On Wednesday 23rd March, 13 member wineries of the Istituto Grandi Marchi presented their wines to 300 of Brazil's wine trade professionals and press.
The event, held in the extraordinary Hotel Unique, a modern landmark designed by Brazilian architect Ruy Othake, was the Istitute's first event to be held in South America. Brazil represents the largest wine market on the continent and despite fierce competition from other South American wine producers coupled with a heavy tax regime, Italian wines are able to command a growing share of the market.
The day opened with a seminar in which well-known Brazilian wine expert and former president of the Brazilian Sommelier Association, Arthur Azevedo, presented a wine from each of the member wineries to over 50 trade and press. The winery representatives were on hand to offer in depth comments about the wines which included some of Italy's most well known and appreciated nectars.
Planned and targeted wine promotions are essential in raising the awareness of particular varietals, denominations, regional production or even national production. The effects these promotional activities can have on market share, consumption and commercial value of imported wines at a macro level are often more important than the individual policies of the wine makers themselves. The continued popularity of Italian wines, a sector in which the activities of IEM have had a great influence, is in some way due to the effective promotion and organization of these sorts of promotional events.
Here are some examples: