Promotion of Brazilian wine gains momentum with Consevitis actions

Last week, a meeting was held at the headquarters of the Institute of Management, Planning and Development of Viticulture of the State of Rio Grande do Sul (Consevitis-RS) to present the actions developed between January and October 2024, in accordance with the entity's strategic communication plan. The meeting was attended by the Consevitis-RS team, representatives of the entity's Board and members of the Internal Market Promotion Working Group. The meeting was led by the e21 agency, the Marcello Beltrand consultancy and Sublinha! Comunicação, responsible for executing the communication actions of the wine sector, including the sector diagnosis, advertising campaigns and press office.

Among the main initiatives highlighted, the "Vai de Vinho Brasileiro" campaign drew attention for its creativity and effectiveness. Launched to promote wines and sparkling wines produced in Brazil, the action was developed by e21 with the objective of consolidating the new positioning of the sector, transforming perception and encouraging the consumption of Brazilian labels. With short and relaxed videos, the campaign featured renowned content creators, seeking to spark the interest of beginners or occasional consumers, by showing that Brazilian wine is versatile and ideal for any occasion. In addition, the campaign highlighted contemporary options, such as wines with screw caps and wines in cans, approaching the lifestyle and values ​​of the young public.

To further engage the public, "Vai de Vinho Brasileiro" launched a website where users can take a quiz to find out which wines best suit their profile, as well as offering tips on pairing with food, making the consumer experience more complete. The strategy was developed based on an exploratory study conducted by the consultancy firm Marcello Beltrand, which identified the main challenges facing the sector and the importance of social networks in interacting with new consumers, especially young people connected to the digital world.

In addition to the advertising campaigns, the meeting highlighted the excellent impact of the issues related to Consevitis-RS, worked on with the press through the assistance of Sublinha! Comunicação. The exposure generated in the main media outlets ensured broad visibility for wine-related issues, such as the campaigns to promote Brazilian wines, increasing recognition of the quality of national labels and strengthening the positioning of Consevitis-RS as a protagonist in the promotion and development of the sector.

The "Vai de Vinho Brasileiro" campaign's actions had a strategic focus on digital and achieved significant results, impacting millions of people across the country. The campaign's videos totaled more than 86 million views, generating 20 million impressions and 2 million engagements. In addition, the press relations initiatives achieved excellent performance, resulting in the publication of more than 710 articles in media outlets, with media use that exceeded R$6 million in equivalent advertising value. These figures demonstrate the effectiveness of the actions in promoting Brazilian wines and strengthening the sector.

"Campaigns like 'Vai de Vinho Brasileiro' are essential to expand the consumer market, especially among young people, in order to democratize and encourage moderate consumption, strengthen the image of quality of the national product, and promote the culture of wine, sparkling wine and its derivatives, in an accessible and uncomplicated way. The results show that we are on the right track, that it is essential to generate conversation in the public's language and continue to demystify consumption", says Cristina Carniel, Manager of Promotion for the Internal Market at Consevitis-RS.