Argentine wineries They are preparing to achieve a record presence next week in San Pablo. In that Brazilian city it will take place ProWine 2024the B2B fair of wines most important in Latin America, with the objective of continue increasing exports of Argentine wines to that market.
Brazil is the second largest destination for Argentine wines in the world, only behind the United States. Until not long ago, second place was occupied by the United Kingdom, but the neighboring country It was gaining importance for national producers, favored by its proximity and population density..
Argentine companies seek to strengthen that market, which currently – according to data updated as of August 2024 – was the destination of 32.7 million liters exported, for the equivalent of US$114.6 million for the fractionated wine category.
The entity in charge of carrying out the positioning strategy is Wines of Argentina (WofA), responsible for the promotion of Argentine wine in world markets. The fair will take place from October 1 to 3 in San Pablo. National participation also has the support of the Ministry of Foreign Affairs, International Trade and Worship of the Nation.
The participation of 67 Argentine wine companies who will bring the offer of their products to the fair. This number includes wineries that channel their presence through WofA (20 wineries) and the Federal Investment Council (CFI) (37 wineries). In addition, the remaining 10 wineries will participate independently, with their own stand.
Inside the Wines of Argentina stand there will be the wineries Bandini House of Wines, Belasco de Baquedano, Belhara Estate, Bodega Araujo, Bodega Don Bosco, Bodega Ribera del Cuarzo, Bodega Urqo, Bodega y Viñedos Clement, Bodegas Bianchi, Casa de Uco, Diamandes , Finca Buenaventura, Finca Decero, Finca El Origen, Finca Flichman, Jasmine Monet, Masi Tupungato, Monteviejo, Renacer and Wht Huarpe Riglos.
Over the past 30 years, ProWine, with its more than 90,000 visitors worldwide, has become the most important trade fair for wine, spirits and craft beverages. In addition to traditional markets, new and dynamic sales regions are emerging. Every year the initiative takes place in Düsseldorf, Shanghai, Singapore, Hong Kong, Sao Paulo, Mumbai and Tokyo.
In the 2023 edition, the fair received the participation of 500 exhibitors from more than 26 countries, with more than 1,300 wines & spirits brands and an estimated 10,500 qualified visitors from all the states of Brazil.
Pesce: “We are going to Brazil with a great expectation of closing new businesses”
Regarding the expectations of continuing to advance in the Brazilian market, Magdalena Pesce, general manager of Wines of Argentina, in a dialogue with Scopeexplained:
“Brazil this year has had a fairly positive evolution of its economy. It has a GDP projection of 3%, the unemployment rate fell almost 7%, inflation remains at four or five percent annually. This gives the indication that it is a market that is in good condition, that its consumers are willing to invest or consume wine that is very expensive there due to the taxes it comes with. “There are good prospects.”
Q: How much does geographic proximity to Brazil influence?
MP: That helps a lot, as well as the possibility that we have always had of receiving many Brazilian tourists who received direct knowledge of the quality of our wines. It is also a very large market. It seems like you have it covered but in reality it is huge. Because San Pablo is a single city where there is still potential, if you go inside the State there is enormous potential.
Q: Are Brazilians a wine consumer, or do they always prefer beer?
MP: There is a lot to do in all of that. In Brazil, Argentine wine is consumed and appreciated, especially in the mid-range and high-end price segment. It is a market on which we are betting heavily. Therefore, despite all the difficulties and the crisis we had last year in making payments abroad, a great effort was made to hire a specific person to open a WofA office in São Paulo. And to be able to continue supporting this work that has been done with this market.
Q: What is happening with the global Argentine wine export figures?
MP: Our exports have shown some recovery according to the data we have updated until August. Although it still needs to have a real impact on the wineries’ pockets, it is something positive. And the psychological effect of seeing exports begin to rebound is no less important. We see that in the world there is a lot of interest in Argentine wine, so we see greater demand and consultation from importers, chains, distributors to buy new Argentine products or improve their portfolio or expand it. That is why we are going with great expectations to the ProWine San Pablo fair and we hope that many businesses can be closed for our wineries and that the Argentine presence also begins to stand out more.
Argentine wine exports began to rebound
Regarding the recovery of exports that Magdalena Pesce mentioned, figures from the National Institute of Viticulture (INV) indicate that Argentina’s wine and must exports in the first eight months of 2024 showed sustained growth in volumewith an increase of 6.8% compared to the same period in 2023.
This increase was mainly driven by bulk wine sales, which experienced a significant jump of 17.5%.
While fractionated wine, which is what is promoted through WofA, recorded a more moderate increase of 3.8% year-on-year equivalent to 1,046,266 hectoliters. Regarding the international price, bottled wine reached $4.21 per liter, with a negative variation of just 0.2% compared to the same period in 2023.
As part of the actions to consolidate sales of Argentine wine abroad, WofA organized among the activities of ProWine San Pablo its own space in the series of talks, with the presentation titled “Diversity of Argentine Wine” by Mariana Torta, Area Manager for Brazil & LATAM of WofA, which will take place on October 2.
The Masterclass will explore the richness and complex diversity of Argentine Wine, through teaching material that combines the main key factors of the terroir in Argentina, accompanied by a tasting of great exponents of national viticulture.
