Estudos IVV - ViniPortugal

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FÓRUM ANUAL VINHOS DE PORTUGAL 2015

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INFORMAÇÃO AO SECTOR IVV / VINIPORTUGAL

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International Promotion

winesofportugal.com
 

In 2013, ViniPortugal will continue to convey the message that Wines of Portugal remain genuine and of strong Portuguese character. Being faithful to a heritage of over 250 indigenous grape varieties, Portuguese wines are able to provide a unique experience either by the way they take advantage of the diversity of Portuguese grape varieties and terroirs or by the techniques and people who create them. In their diversity they are versatile and gastronomic. In their quality they rival with the best in the world.

The brand Wines of Portugal will continue to be present consistently across four continents and 10 strategic markets. With an annual investment of 7 million euro, over 100 annual Portuguese wines promotion actions will be carried out, involving around 350 national economic agents. The U.S.A. and Brazil will continue to be a major bet for the promotion of Portuguese wines, with 41% of the budget allocated to these two countries. More than 50% of the budget will be spent on trade and consumer events. Education (21%) and communication (22%) are two other components with quite some weight in the promotion plan.

Today, Portuguese wine international reputation is unquestionable. Portuguese wine exports also demonstrate this sector's dynamism. In 2011 exports of still wines grew 10% in value. In 2012 they continued to grow at the same rate.

It is acknowledged that much remains to be done to enhance the notoriety and value of the brand Wines of Portugal, but results show that the sector is on the right track and that the future is promising.

 

STRATEGIC PLAN



11 international strategic markets


7 million euro investment for the promotion of Wines of Portugal in 2012 and 2013


+100 marketing actions carried out annually


25 million euro sales volume until 2014 as a goal for Portuguese exports to the Chinese market alone, including Hong Kong and Macau.


+2 million euro investment by ViniPortugal in the U.S.A. market (2012)




ACTIONS



ViniPortugal's action in the eleven priority markets is focused on four action areas: events, promotion, education & training and communication:

  • Events: high market impact set of actions, with the presence of economic agents and aimed at more than 100 guests.
  • Education/Training: set of actions aimed at increasing the knowledge about Wines of Portugal, where up to 30 professionals are invited.
  • Promotion: set of actions designed to develop and accelerate sales of Wines of Portugal in the market. A diverse range of incentives in wine shops, supermarkets and restaurants aimed at stimulating demand for our wines.
  • Communication: A set of resources that enable the "Vinhos de Portugal / Wines of Portugal" brand visibility and communication.

Markets

USA
    

A market with a high growth and opportunity potential for the domestic production exports. It is the target for the largest investment for the international promotion of Portuguese wine because it is an important export market for Portuguese wines, where it is expected a growth of 40% by 2014. It is noteworthy the positive way in which Portuguese wines have been welcomed by wine critics.

Aim:To grow 41% in value over a 3 year period

   
BRAZIL
 

It continues to be one of the main markets for Portuguese wines for it has been on a high growth rate of exports, close to 19%, reflecting a growth of 20 to 24 million euros from 2010 to 2011.

Portuguese wines have achieved a high positioning in the Brazilian market and Portugal is in the group of Brazil's five wine suppliers. Furthermore, Portuguese wine has a high average price and a high positive connotation in this market.

Aim: To grow 25% in value over a 3 year period

        
CHINA
    

It is the fifth largest market for domestic wines, outside of Europe, not including Port and Madeira wines. China is one of the priority targets of the domestic production, as it represents 13, 7 million euro in value to national exports.

In 2011 there was an increase of 91.7% in value in the domestic wine exports for this market. The investment and dynamism of Portuguese producers in the Chinese market and, within it, in Macao influenced this market’s growing interest in the domestic production and directly contributed to the exponential growth of exports to this market.

Aim: To reach a 25 million euro sales volume by 2014, including Hong Kong and Macau.

    
CANADA
    

It imports 66.4% of the wines consumed, with Quebec, Ontario and British Columbia being the largest consumers, accounting together for more than 75% of wine consumption. Portuguese wines have gained a market share of 3.43%, placing Portugal in the 8th position both in volume and in value.

In 2011, Canada has established itself as Portugal’s 2nd best market in terms of average price (3.12 € / litre) and kept the 7th position in the Portuguese wine export ranking, in value, occupying the 9th position in volume and having increased around 9%  in value and volume.

Aim: To grow 27% in value over a 3 year period.

    
ANGOLA
    

It is the main market for the domestic production, with Portuguese wines leading the bottled wine sales. As a destination for Portuguese wines it has had a significant growth, with increased sales in value reflecting the bet in the premium and super premium segments. In 2011 more than 620 thousand hectolitres of national wine were sold, worth almost 72 million euro.

Aim: To grow 19% in value over a 3 year period

    
 UNITED KINGDOM
   

A market of extreme importance at a level of opinion making and of leadership in trends that are followed by other markets worldwide.

It presents itself as a gateway to other countries and is the second largest export market for Portuguese wines, in value. According to 2011 data, exports increased by 4.7% in volume.

Aim:To grow 8% in value over a 3 year period

NORDIC COUNTRIES

The Nordic countries (Sweden, Norway and Finland) represent a challenge to Portuguese wines, since they are characterized by the existence of retail monopolies, controlled and managed by the state, with major limitations to the promotion and sale of alcoholic beverages, namely wines.

In Sweden Portuguese wines have achieved an 18% growth in exports in 2011. The prospects are even brighter for 2012, for only in the year’s first quarter the white wine sales more than doubled compared to the previous year. Portugal remains committed to continue to grow in the Nordic markets and meet the growing receptivity to Portuguese wines.

Aim:To grow 14% over a 3 year period, in the 3 countries all together

        
GERMANY
 
 Germany belongs to the group of five markets that leads the ranking of the main destination countries for Portuguese wine in the first quarter of 2012, with an increase of 53.8% in average price and 31.7% of the exports value to this market. Although considered a mature market, the German market remains important in terms of exports, as it is a European wine consumer.  

Aim:To grow 14% in value over a 3 year period

PORTUGAL

One of the markets with the highest wine consumption per capita, with 42.2 litres per capita of which:  18.2 (43%) is of table wine and “IG” wine (Geographical Indication), and 23.8 is of DOC (Controlled Denomination of Origin) wine (56%).

The overall national wine consumption has remained constant over recent years, but the category of wine consumed has changed, given the fact that the decrease in table wine consumption was replaced by the consumption of DOC wine.

The years 2011 and 2012 were challenging for wine sales in the domestic market following the economic and financial crisis which imposed a more rational consumption by consumers. Through the “A Copo!” (By the glass) campaign ViniPortugal wants to reverse the consumption stagnation tendency and encourage the implementation of a new consumer habit, with numerous benefits for both the consumer and HORECA channel establishments.

Aim:To promote the moderate and responsible drinking of quality wine by the glass.