The Brazil World Cup kicks off in June

The Brazil World Cup kicks off in June

A World Cup marketing campaign for Brazil's wines has seen some of the country's wineries ship the same volumes in the first three months of the year as in the whole of 2013.

The push, which saw European supermarkets such as Waitrose and Kaufhof place large orders from the wineries, has driven unprecedented trade interest in the category ahead of the football tournament, Brazil's wine trade body told just-drinks yesterday (25 March). Focus has now switched to a consumer campaign in major global markets that aims to drive sales.

Speaking at ProWein 2014 in Düsseldorf, Wines of Brasil spokesperson Ana Paula Kleinowski said at least two Brazilian wineries had reported the three-month shipment surge. “Everything is leaving Brazil now in the first trimester,” Kleinowski said. “We are very optimistic.”

Kleinowski added: “But now the product needs to be sold. It needs to go off the shelves.”

Activations in the “Wake Up the Brazilian in You” campaign will include competitions to win tickets to the World Cup football tournament, which will be held in the country in June and July. It will run in the US, the UK, the Netherlands, Hong Kong and Germany, Kleinowski said.

Meanwhile, younger consumers in Brazil will be targeted in a domestic campaign that aims to increase drinking occasions for wine.

“It's not in the culture of Brazilians to drink wine - it is seen as a drink for special occasions - so we need to build the culture of wine, and what fine wines are,” Kleinowski said. "(Young consumers in Brazil) are the ones that are consuming more premium beer, they have more income to spend on other goods. These are the people that have a little awareness of wine but we want to increase that.”

Wines of Brasil told just-drinks last year that it hopes the event can help triple exports from its member wineries.