The Integrated Sector Based Project Wines From Brazil (WFB), held in a partnership between the Brazilian Wine Institute (Ibravin) and the Brazilian Trade and Investment Promotion Agency (Apex-Brazil), has defined the eight priority markets for the promotion of Brazilian wines abroad. Germany, Canada, United States, Hong Kong, Netherlands, Poland, United Kingdom and Sweden are the target export countries chosen by Wines From Brazil for the next two year.

The meeting for the market choice was attended by 23 of the 38 companies that take part in the WFB project. The decision was based on a study about market ranking, with specific methodology developed by the Commercial and Competitive Intelligence Unit (UICC) (Unidade de Inteligência Comercial e Competitiva) of Apex-Brazil. According to the coordinator of the UICC, Marcos Lélis, 27 markets were analyzed, divided by geographical regions (Americas, Asia / Middle East and Europe). The variables taken into consideration in the study included volume data and growth in the foreign trade, access and analysis of competition, demographics and income, macroeconomic situation, sector-based size and growth.
According to the commercial promotion manager of WFB, Andreia Gentilini Milan, Germany - a major import market (the second in the European Union) with high per capita consumption (over 30 liters per person a year) and an opinion maker -- is among the countries that received the highest score in the technical study, in addition to the United Kingdom, the United States and Hong Kong, as it is a gateway to the huge Chinese market.
Two new players have been included among the target markets of Brazilian wines: Poland and Sweden. According to Andreia Poland has had a significant growth in the consumption of wines and is very open to imported products. "Wine consumption in Poland has been increasing and wine is expected to gain market against beer and vodka," Andrea says. She also adds that the forecast for the coming years is that the level of consumption per capita is expected to grow from 5 to 15% annually. The country is also a gateway to the entire Eastern Europe and Russia.
Sweden’s strategic location has made it a center point to enter Scandinavian countries (Norway and Denmark). Holding the largest monopoly in the Nordic region, Sweden has influence over another country with potential to buy Brazilian wines, Finland. Andreia stated that Canada will have a greater investment in marketing because of the openness that it has shown to our products. In the Netherlands, the work will be intensified as a consequence of the good results achieved in recent years.
The analysis of target markets had the participation of UICC analyst, Camila Meyer, and the project manager, Marcos Soares. A new analytical and technical meeting will be held to define the priority markets for the export of grape juice.

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The Integrated Sector Based Project Wines From Brazil started operating in 2003 with the participation of six Brazilian wineries. Currently, it consists of 38 member companies, of which 21 already export.
In six years of work, the export value grew twentyfold rising from US$ 231 thousand in 2003 to US$ 4.68 million in 2008, an increase of 1,927%. Last year, business conducted by the companies involved in the project amounted to exactly twice the total of wine and sparkling exported in 2007.