The Argentinian company of the Möet & Hennessy Group has a 57% share in value in the sparkling wine export market and the best price per case in the region.- Exports of Argentinian sparkling wine, as a category, keep growing at interesting rates. What is Chandon’s position among exporting wineries?
Chandon is the leading brand in the sparkling wine export market both in terms of value and volume, with a 30% share in value (2009), according to the consulting company Caucasia. However, if we bear in mind that Chandon only exports to Latin America (with the exception of Brazil) and the Caribbean, since other regions are supplied by other sparkling wine facilities of the Moët-Hennessy Group, our market share in value is actually 57%. In addition to this, we have the best price per case among the top ten exported brands.
Chandon’s leadership is reflected in the fact that consumers in these markets prefer our brand over Chilean sparkling and Spanish cava wines.
As the leading brand in our category, we have the responsibility to boost it by encouraging consumers not to save sparkling wine only for formal or special occasions such as weddings, anniversaries or New Year celebrations.
- What market destinations offer the best prospects for Argentinian sparkling wine?
Out of our current market destinations, Colombia, Chile and Peru present the greatest potential for growth, with Colombia in the first place. Venezuela is also a potentially significant market although it lacks the stability offered by those mentioned before.
- Why does Chandon Argentina export more than Chandon Brazil?
Chandon do Brasil makes excellent sparkling wines and is focused on the local market, which has enormous potential for growth. Brazil’s best suited region for the production of sparkling wines is smaller than ours in surface, so their resources need to be destined to meet the region’s strongly growing demand.
Meanwhile, Chandon de Argentina, who is celebrating its 50th anniversary in the country, is Moët & Chandon’s first winery outside France and the absolute leader in the local market. We’ve got quality and we’ve got possibilities to grow according to demand, among other assets. Wines of Argentinian origin are currently enjoying a boom, with which the prospects for the export of sparkling wine are turning even more interesting.
- Which are the best selling sparkling wines: extra brut, brut, demi-sec, brut nature, rosé?
Extra brut is the hottest seller in most markets. However, demi-sec is also very much appreciated in certain markets where consumers have a taste for sweeter beverages, but we believe people’s taste will become more refined over time. In turn, the sales of rosé, which we started to export two years ago, have increased a lot. It’s greatly accepted. Today it represents 24% of our total exports, outpacing demi-sec.
- How is the use of small bottles related to the increase in consumption?
Small containers, such as the 187 cc or the 375 cc bottle, help “deseasonalize” consumption; that is, they make consumption less dependant on the season. The availability of small bottles may influence the choice of a single person who probably won’t open a 750 cc bottle, but will choose to open a 187 cc bottle, which amounts to two glasses, instead of drinking a beer or a cocktail.
At the same time, small bottles enable us to associate the brand to less formal occasions, to get closer to young people and to make the category less structured.
- What are Chandon’s expectations in relation to exports this year?
We expect to grow by 30% this year and to have tripled our export volumes by 2015.
Translation: Inglés del Vino
Re-print of the article “Andrés Belinsky, Export Manager of Chandon and Terrazas de los Andes” written by Gabriela Malizia for Winesur.com
Source: http://www.winesur.com/top-news-2/we-expect-our-sparkling-wine-exports-to-grow-by-30-in-2010%E2%80%9D
