Consolidated leader in Portugal, muscatel Favaios’re going to emerging countries.
The muscat from Adega Cooperativa de Favaios has long since conquered the Portuguese. The domestic market leadership of muscat “is assured with about 75% market share,” emphasizes the company’s commercial director, Gina Francisco. The strategy is now to ensure new and emerging markets such as China, Russia and Brazil are priorities. The same charge states that “the muscatel Favaios is the main priority for export.”
In China, the cellar Favaios still looking the way, driven by recent awards in China Wine & Spirits Awards to three of their wines. “Brazil is already being worked on,” says Gina Francisco, and Russia and China “are in negotiations not yet implemented.” For the company, these markets are “strategic” policy and that is printing is “consolidation and growth” in these geographies.
The image of Portuguese wine in the world is seen as a good flag to gain in exports. “Portugal was, in the past five years, more known to the world as a producer of excellent wines and is recognized for its excellent wines and award-winning varieties,” he explains.
Exports from cellar Favaios were initially driven by the Portuguese community abroad, but today the wines arrive in 25 countries. Last year, exports were worth 15% of the ten million invoiced. The muscat represented 92% of sales abroad in value and 82% in quantity, but in the global billing muscat worth almost 70%. Despite the preference given to the export of muscat, the company wants also wants to strengthen the marketing of table wines and sparkling wines.
According to Gina Francisco, 2011 “was a year of growth of exports in 2012 and has also been an excellent year or consolidation of sales in existing markets want to approach new markets.” The manager provides “some growth in sales” this year, even domestically.
In recent years, the cellar Favaios invested 7.5 million euro in the modernization of winemaking and bottling lines. The cooperative produces about 6.5 million liters divided by muscat, port wine, sparkling and table wines.