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Wines from Brazil generic body is renamed Wines of Brasil

Published:  16 September, 2010

The generic body, Wines from Brazil has renamed its project, Wines of Brasil.

In order to create a single image across the domestic and foreign market, the 'from' with be replaced with 'of' and Brasil, will feature a more up-to-date "s" instead of a "z"

The change will be displayed in all promotional and marketing action plans of the WoB project carried out by Ibravin (Brazilian Wine Institute) in partnership with Apex-Brasil (Brazilian Trade and Investment Promotion Agency), starting in September 2010.

Export manager of Wines of Brasil, Andreia Gentilini Milan said: "Although this is a small change, it has great significance.

"Replacing "from" with "of" causes a subtle shift in the understanding of foreigners about Brazilian wines.

"It means that the wines belong to Brazil, instead of being made in Brazil, an idea closely linked to its origin."

"As we are getting closer to the 2014 World Cup and the 2016 Olympics in Rio de Janeiro, Brazil wants to present a single image throughout the world."