- March 16th, 2022
VCT Brasil receives award for leading wine import ranking
The company remained the largest wine importer in Brazil in 2021, a position it has held every year since 2011, according to Ideal Consulting.
On March 3, VCT Brasil received an award from Ideal Consulting for maintaining its leading position in wine imports, and its strong performance for more than a decade.
The company has been the top-selling winery in Brazil since 2011. “Viña Concha y Toro is a master of speaking brand language and translating it to audiences in an assertive and strategic way. It also creates trends, and is one of the pioneers of wine imports in Brazil. The company has surfed the various waves in the wine industry, and as a result it has unquestionable strength and experience, which together with its excellent operations give us great visibility, thanks to the versatility of our portfolio”, said Mauricio Cordero, CEO of VCT Brasil.
Viña Concha y Toro’s Brazilian imports grew by 8.9% in 2021 compared to 2020. According to data provided by consulting firm Nielsen, which measures retail sales, the company had a record market share of 16.6%, 10.4 percentage points above the second-largest wine importer in the country. Today, Brazil is Viña Concha y Toro’s fourth largest market globally in terms of sales, after the United Kingdom, the United States, and Chile.
“The company’s capacity to understand and translate diverse consumer aspirations in its respective categories, and the right consumption occasions to offer the wines from its portfolio, are strategic for maintaining its import market leadership”, said Felipe Galtaroça, CEO of Ideal Consulting.
“We will keep investing strongly in developing our brands in order to grow Brazil’s wine import market. We will have launches in several of our portfolio categories, and a new initiative focused on e-commerce with consumption experiences directed toward the super-premium segment. We will also continue our customer relations efforts throughout Brazil. As the market’s leading winery, Viña Concha y Toro has played and will continue to play a key role in the development of the Brazilian wine industry. Through its extensive and comprehensive portfolio, the company has always been able to serve different segments and introduce Brazilians to the world of wine. The holding’s strategy is very clear: the development of strong and valuable brands in the premium and high-end segments”, added Pietro Capuzzi, Marketing Director of VCT Brasil.