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Brazil wine sales quadruple on back of strong multiple support

Published:  26 February, 2015

Brazilian wine sales in the UK have more than quadrupled over the last year following strong support from multiple retailers.

Sales rose 422% last year compared to 2013, and the category is now worth nearly £2m in the UK, Judy Kendrick of Wines of Brasil told Volume sales also rose to 4.3mL.

Growth has come primarily on the back of increased listings with Waitrose and Marks & Spencer, Kendrick said. "They created the category from nothing," she added. "The Brazil World Cup was a good starting point - it gave them the impetus to start listing but it was always part of a longer term strategy."

Waitrose currently stocks five Brazilian wines, including an own label Merlot and Chardonnay, with Marks & Spencer linking up with Miolo and Salton (Kingsland Wine& Spirits) as well as listings unique blends.

Wines of Brasil is actively looking for new producers to grow the market in the UK, Kendrick said, as only one producer is currently seeking representation. The UK is the largest importer of Brazilian wine, and acconts for nearly 40% of the country's export market.

Brazil is like Australia 30 years ago, added Kendrick, noting it has proved quick to respond and adapt to the UK market. "Producers have listened to what the market wants," she said. "The quality has changed in the last five years and the labels are more 'Brazilian', which is proving a strong marketing point."

Wines of Brasil is now broadening its focus to target the independent market. Importers at yesterday's SITT tasting in London showing Brazilian wines included Oakley Wine Agencies (Basso Virtus, Go brazil Wines, Walker & Wodehouse, Bibendum, Barwell & Jones, Berkmann Wine Cellars, Kingsland and Stevens Garnier.