Panel SA: Chilean winery wants to make Brazil its main market with a bottle from R$40 to more than R$1,000

The Concha Y Toro winery wants to make Brazil its main market in the world.

On average, the Chilean company sends here 24 million bottles of wine annually. In the last four years, the volume has grown above 15%.

Brazil is currently the fourth largest market by volume for Concha y Toro in the world, behind the United Kingdom, the United States and Chile. It is classified by the company as a territory that receives focus and attention from the group in terms of investment and priority.

The three largest consumer states of Concha y Toro in Brazil are São Paulo (25% of sales volume), Rio de Janeiro and Paraná. With around 18 million bottles sold a year, Reservado Concha y Toro, which has an average cost of less than R$40, is the best-selling imported wine in the country.

The Don Melchor brand, wine considered one of the 100 best Cabernet Sauvignons in the world, recorded in Brazil the company’s best figures in world sales.

“Brazil is today the absolute focus of the company’s investments, and the corporation has a clear ambition to make the country the main market for fine wines in the world”, says Mauricio Cordero, CEO of VCT (Vinha Concha Y Toro) in the country.

The per capita consumption of wine in Brazil is still considered low compared to other countries.
Estimates by Ideal Consulting show that the Brazilian drank, on average, 2.64 liters last year. Argentines, 30 liters/year. The Portuguese reach 69 liters per year.
It is precisely because of this low consumption that the market sees room for growth in all price segments, even in an adverse economic scenario.

“We live in a dichotomous situation in the market. Our country today faces a challenging moment from an economic point of view, with inflation being one of the main factors that has impacted the consumer’s pocket”, he said. “At the same time, we have a large mass of people who discovered the wine category during the pandemic.”

The Chilean held an event this week in São Paulo to promote wines aimed at the high-income public from Puente Alto, a denomination of origin, where Cabernet Sauvignons such as Don Melchor and Marques de Casa Concha Heritage are produced.

According to Cordero, these wines have terroir characteristics provided by their proximity to the Andes mountain range, in the Maipo Valley. Brazilian consumers pay, on average, R$1,350 and R$600, respectively.​

with Roberto de Oliveira