Brazil in fresh generic push

Wines from Brazil is increasing its presence in the UK to grow awareness as it gears up to host the World Cup in 2014 and the Olympics in 2016.

The body has appointed JK Marketing to handle its generic activity, with a brief to capitalise on the opportunity it believes the sporting fixtures will offer.

A spokesman for Wines from Brazil said: “We have a professional programme prepared in the lead-up to the World Cup and Olympic years. This is a pivotal time for the wines of Brazil and we want to grasp all the opportunities these events offer to our wine producers.”

He added that activity would include a buyers’ tasting and lunch in March, plus involvement at the London International Wine Fair in May and consumer tastings.

Judy Kendrick, JK Marketing director, said: “Brazil is such an exciting country. The wineries are tremendous – focused, planned and enthusiastic about the UK market. With the World Cup and the Olympics on the horizon they realise now is their time, and we are looking forward to working with the producers and the South American buyers, importers and press in the UK.”

Meanwhile, Wines of Portugal has set out its stall for the year ahead and confirmed its commitment to the market by appointing a new agency to support its activity.

Nuno Vale, director of marketing at Vini Portugal, said: “The next three years are highly promising for Wines of Portugal. We are delighted with our brand and the quality of our wines. 

“We have just selected Cube Communications to promote Wines of Portugal and have high expectations as to what the agency can bring to our project.”

He added that the annual Wines of Portugal tasting on February 21 would kick-start the generic programme, followed by other initiatives including the return of the 50 Greatest Portuguese Wines. 

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