Prodeca runs Catalan Food Brasil to strengthen the presence of Catalan wines in the Latin American market

From 1 to 4 July, Prodeca organised a series of activities under Catalan Food Brasil, to add value and improve the positioning of Catalan wines in the Latin American market, introduce and explore the Catalan wine sector and give these products visibility in the country's specialist shops and restaurants. This week's activities took place in São Paulo, a major financial centre in Latin America and one of the world's most populous cities.

One of the most notable activities of these four days was the Catalan wine masterclass for trade audiences, held on Tuesday 2 July, with 35 professionals taking part: distributors, importers, specialist shops, sommeliers, restaurant managers, content creators and media. Prodeca ran the masterclass as an opportunity to explore the quality and tradition that make these wines unique, deepening knowledge of the Catalan wine industry through two tasting formats: guided and free.

The masterclass was led by the renowned sommelier Felipe Smid, who has extensive knowledge of grape varieties, soils, local producers, territories and specific climates, and who introduced participants to the various Catalan Designations of Origin.

In all, 12 wines and sparkling wines from the following Catalan companies were represented:

- Sumarroca
- Portell
- Bardinet Wines
- Alta Alella
- Bodegas Aessir
- Roqueta Origen

Two activities were also held in the on-trade channel, where customers can consume and buy the product directly. On 3 July there was the pairing dinner Wine dinner Catalunha onde o vinho é cultura at the prestigious restaurant Figueira Rubaiyat de São Paulo, aimed at high-end end consumers with high purchasing power and an interest in exclusive, quality products. Sommelier Kezia Giugni and chef Francisco Gameleira guided the tasting on a journey of flavours through the selected Catalan wines.

In parallel, during Catalan wine week in Brazil, the Vicky Barcelona restaurant in São Paulo, a well-known Mediterranean restaurant, offered a special menu with Catalan wine recommendations and mentions.

Catalan wine companies make headway in Brazil, a growing market

Over recent months, following the launch of Catalan Food in late 2023 by Prodeca, several activities have been held in Brazil, one of the most strategic markets for the Catalan wine sector.

Last April Prodeca reached an agreement with Mistral, one of Brazil's leading wine importers, in order to promote the Catalan wine industry, boost sales of Catalan wines and consider the addition of new Catalan wines to its product portfolio. Álvaro Palacios, Clos Mogador, Clos Figueres, Tomàs Cusiné and Castell del Remei are Catalan wineries that took part in various activities and are on the radar of this major Brazilian wine importer.

As a result of this agreement, a series of actions were carried out to highlight Catalan wines in the specialist shops worked with by Mistral. In April Prodeca ran a masterclass for Mistral's specialist staff and customers, led by Anna Vicens, president of the Catalan Sommeliers Association. The session reviewed the wine Designations of Origin as a sales and positioning argument.

In May a Catalan wine tasting was also organised at the Wine Bar Shopping Iguatemi de São Paulo, led by sommeliers Kezia Giugni and Thiago Fakury. The event brought together digital content creators specialising in wine and sommeliers from well-known hospitality venues. Catalan wines from the wineries distributed by Mistral were also highlighted in specialist shops in Brazil.

The last activity was a Catalan wine tasting in Brasília led by a leading Mistral sommelier, with 10 local buyers taking part (restaurants, hotels and specialist shops). There was an explanation and guided tasting of the Catalan wine designations of origin to showcase Mistral's Catalan wine range.

In 2023 a total of 172 Catalan agri-food companies exported products to Brazil, 60 of them from the wine sector.

If you want to explore business opportunities in Brazil for your products, contact laiavillalbi@gencat.cat or sbarquin@gencat.cat