Wines of Brazil hopes official World Cup wine will help boost its wines sales in the UK

By Richard Siddle

Published: 28 March, 2014

Wines of Brazil hopes the release of a new limited edition official licensed wine for the FIFA World Cup will bring added attention to all the country's wines in the UK and all its key export markets around the world.

Brazilian winery, Lidio Carraro, won the pitch to create the official wine for the Brazilian World Cup and has developed its Faces range featuring a red, white and rose. Each feature wine styles and grape varieties that reflect the diversity and quality of wine now being made in Brazil, said Wines of Brazil's export director, Roberta Baggio Pedreira, speaking at this week's ProWein.

Its red Faces wine even goes as far as including 11 different varieties in the blend, all of which represent the 11 different players of a football team. Winemaker, Monica Rossetti, said she chose the varieties to fit in with the 4-4-2 football formation.

The attack, for example, features Merlot and Cabernet Sauvignon, doubling up for Brazil's Neymar and the Hulk. Its midfield has Pinot Noir, Tempranillo, Touriga Nactional and Teroldego, whist is defence is made up of Tannat, Nebbiolo, Ancellota and Alicante with Malbec seen to have the best attributes to go in goal.

The white wine is a Riesling, Chardonnay and Moscato blend whilst the rose is a Pinot Noir, Merlot and Touriga Nacional combination.

Pedreira said the Faces range are aimed at the independent on and off-trades and will be available until the end of the year. However, if Brazil wins the World Cup there is an option to extend the contract with FIFA in to next year, said Pedreira.

The wines were being shown as part of the Wines of Brazil's stand at this week's ProWein which provided an "excellent opportunity" to connect with existing distributors but also to find new partners ahead of the World Cup, said Pedreira.

She said the UK was now its fifth largest export markets and one of its target countries going forward along with the US, Germany, the Netherlands, China and Hong Kong. Currently it sells most of its wines in the US, Paraguay, Japan, Germany and the UK.

"The UK is very strategic for us," she confirmed.

A number of Brazililan wines have been picked up by UK distributors ahead of the World Cup. As well as the Faces range the UK will be see five Brazilian wines released by Waitrose and four by Marks & Spencer during April and May. Copestick Murray will also be releasing the I Heart Brazil Moscato wine through Tesco, other major retailers and the impulse and cash and carry sectors.

"We have some very good partners already in place and have really built up our partners over the last two years," she explained.

"We are now seeing more respect and confidence in our wines."

She said Wines of Brazil was now being exported to 33 countries around the world.

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