Vinhos brasileiros: é possível a internacionalização?

Abstract

This study aimed to identify the strategies implemented by brazilian wine producers for get international quality . The methodology utilized was the case studies and the Miolo and Salton were the two firms analysed. It was identified as a main critical factor on the production, the area localization and the strategy adopted was the expansion for new areas with adequate climate for grapes for wines as Sao Francisco Valley (northwest of Brazil) and the region border to Uruguai. Additionally the new technologies was introduced, international aenologist was contract for consulting in order to improve the product quality and alliances with local producers were done. The other critical factor is the small market for wine in Brazil, around 2 liters per person, and the strategy adopted was the segmentation by prices and differenciated quality.

Keywords

• Vinhos
• Estratégias
• Brasil
• Wine
• Market strategies