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Newcomers make news at world’s biggest fair

Among the major European exhibitors from France, Italy, Spain and wine producers and marketers from leading countries such as Chile, Argentina and the US, there were newcomers to Vinexpo this year from Brazil, Poland, Egypt, Belorussia, Sweden and Madagascar

Brazil
Brazil did not export a single litre of wine in 2002 but had already gone international by 2007 when its geographical identification was recognised by the EU, an honour accoladed to only one other region outside Europe (Napa Valley in California). Out of a total 380m litres produced in 2008, 10.7m (2.8%) were exported, an increase from 0.9% in 2007. The largest country in Latin America, Brazil is a legitimate representative of the countries aspiring to the ‘New World’ label but its wines show individual characteristics that differentiate them from its neighbours, being generally light, fresh, fruity and with moderate alcohol levels.

Under the umbrella of ‘Wines from Brazil’, six companies are representing their country at Vinexpo for the first time. With a new marketing strategy, the six participating companies are hoping to make the most of the strong position in which Brazil’s viniculture currently finds itself. In addition to the 11 awards received at the Vinalies Internationaes earlier this year, Brazilian wines are undergoing a moment of consolidation in the New World market, not simply because of their fresh taste and low alcoholic content, but also for their wide selection of grapes. As a result, exports continue to grow. Sales of fine and sparkling wines leapt by 85.9% in the first quarter of 2009, resulting in 1.3m litres sold.

Egypt
From a standing start in 2004 with a 20 acre site, Sahara Vineyards now have 250 hectares of vines of 30 different grape varieties. In 2005 Sahara Vineyards went into partnership with Gianaclis (owned by the Heineken group which produces a total of about eight million bottles of wine a year) with the objective of producing premium wines of a quality that can compete with world wines using only the finest grape varieties.

The first such wine was produced in 2007, a blend of Viognier and Chardonnay. In 2008 production was increased to 60,000 bottles, 40,000 of ‘Caspar’ white wines and 20,000 of ‘Nermine’ red wine. The red wine is a blend of Syrah and Carignan, and is now available on the market. The white wines are a pure Viognier, a pure Chenin Blanc, and a Blanc de Noirs made from Grenache Noir grapes. Sahara Vineyards has its own production facility within the Gianaclis plant and hopes to continue its drive into the export market through contacts made at VINEXPO. Currently it exports to Italy and Germany, and is about to break into the US market.

Madagasgar
With a production of 8m litres, the Vidzar Company is the third largest producer of rum in the Indian Ocean region, and is representing Madagascar for the first time at Vinexpo. Established over 25 years ago by the founder, Lucien Fohine, Vidzar is now run by his son, Frank., who set about enlarging the traditional Vidzar range which now offers a wide variety of rum punches – a milder and more perfumed style of rum. 90% of sales are local, but now being strongly established in its home market, Vidzar has its sights firmly set on the international export market, specifically the UK, Russia and Germany. The brand is already strong in Italy, having been distributed there for five years.

Poland
Established in 1990 and the largest regional importer of a whole range of different wines (grape and fruit) and also producer of its own fruit wine, Bartex represents Poland for the first time at Vinexpo and is proud to be its country’s sole representative. Since1993, Bartex has managed its own fermentation of fruit wines. With its wide range of flavours, Bartex’s popular ‘Vodka PL’ brand is its biggest export. With a first-time presence at Vinexpo, Bartex plans to expand its export distribution and consolidate its strength in western Europe through its popular brand base.

Belorussia
Dionis, one of the top producers of alcoholic beverages in Belorussia and the leading exporter, is exhibiting for the first time at Vinexpo and is its country’s only representative. Dionis considers attendance at Vinexpo as essential in order to contact, in one place, the large number of professionals from the wine and spirits business. Its main aim in attending the exhibition is to grow its exports, which are mostly directed to Russia, Estonia, Lithuania, Moldavia and Israel. Dionis also seeks to create sales opportunities in Europe and the US.

The company produces a range of spirits under the Bulbash name (a Bulbash is a native of Belorussia) and high quality, ‘classic’ vodka, including vodka flavoured with honey, peppers and lime among others. While it is too soon to evaluate the amount of business concluded during the exhibition, Dionis is already preparing to return to Vinexpo in 2011. The brand is already strong in Italy, having been distributed there for five years.

Sweden
Sweden is present at Vinexpo for the first time this year, represented by Purity Vodka AB whose ‘Purity Vodka’ product is the world’s most awarded ‘Ultra Premium’ vodka. Purity Vodka is distilled in thirteenth century Ellinge Castle in southern Sweden, using a proprietary pot still made of copper and gold designed by multi-award winning Master Blender, Thomas Kuutanen. The pot still process can only be carried out in small batches and is very labour-intensive. Purity Vodka has strong export sales to the US and China and is looking towards Latin America and Europe to consolidate its export base, making full use of contacts made at Vinexpo with prospective distributors which its presence at the show has made possible.