Reasons Why Icewine Should be Exported to Brazil

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Icewine and Brazil

Religious Reasons

Brazil is a highly religious nation characterized by diverse religious celebrations and events that present an unmatched opportunity to export Icewine.
For instance, wine is a popular option for Brazilians during Christmas when celebrating and toasting (Araujo et al., 2019).
In unison, Brazilians celebrate the holiday through festive gatherings and festive meals. In this regard, sparkling wine has always been of preference for families to serve during Christmas parties and dinners (Araujo et al., 2019).
Icewine can be exported to Brazil to fill this niche. According to the passage, the wine already holds recognition in over 75 global nations.
The already existing popularity can vouch for its international recognition and emphasize its prestige.
Besides, it is a suitable option that conforms to Brazilians’ notion of serving symbolic drinks in their religious endeavors. The passage has emphasized the wine’s rarity following unique climatic conditions pertinent to its production.

Social Gatherings

Brazil is also an appealing Icewine export market for its several cultural attributes.
For instance, social gatherings are common where most Brazilians gather as friends and family (Castro et al., 2019).
They enjoy wine alongside delicious dinners.
As much as other brands exist in the nation, the legal drinkers have an exploration spirit and would not mind tasting a premium drink like Icewine.

Wine Tourism

Also, Brazil is gaining wide recognition for its wine tourism culture (Salvagni et al., 2020).
Tourists have originated from around the world to tour wineries, taste their products, and learn or film the wine-making process.
Therefore, the alleged cultural interest presents a unique opportunity and reason to export to the nation.

Increased Wine Consumption

Icewine needs to export to Brazil for its reputable emerging market. Brazilians have rapidly embraced a wine-drinking culture.
According to Schmidt et al. (2023), the nation’s wine consumption doubled in 2021 from the initial figures recorded in 2010.
Accordingly, the nation currently ranks as the 14^th most appealing wine market from the 26^th position ranking done in 2020.
In line with this argument, Schmidt et al. (2023) stipulate that there were 40 Million wine drinkers in Brazil in 2020 from the 20 million legal drinking-age adults recorded in 2010.

Digital Culture

Besides, Icewine also needs to export to Brazil for its digitally connected market.
Indeed, Brazilians have swiftly leveraged digital platforms in their daily endeavors.
As such, there was a high popularity of wine e-commerce even before the Covid-19 pandemic.
Notably, over 25% of wine consumers used the online platform to purchase (Marques et al., 2021).
Therefore, the onset of the pandemic boosted the online buying culture, thus rendering the nation an ideal target for Icewine exports.

A Wealthy Client Base with a Taste for Luxury

From another point of view, Icewine also needs to export to Brazil due to its luxury appeal and the nation’s demographic.
As evidenced in the case study, the wine’s quality and rarity are ideal attraction points for wealthy people seeking status and luxury.
Accordingly, the nation has a considerable number of millionaires, thus suggesting they could be a potential target for Icewine (Marques et al., 2021).
According to the case study, the nation has nearly 200,000 millionaires holding a substantial percentage of its wealth. Irrefutably the presentation of Icewine as a luxury is irrefutable.
Therefore, it can take advantage of the nation’s special events, especially since the wealthy customer base has the purchasing power to procure the product if well-marketed.

Brazilians’ Exposure to Product Diversity

Indeed, it is also imperative to consider Brazilians’ already existing exposure to other wine brands from diverse nations.
In this case, the product already has a distinguishable production protocol and heritage.
Despite Icewine’s popularity in various countries, it still lacks adequate recognition in South America, particularly Brazil. The nation presents an untapped niche.
Like other growing wine markets, the Brazilian wine consumer is growing more adventurous, thus positioning them as potential clients ready to try something new.
Concurrently, the Brazilian consumer has exhibited a high demand for premium commodities (Wurz & Brighenti, 2019).
Consumers from the higher and middle economic brackets remain highly adventurous and open to importing high-value goods.
This market perceives wine as a cultural and aspirational product that meets their desire for good quality.

Market Familiarity with Premium Pricing

In the rear, a combination of other factors also renders Icewine’s exportation to Brazil prudent.
The nation’s political factors present unprecedented challenges that could also be a marketing opportunity for the wine.
As shown in the passage, pricing plays a fundamental role in wine exportation. Brazil has a 30-50% luxury tax that further increases commodity prices (Ohana-Levi & Netzer, 2023).
However, the same challenge presents a unique opportunity to market the item as a luxury brand.
Therefore, they need to export to Brazil since they can justify its high price, claiming it is a premium item. The stance originates from a unique Canadian heritage.
Inniskilin has been a critical role player in rendering Icewine staple in Canada. They have earned several awards since the inception of the notion to produce Icewine in 1983.
The state of affairs reveals that it is indeed a reputable producer and justifies the product’s high price.

References

Araujo, M. V., da Silva, M. A. C., & Bruch, K. L. (2019). The phenomenon of Moscatel sparkling wine in Brazil. In BIO Web of Conferences (Vol. 12, p. 03012). EDP Sciences.

Castro, Á. L. D. O., Vilas Boas, L. H. D. B., Rezende, D. C. D., & Pimenta, M. L. (2019). Behind the wine glass: values that guide consumption in Minas Gerais–Brazil. British Food Journal, 121(10), 2477-2489.

Marques, K. S., Lermen, F. H., Gularte, A. C., de Magalhães, R. F., Danilevicz, Â. M., & Echeveste, M. E. S. (2021). Inside of an innovation ecosystem: evidence from the Brazilian wine sector. Australian Journal of Grape and Wine Research, 27(1), 66-80.

Ohana-Levi, N., & Netzer, Y. (2023). Long-term trends of global wine market. Agriculture, 13(1), 224.

Salvagni, J., Valduga, V., & Nodari, C. H. (2020). Cooperation, innovation, and tourism in the grape and wine region, Brazil. Cuadernos de Desarrollo Rural, 17, 1-15.

Schmidt, V. K., Zen, A. C., Soares, B. F., & Bittencourt, B. A. (2023). Trajectory and cluster resilience elements: The case of the Brazilian wine cluster of the Serra Gaúcha. Growth and Change.

Wurz, D. A., & Brighenti, A. F. (2019). Analysis of Brazilian wine competitiveness. In BIO Web of Conferences (Vol. 12, p. 03015). EDP Sciences.