholesaler of wines in Canada and one of the largest in the world.

SAQ, which holds a monopoly on the sale of alcoholic drinks within Quebec, initiated the process of inviting companies from around the world to tender in March 2009. After receiving 1,200 offers, 400 were selected to go through to the second phase including 19 Brazilian wines from seven wineries. Finally, 130 wines were chosen to form part of the new list of SAQ wines – four of them from Brazil. According to Angela Cricco Rodrigues of the Department of Commercial Promotion of Brazil in Toronto, the director of Special Products of SAQ, Benoit Deaudet, suggested that producers of sparkling wine in Brazil should submit new tenders for the next round of bids that the company will process beginning in September.

Context
Andreia Gentilini Milan, the Export Manager of the Wines From Brazil Sectorial Project, noted that both Miolo and Pizzato took part in the activities held in Canada where they exhibited at a booth shared by Brazilian wineries at SIAL 2009 in Montreal of April this year. It was during this opportunity that ties with the representatives of SAQ were solidified and Brazilian wines were presented to Canadian reviewers, sommeliers and journalists. “It is a great opportunity for the recognition and acceptance of Wines From Brazil category in Canada”, she says. The activities had the backing of the Consulate General of Brazil in Toronto.

Andreia Gentilini Milan also noted that this is the first time that SAQ has included Brazil in the “Special Products” category. Currently, just two Brazilian companies – Miolo and Vinibrasil – export to Canada. These companies submitted tenders competing with wines from all over the world. Miolo won the right to sell Quinta do Seival Castas Portuguesas red wine as of last year. Vinibrasil sells Brazilio.

The following items were used as the criteria for selection: financial performance, mindshare, sustainable development, cost-effectiveness, variety of proposals and complements to the regular range of products. “The Canadian market not only values awards very highly but also their ranking in specialized magazines, in addition to product sustainability”, says Andreia. The wines that formed part of the SAQ tender were all below US$ 31 (750ml bottle).

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- SAQ is an organization that currently holds a monopoly on the import, distribution and sale of alcoholic beverages in the Canadian province of Quebec, with an operation that includes a chain of 441 stores. Its principal goal is to offer to consumers the best beverages in the world, offering in its list of products more than 11,700 wines, beers and spirits from 60 countries.

With net turnover of CDN$ 2.4 billion in 2008, it made a net profit of CDN$ 806.7 million and its sales grew by 5.5%.