Open Access
Table 1.
Current view of the Brazilian wine sector.
| Availability of information | Website, digital social networks, search engine, commercial representatives, advertising materials, health professionals and points of sale. |
| Actual production | Few producers, few commercial production of organic wine, most are still in conversion, or are doing sustainable work in wine, in the chain, less chemical intervention, tending to the natural. Little certified product. Lack of methodology, technology for the production of fine wines. There are experiments, but few products, is a field to develop. It represents little for the wineries, some 3 to 5%, the one that represents more (winery 03), and 1% for the winery 01. |
| Challenges | Producing grapes in an organic way due to climatic adversities, better management of the vineyard, demand more work, labor, greater risk, needs better remuneration. Serra Gau′cha is the biggest producer of wines, but it is not propitious to the organic ones due to the climatic adversities. |
| Product demand | Natural wine is best known to consumers, for which there is already a demand. When the consumer taste the organic wine he look for other wines, whether natural, organic, biodynamic, sustainable wines. (Note: importance of the intermediary in communicating the value of the product to the consumer, since it presents and teaches what the product is and the difference between them). |
| Trust and communication | Organic label. |
| Definition | There is still a lot of confusion in the conception (of what is organic wine), even for professionals in the area, who sometimes confuse the terminology, even the use of “nature” for sparkling wine, which has no connection with intervention in grape production, but rather in not using sugar for the expedition liquor. |
| Availability | Supermarkets, specialized stores, large retail. |
| Packaging, communication and marketing | Underdeveloped communication, there is usually no communication, website that gives access to these products, they enter or in the same approach of the conventional or gain a communication very similar to organic in general, there being no differentiation of organic wine. Missing information on labels, the site does not show information about that system. In the supermarkets the products are next to the table wines and in some cases in the section of organic foods. |
| Regulation | High cost to certify, there is no specific legislation for organic wine, only for organic grape and processed organic food. |
| Market | The consumer still does not identify the product properly, he has difficulty in differentiating the products of the wine in general, in addition, the cost of production is high, soon the product reaches the most expensive consumer. It brought visibility to the other products of the winery. |
| What consumers are looking for | They look for the product because it is more sustainable, that has the face of Brazil, not because it is organic, biodynamic or natural. They seek quality of life, do not have pesticides, health, have no chemicals, do not affect the environment, health, quality of life and sustainability. |
| Objectives of production | Meet the demand of the segment, niche market, which is still little explored. Sustainability of the business, mainly for the production of organic grapes and the quality of life that brings grape producers. Health, well-being, quality of life of the cooperative members (in the case of the cooperative), business opportunity. Aggregation of sustainable value for the brand of the winery and its other products. A genuine product, without transgenic, purer, more natural, because it is a world trend. Offer a quality product to the consumer. |
| Other values | ISO 22000, food safety, controls the use of agrochemical, even in conventional production, grace period, to avoid waste. Rainwater reuse and recycling. Conservation of local diversity, such as animals and water resources. |
| Consumer profile | Consumers of class A and B, mostly between 28 and 50 years, up to 70 years, few young people, some consumers of class C. |
| Public policies | Program PAS (Safe Food Program), for grapes for processing, with training of producers to reduce waste, with guarantee of food safety, without residues in the final product. |
| Product | The sanity of the grape changes the wine standard, final quality, even using NS220, with the restrictions. The product is a result of the quality of the grape and the crop. |
Source: Author.
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