Brazilian fever hits UK

UK importers are hurrying to list Brazilian wine as the country’s already attractive image is boosted by the enticing commercial prospects of the 2014 FIFA World Cup and 2016 Rio Olympic Games.

With just 20 of the country’s 1,000 producers focused on export markets, this week’s London International Wine Fair was expected to see the last few without UK distribution signed up.

Earlier this month, Bibendum confirmed an exclusive distribution deal with Miolo, while Copestick Murray is about to add a sparkling Brazilian wine to its “I Heart” range.

Last year Waitrose became the first UK supermarket to stock Brazilian wines and is understood to have further plans in the pipeline; while Marks & Spencer’s winemakers have also visited the country to put together blends that are due to be launched this summer.

“The eyes of the world are on Brazil,” said Judy Kendrick, who represents Wines of Brazil in the UK. “People would be daft to lose the opportunity that sporting events offer and there are so few wineries looking to export that once these are snapped up, you won’t be able to find any more.”

Despite the “disappointment” of his company’s tie in with last year’s London Olympics, Bibendum managing director Michael Saunders remained optimistic about the opportunities presented by Brazil’s upcoming sporting events. “With the 2014 World Cup and 2016 Rio Olympics on the horizon, we expect interest in Brazilian culture, including food and wine, to explode in the next few years,” he predicted.

As for the quality of the country’s wines, Bibendum head of buying Andrew Shaw said: “Brazil offers something completely different from Chile and Argentina in terms of climatic and viticultural conditions. The best regions are cooler and have a much more European climate.

“What is really exciting for me is the diversity of wine the country offers, from fruit-driven varietal wines to world class wines that showcase their fantastic terroir. There is no doubt that Brazil deserves to be at the very top of the world wine scene.”

With its particular reputation for lower alcohol Moscato and sparkling wines, Brazil fits a number of useful niches for the UK market.

Football and music: Wines of Brazil adds some atmosphere to this week’s LIWF

Robin Copestick, managing director of Copestick Murray, confirmed that his company would launch an I Heart sparkling Moscato this autumn, priced at about £9.99 and with an 8% abv.

“The whole idea with I Heart is that it’s very versatile; it can be anything you want it to be” he told the drinks business. Having visited Brazil in January, Copestick highlighted the country’s sparkling wines as a particularly good fit for the brand and worked with Brazilian co-operative Aurora to create a blend specifically for the UK. “It’s fun and not pretentious,” he summed up.

I heart brand manager Rachel Archer confirmed that Brazil’s upcoming sports events had also been an important factor behind the timing of this latest range extension. “If you’d tried to launch a few years ago, you might have struggled,” she told db.

However, Archer was confident of a big opportunity for Brazilian wines as the build up to the FIFA World Cup and Rio Olympics gains momentum. “I really do think that with the amount of exposure Brazil is going to have next year, from a consumer perspective they’re going to want to drink it,” she remarked.