Blog: Andy MortonLidio Carraro is Brazil's early World Cup favourite

Andy Morton | 22 May 2013

To me, there were noticeably fewer people at this year's London International Wine Fair (LIWF), which ends today (22 May), but that didn't stop the Brazil stand from attracting a bustling crowd on all three days. 

While Wines of Brasil is hoping to triple exports off the back of a packed sports calender, there's one of the country's wineries set for a bigger year than most.

Lidio Carraro hit the jackpot when it was picked to provide Fifa's official wine of Brazil 2014. The label, which features a range of blends, is called Faces and will be officially unveiled at VinExpo in Bordeaux next month.

What's truly amazing about Lidio Carraro's fortune, however, is that while the wine will likely gain worldwide distribution because of Fifa's seal of approval (it is hunting for a UK distributor at LIWF, I was told) and will be served at all Fifa functions up to and including the World Cup, the winery is a mere 40 hectares, or roughly 40 Fifa-regulation-sized football pitches.

Lidio Carraro will use stock from other Brazilian vineyards to make up for the inevitable shortfall in liquid, hence the need for a blend. But despite the inherent craziness in picking a family-owned (and family-sized) vineyard to serve the world its wine, Fifa must be applauded for backing one of the little guys.

Even if Brazil don't lift the World Cup, Lidio Carraro is already a guaranteed winner.

 


BLOG

Coca-Cola's selfie bottle might be a step too far

Whenever we read anything about Millennial consumers, there is almost always mention of the personalisation trend as well as the importance of social media....

BLOG

Anheuser-Busch InBev execs have a dream - a US$350m-sized one

Ever wondered what fuels Anheuser-Busch InBev's acquisitional drive? Is it naked ambition? Faith? The good of mankind?...

BLOG

Anheuser-Busch InBev's Bud Light ad pull shows not all campaigns can win

Anheuser-Busch InBev is reportedly calling a halt to its Seth Rogan and Amy Schumer Bud Light campaign in the US....

BLOG

SABMiller's last word

Today is SABMiller's final day. Some time this evening, Brussel's time, the second-biggest brewer in the world will be subsumed into the biggest, creating a beer behemoth of unprecedented proportions....

just-drinks homepage



Forgot your password?