How to produce a sustainable brazilian wine

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HOW TO PRODUCE A SUS

Gaspar

Dissertação para obtenção do Grau de Mestre em

Vinifera EuroMaster

Orientador: Doutor Manuel Belo Moreira Co-orientador: Doutor Jorge

Júri:

Presidente Olga Maria Carrasqueira Laureano, Investigadora Coordenadora Superior de Agronomia da Universidade Técnica de Lisboa.

Vogais - Doutor Manuel Belo Moreira

Agronomia da Universidade Técnica de Lisboa

- Doutor Giuliano Elias Pereira, Investigador, Embrapa Uva e Vinho, Brasil

HOW TO PRODUCE A SUSTAINABLE BRAZILIAN W

Gaspar-Emmanuel Desurmont

Dissertação para obtenção do Grau de Mestre em

Vinifera EuroMaster – European Master of Sciences of Viticulture

and Oenology

Manuel Belo Moreira Jorge Tonietto

Olga Maria Carrasqueira Laureano, Investigadora Coordenadora Superior de Agronomia da Universidade Técnica de Lisboa.

Manuel Belo Moreira Professor Catedrático do Instituto Superior de Agronomia da Universidade Técnica de Lisboa.

Giuliano Elias Pereira, Investigador, Embrapa Uva e Vinho, Brasil

Lisboa, 2011

TAINABLE BRAZILIAN WINE?

Dissertação para obtenção do Grau de Mestre em

European Master of Sciences of Viticulture

Olga Maria Carrasqueira Laureano, Investigadora Coordenadora do Instituto Catedrático do Instituto Superior de Giuliano Elias Pereira, Investigador, Embrapa Uva e Vinho, Brasil

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Acknowledgments

:

I would not begin this study without express my deepest gratitude to Olga Laureano attentive listening to his patience and understanding, so my respectful gratitude to the faculty of Lisbon, of people met in Brazil, within the 'EMBRAPA and all stakeholders who have expressed their support and interest in this project as an in economic terms, political, technical and of course friendly.

Thanks also to potential future investors for their help in realizing this project

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Summary :

This thesis forms the basis for the realization of a personal project: producing a sustainable Brazilian wine.

With the help of investors from the world of wine (European and Brazilian) to develop a fine wine (unlike table wines derived from Vitis labrusca) which combines the advanced technical itineraries, from the vineyard to the cellar.

This wine will have to represent all the progress environmental terms and social, to promote effective marketing in the wine main importing countries (United States, Germany, Benelux) and on the local market.

To do this, localize the best terroir of wine point of view taking into consideration sustainable human development.

In a first part, after observing the economic benefits of implementing a vineyard in Brazil, the objective of this study will define the area more favorable to the type of wine to produce. This analysis will be based of meteorological data. Once the wine growing zone discovery, understand and analyze the socio-‐economic actors in order to include this project in a process of economic and social development.

In the second part, evaluation of components needed to achieve a great terroir wine through soil analysis, choice of varieties and rootstocks, the training system of the vineyard.

Finally in the last part, explain the development project and business plan.

Keywords: Implantation, vineyard development, meteorology, Brazil.

Resumo

:

Esta tese constitui a base para a realização de um projeto pessoal: produzir um vinho sustentável brasileiro.

Com a ajuda de investidores do mundo do vinho (europeu e brasileiro) para desenvolver um bom vinho (ao contrário dos vinhos de mesa provenientes de Vitis labrusca), que combina os itinerários técnicos avançados, desde a vinha à adega.

Este vinho terá que representam todos os termos progresso ambiental e social, para promover de marketing eficaz no vinho principais países importadores (Estados Unidos, Alemanha, Benelux) e no mercado local.

Para fazer isso, localize o melhor terroir do ponto de vista do vinho tendo em consideração o desenvolvimento humano sustentável.

Em uma primeira parte, depois de observar os benefícios econômicos da implementação de um vinhedo no Brasil, o objetivo do presente estudo será definir a área mais favorável para o tipo de vinho a produzir. Esta análise será baseada em dados meteorológicos. Uma vez que a vitícola descoberta zona, compreender e analisar os atores sócio-‐econômicos, a fim de incluir esse projeto em um processo de desenvolvimento econômico e social.

Palavras-chave: Implantação, desenvolvimento de vinha, meteorologia, Brasil.

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Brazil and wine

Why Brazil?

In figures:

Illustration of the Brazilian’s economic data.1

The Brazilian population with an average age below 30 years, is the fifth world with over 191 million in 2010 (European Community of 27 countries: 454 million).

Brazil is part of the BRIC countries:

However at the third summit of the BRIC (Brazil, Russia, India and China), which took place April 14, 2011 in China, which was the opportunity to host South Africa in this club of emerging powers (10,3% growth for China, 8.3% for India and 7.5% for Brazil.) these countries as emerging powers asserted themselves, overcoming their respective statutes of regional powers.

Countries in the BRICS, currently supporting the global economy. As for the European economy, which is drowning in debt, she could find in these emerging countries support it needs to avoid a new recession.

Brasilia has reserves of around 360 billion dollars. Although his trade is in deficit, capital flock to the booming economy2_.

A flourishing economy:

Gross domestic product (GDP) of Brazil grew 7.5% in 2010, with strong growth in the industrial sector (source: Brazilian Institute of Geography and Statistics -‐ IBGE-‐ Thursday, March 3, 2011). The IBGE said that from 2001 to 2010 the average annual growth in Brazil was 3.6% higher than the previous decade of 2.6%.

Future economic growth:

World Cup football in 2014, the Olympic Games in 2016: few countries to have organized the two largest sporting events in the world in the space of just two years (and the Soccer cup of South America in 2013). Brazil took the challenge. ... There is great synergy between the two events, which creates a virtuous economic circle3_.

1_{History
special
issue
in
July
/
August
2011.}

2_{http://www.lemonde.fr/economie/article/2011/09/21/les-‐brics-‐aux-‐interets-‐divergents-‐ont-‐peu-‐de-‐raisons-‐d-‐} aider-‐la-‐zone-‐euro_1575352_3234.html

3_{Le
Monde
Mai
2011,
http://www.lemonde.fr/sport/article/2011/05/12/coupe-‐du-‐monde-‐20...sil-‐a-‐t-‐il-‐eu-‐les-‐} yeux-‐plus-‐gros-‐que-‐le-‐ventre_1520731_3242.html

7th in the world for GDP. 7.5% growth in 2010 5.7% unemployment rate 2.61% public deficit. 60% of public debt Average age 29 years.

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In 2017, according to the Government, Brazil should be a historical example of lasting and just transformation4_.

Consumption

The New World Wine producers is interested in new markets, such as the BRIC countries, which show a strong increase in imports of wine and are becoming strategic markets. Until then, these emerging markets mattered most secure and recognized values , ie, the wines of the Old World, France and Bordeaux first. In the long term, the situation will change5_{.
The
maturing
of
these
markets
and
the
deployment
of
an
effective}

sales force in these territories will inevitably encourage consumers to test and buy the New World wines6_{and
as
it
turned
out
in
all
the
new
wine
producing
countries,
their}

own production. However, for high levels of taxation and bureaucracy, the Brazilian market is not easy. But the economy has become stronger and the consumer is quick to want to learn and the desire to discover the cultural aspects of wine7_.

Indeed, Brazil is both a producer and consumer of wine.

Even though wine consumption per capita is minimal because it is less than 2 liters per year per capita, there are wide disparities in the country (4.8 liters / inhabitants / year in Rio de Janeiro, and is only 0.8 liters in Bahia)8_.

The total wine consumption is growing with 340 million liters consumed annually (second largest consumer of wine in Latin America behind Argentina), representing an increase of 36% over the last fifteen years, even though the Brazilian consumption of wine represents only 1.3% of total wine consumption in the world.

4_{Le
Monde
Juin
2011,
http://www.lemonde.fr/ameriques/article/2011/06/04/le-‐bresil-‐lan...-‐programme-‐d-‐} eradication-‐de-‐la-‐grande-‐pauvrete_1531808_3222.html

5_{http://www.decanter/news/295035.html} 6_{Le
Monde
4/08/2011}

7_{Brazil,
The
next
Big
Thing,
Meininger’s
wine
business
international
2011} 8_{Étude
IBRAVIN
2010} 0 10 20 30 40 50 60 70 2002 2003 2004 2005 2006 2007 en L it re s Année

Consumption per year per capita in liters of wine

France Italie Portugal Espagne Argentine Allemagne Uruguay Chili USA Brésil

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The wine market is currently booming. It represented only 6.1% of alcohol sales in 2005, against more than 20% today9_.

Strengths and weaknesses of competing drinks wine in Brazil

10

:

Beer:

Beer remains the alcoholic beverage most consumed in the country (more than 60% of sales). The strength of beer is its affordable price, it is possible to drink a lot, because the alcohol content is low

The Brazilian appreciates the purchase of beer because it does not need much knowledge to buy a good beer.

He found the organoleptic properties tasty, refreshing, and he likes the color and texture.

From a social point of view, the beer is seen as a way to relax after a stressful day, it is usually taken as a group. Associated with the joy it can be drunk at all hours, anywhere without ritual. Beer is for Brazilian a good value "cost benefit".

Cachaça

According to a study requested by the IBRAVIN (Brazilian Institute of Wine) cachaça, for brazilian people, has for organoleptic properties tasty with a pleasant smell. Its strength is that it can be combined with other ingredients sodas, lemon ice (to make the caipirinha). In addition, it can be used as medicines, including the respiratory tract (sore throats ...). This is the traditional drink of Brazil and that present in the imagination of tourists as traditional product and / or for export. Its alcohol content allows it to be either a warm drink that be associated with ice, a refreshing drink.

Wine sales channels:

For sales channels, wine (basic, fine wine and sparkling wine) offers financial incentives and images that surpass other alcoholic beverages, which gives to the wine a unique commercial importance.

The overall decline in average prices (via the import of wines from Chile and Argentina) has provided access to high quality products to the vast majority of the population, and

9_{http://www.vitisphere.com/breve-‐58287-‐Concurrence-‐Les-‐marches-‐emergents-‐attirent-‐wineries-‐Nouveau-‐} Monde.htm, 2011

10_{D’après
l’étude
d’Ibravin
et
Corporacion
Vitivinicola
Argentina
:

Estudo
do
Mercado
Brasileiro

de
Vinhos} tranquillos et vinhos espumantes, 2008, www.marketanalysis.com.br

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has stimulated an emerging culture of wine, both to consumers via the emergence of specific channels and through the specialization of existing channels (though the networks specializing in the sale of fine wines are not yet developed). However, the current volume of wine sales are below expectations for most sales channels, even if they believe in the natural growth of potential consumption, officials of the various channels, expect the growth in consumption.

The potential sales volume depends on the lowering of barriers for consumers and suppliers. These barriers can be seasonal consumption, the weakness of the association wine / food, inconsistent quality and irregular product, lack of knowledge, the image of complexity of the product ...

In addition, the current composition of the wine offers (too diverse and fragmented) is in opposition with respect to the degree of knowledge and sophistication of the average Brazilian consumer.

Deal with this analysis we note the difficulty in building sales channels or to communicate a coherent proposal on wine (communication to avoid the stereotypes of the beverage regional, seasonal, occasional or elitist).

Therefore, the idea of the different actors of distribution channels is to make the market more competitive and profitable wine business and hope a more vigorous and a common position more transparent and organized in different markets.

Measures taken to encourage consumption should positively affect the sales volume. Today, the profit margin is higher for the wine trade, compared to beer. With the increase in average consumption, the sales volume is expected to grow to the detriment of margin per bottle. The challenge is to win at the scale of production to follow the growth underway.

The consumer:

70% of adults in urban areas (urban the 87% of Brazil's population) consume alcoholic beverages, and by the sparkling wine that much of the traditional non-‐drinkers is today consuming (though still low-‐frequency with large spacing between the different drinks)11_.

Wine consumption is linked to stages of life cycle consumers.

the first phase corresponding to adolescents and youth (15 to 25 years) is the moment of mass consumption, and is the time of initiation to alcohol. The drink is associated with sociability and facility of adaptation to new situations. It is one of the passports for young people feel included, equal to others.

This process will fade as the individual grows and passes through a stage of life that requires a more clearly defined responsibilities (career choices, have a family.)

Therefore, it appears that three paths are available:

The adult who has become "amateur" of wine, the image of his professional success (and financial success) included wine in their daily lives.

The adult who has some financial stability consume wine less frequently but at regular intervals.

11_{www
.ibravin.org.br/cadastroviticola.php
?secao=3&m2=true}

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And finally, the adult, wine connoisseur, who consume more sporadic due to instability in its purchasing power.

Most wine drinkers are men.

For fine wine, they represent 92% of consumption.

For sales of table wine, women represent 38% of consumption.

In the case of sparkling wines, the situation is reversed; it is women who represent 60% of consumption.

For the the Brazilian’s consumer, the wine is a drink for special moments with a ritual that can highlight what's going on. It's a product for a higher social class (high cost) associated with glamor and refinement.

The general idea in Brazil is that wine is difficult to decrypt, (many varieties, brands ...) and requires a lot of knowledge and information, but it's good for health (French Paradox).

The offer:

Imports

Brazil exports barely, and imports about 60 million liters per year, or 17% of total consumption (all wine basic and fine wine). France, which traditionally ranks in the premium segment, in recent years has lost market share in favor of New World wines from Chile and Argentina.

In 2010, over 100 bottles of still wine consumed in the country, 75.6 were imported, as opposed to sparkling wines or in 100 liters consumed 77.8 liters were produced locally, and only 22.2 liters imported…

In the wine segment, there is an upward trend in imports. In 2010, there were respectively an increase of 26.48% and 26.46% in quantity and value of imports. The average price of imported wines was U $ 3.15 per liter in 201012_.

(Atuação do Brasil no Vitivinícola Mercado Mundial -‐ panorama 2010)

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Table 2 presents a summary of the fine wine market in Brazil. It was drunk in 2010, taking into account local production and imported nearly 100 million liters.

Imports account for 75.26% of wines sold in Brazil.

The Brazilian wine well, although it has improved in quality (many international medals) fails to regain its lost market share13_.

Local production:

This country is the 16th largest wine producer.

Domestic production is assessed in the areas of production as the southern states (Santa Catarina and Rio Grande do Sul) and Northern (Pernambuco). From a point of view of communication, there are more and more information on improving the quality of domestic wines, and this encourages the consumption of locally produced wines.

Over the years, the prices become affordable, yet the prices are still not very competitive compared to imported wines and for wine’s lovers, fine national wines are considered costly.

Overall, the Brazilians are exceedingly proud of Brazilian products by appropriating their quality, but from a wine point of view it is not that!

13_{Source
UVIBRA,
IBRAVIN
et
MDIC}

0 20 000 40 000 60 000 80 000 100 000 2005 2006 2007 2008 2009 2010 En m il ie rs d e li tr es Année

Sale of Mine wines in Brazil

Vins yins importés Vins yins brésilien

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The upper classes always choose imported wines, proving bias (considered unfavorable climate) against Brazilian wines and revealing the lack of tradition and in addition, information.

Consumption of fine wines in Brazil

Projection

:

National level:

The head of Miolo Wine Group, the national wine sector is booming and he designed a good growth in the coming years.

It is based on an increase of more than 60% over the past 5 years. In addition, the per capita consumption of less than 2 liters (while consumption is 30 liters in Uruguay, 20 liters in Argentina and Chile) showed a clear growth opportunity in the coming decades. The present dynamics is very favorable for the development of wine market. According to an estimate of Ibravin (the Brazilian Institute of the wine), wine consumption per capita in Brazil to increase from 1.8 liters to 9 liters per capita in 15 years14_.

Within the Strategic Agenda "Wine 2010 -‐ 201515_{"
the
Ministry
of
Agriculture
has
the} objective of promoting sustainable development and competitiveness of the agro-‐ industry for the benefit of Brazilian society:

To do this he wants the wine industry can act using a regional basis, with the signing of agreements with research institutions and universities

It promotes strategies to attract public and private resources available for research, development and innovation (eg search for new varieties on the market) and also find alternatives to products and by-‐products of wine.

These desires involve the creation of state incentives (lower interest rates, easier access to finance ...)

From a general point of view Brazil also wants:

Do not allow the creation and registration of new products that can be confused with wine and grape and wine derivatives.

Harmonize the law applicable to imported and domestic wines, so that there is more than unfair competition (via a discussion to update the regulation Wine MERCOSUR). Transform the current production areas within the geographical indications in international recognition.

14_{http://www.ibravin.org.br/projetos.php}

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In addition to the local market wants the Brazilian state:

Promote their national products (wine, grape juice and sparkling) Focus on increasing domestic consumption,

Educating for responsible drinking Developing wine tourism

Follow the model of market expansion U. S. and apply it to Brazil, to promote increased consumption in Brazil.

Take measures to assist the implementation of certification for good agricultural practices

Take measures to assist the implementation of organic certification Finding ways to reduce financial costs of the industry ...

For the international market:

Wine exports supported by Brazilian Wines of Brasil, grow, and post Vinexpo, the initial findings that consumers are Canada, China and Sweden will be more and more Brazilian wines on their line of large area and that the English will consume more as well as Brazilian wine. And especially as Brazil and China expected to become important players in wine for future decade16_.

To do so Wines of Brasil, wants to boost exports by promoting participation in international fairs, wine, support the ongoing activities in promoting international partnerships with the Ministry of Agriculture and Foreign Trade, in order to enhance attributes of the wine: the side social, ecological and historical in Brazil.

Deal with this analysis, the question is not if it is necessary to produce in Brazil, but what kind of wine to produce.

What type of wine to produce?

What is a quality wine for a Brazilian people?

Imported wines is for a Brazilian customer better designed and therefore with a higher price, so for him, a quality wine to be imported.

This leads him to say that "The Chilean and Argentinean wines are quality because they are more developed and therefore leaves no hangover" and that "the wine more expensive it is, better it’ll be »

The choice of purchase is often by the price, and you can regularly hear that it is better to pay $ 2.00 more for an Argentine wine than for a wine you do not know the origin or name.

From a sensory point of view, a quality wine is a wine with body (something in the mouth), taste very recognizable, and leaving as a taste of a cigar (rounded) without being too acidic "

But for the vast majority of Brazilians they do not differentiate between a table wine

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(from grapes hybrids or American varieties) and fine wines (only from Vitis vinifera) even if in addition the word "fine" , indicates the quality, especially for those who do not know the difference between fine wine and table. Table wines are associated with sweet wines and cheaper while the wines are associated with more sophisticated and therefore more expensive.

The label has an important and shows the sophistication and quality. (It turns out that the color of the label must be sober, with gold writing)

the depth of the bottom of a bottle and vintage writing on the bottle is a guarantee of quality.

Most red wines consumed are either dry or sweet. Men are more likely to use dry fine wine and women to consume sweet wine.

What kind of wine?

A sparkling wine:

Indeed, the sparkling wines are recognized Brazil as quality products, produced locally, with good marketing and a winery history.

Always associated with Christmas and New year. Once production was centered around Garibaldi, and the entire region (Rio Grande do Sul) is launched. In 1978, the Brazilian market has met the first sparkling wine produced in its left claw: Garibaldi Moscatel Gaucho: Martini Asti Spumante.

Sparkling wines have become more accessible drink in recent years. This change makes this fizzy drink a "mode" and can be consumed in very many times of the year and not necessarily at major celebrations. However, this will be the wine to be consumed with the rare and festive moments (as opposed to the consumption of still wine). The North American’market, increase this interest in this type of wine17_.

This type of wine is associated with glamorous in the sense of elegance and refinement18_.

Also as shown in the following table, the consumption of sparkling wines is growing:

17_{http://www.vitisphere.com/breve-‐58246-‐Effervescents-‐toscan-‐Ruffino-‐lance-‐un-‐Prosecco-‐pour-‐marche-‐} americain.html, juillet 2011

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Vin
Mousseux:
Trente
ans
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Brésil
Alberto
Lona
Adolfo
:} http://www.cnpuv.embrapa.br/publica/anais/cbve12/76-‐79.pdf

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For local and international: a typed Brazil wine :

Each country has its typical wine grape, each grape variety 'country of excellence "and the Malbec is considered as belonging to Argentina, Tannat Uruguay, Pinotage to South Africa, the Zinfandel United States, the Carmenère to Chile ... so it would be good to find a variety of little-‐known but quality could become the medium to long term type of the Brazilian grape! With the exception of New Zealand and its Sauvignon Blanc, it is easier to "create" a the Brazilian red grape.

The idea of developing the table wine (Isabelle and other hybrids ..) could have been interesting, but some European markets (France,.) Prohibits the production and marketing of wine not produced from 100% vitis vinifera.

The consumption of white wine decreases and the consumption of rosé wine is incidental.

Through changes in the Brazilian and global consumption, it is better to search to produce a red winebecause in the Brazilian market the consumption of red wine increases (the notion of French Paradox), via an education that is done through the domination of Argentina and Chile wines (for lack of competitiveness of Brazilian wines).

But the wines are often a reflection of those who produce, which try to produce a red wine in the image of what Brazil, colorful, soft, round, jovial, generous, young and open, which can be associated with barbecues and feijoada ...

This wine might and should be sold for the Brazilian market from 20 to R $ 35 (tax included ex cellar)

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Which place to choose for the production of this Brazilian wine?

Where produce this wine?

The decision factors of setting up a business that can influence the production site are numerous and many can be considered.

Each factor can vary depending on the specificity of the region, Carlos (2000) stresses that the analysis should be made a general statement (macro) to a given situation (micro)

In general factors: • Polarization. • Urbanization.

• Strategic implications.

• the types of industries. (clean or not)

At the regional level, we have: • Infrastructure.

• The available services (water, electricity, fuel).

• Communications (roads, telecommunications, post, etc.). • Human resources (population, education, level of expertise). • Market (supplier of raw materials and / or inputs, consumption).

With regard to local factors: • Cost of land (historical value).

• Terms of terrain (slope, transport conditions). • Environment (industrial waste, air pollution, noise). • Microclimate (rainfall, temperature, humidity, winds). • Incentives (government)

An orientation towards sustainable viticulture:

Competitiveness of the wine is increasingly linked to the production benefits from the interaction between natural and human factors of the territory.

According to Szekely and Knirsch (2005), sustainability is related to the construction of a society that has a good balance between economic, social and environmental.

Sustainability of the company is generally defined as an entrepreneurial approach that results in the creation of shareholder value over the long term by exploiting opportunities and risk management of the three dimensions of sustainability: economic, social and environmental (LO, 2009).

Companies are challenged to minimize the current operating losses (pollution), moving their portfolio of skills and capabilities to more sustainable technologies, and engage in a broad dialogue interaction with external stakeholders, focusing on the current offer (product liability), and how they could develop economically attractive solutions for social and environmental problems of the future (Hart, Milstein, 2004,. Ness et al, 2007).

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Investors are looking for companies with good governance, consumers now questioning the source of products consumed, employees seeking employment in companies with healthy environmental and social responsibilities, and governments and civil society are a increasing pressure for companies to monitor and inform reports using social and environmental performance, so to remedy all this (requirements environmental, social and economic) companies are aligning their activities with the principles of sustainability (Keeble, Topiol, BERKELEY, 2003).

According to Epstein and Roy (2001) and Krajnc and Glavic (2005), many companies that previously used only financial indicators to track results of their operations, have started to use sustainable practices because of the requirements of the different agents, such as consumers, suppliers, employees, regulatory agencies, national and international banks, insurance companies, shareholders, professional associations and local communities.

Definition of the OIV

19

:

Comprehensive approach to system-‐wide production and processing of grapes, combining both the economic sustainability of the structures and territories, obtaining high quality products, taking into account the requirements of precision viticulture, risk the environment, product safety and consumer health and recovery aspects of heritage, historical, cultural, ecological and landscape.

Although the taste and quality are key factors of wine consumers, the environmental and social aspects are to increase their influence on consumer behavior in the act of purchase. The wine cellars in various parts of the world began to realize the importance attached to environmental factorsbecause well as the wine industry is perceived as being environmentally friendly, there are several environmental problems associated with viticulture and winemaking (via the use pesticides and fungicides, the discharge of wastewater (Knowles, Hill, 2001).

Another example, in viticulture, good use of land is essential for the prevention of erosion and conserving soil fertility and to avoid the possibility of contamination of surface water and groundwater by the use of fertilizers.

According to the Wine Institute (2010), the potential benefits of adopting sustainable practices in viticulture are primarily economic, and then social and environmental. Economic gains associated with the sustainability of land and long-‐term business by reducing costs or by improving the quality of wine while preparing for future certification requirements (standards for international trade) .

The environmental benefits would good use of land and long-‐term conservation of natural resources.

Adoption of sustainable practices, provide health benefits and social welfare for employees in the wine sector and the surrounding municipalities, while improving relationships with customers, suppliers and / or public institutions.

According to the National Committee of French Foreign Trade Advisors -‐ CNCCEF20 (2009), pressure from consumers and authorities in relation to issues of sustainability will naturally increase, since the standards used are becoming more strict and are

19_{Résolution
CST
1/2004,
Développement
de
la
vitiviniculture
durable}

20_{CNCCEF
2009,
http://www.cnccef.org/frontoffice/telechargement/Wine%20in%20the%20world%20a}

s%20we%20approach%202050_vfinale091026.pdf

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gradually all adopted (most recently the lighting impacts caused by pesticides to human health and the environment).

The objectives of a sustainable viticulture:

-‐ Produce grapes and wines that match consumer demand;

-‐ Protect the health and the safety of consumers, producers and staff associated with the production

-‐ Limit the environmental impacts of viticulture and transformation process (promotion of the use of natural regulatory mechanisms).

-‐ Promote sustainable viticulture in terms of environmental (maintaining ecosystem biodiversity wine, ecology) and economic (limiting the use of inputs and energy);

-‐ Effectively manage waste and effluents;

-‐ Preserving and enhancing the vineyard landscapes.

World tour of wine country was moving in a sustainable production process:

The major wine producing countries have embarked on a sustainable viticulture and has been for twenty years. To overlook something that could be considered optional even 5 years ago, now would be a mistake for a commercial point of view.

Thus, the examples of a few wine-‐producing countries, it is easy to understand the evolution of these approaches21_.

United States

The United States are the leaders in terms of sustainable development is a subject started in a wine region in 1992 (with the same period as the Earth Summit in Rio de Janeiro). This region Lodi who managed now by creating a book to motivate all California’s22_{vineyard
to
follow
the
steps
in
sustainable
viticulture.}

In 2010, the U.S. became the largest consumers23_{of
wine
in
the
world…
and
making
it
in} 2012, the leading global consumer of still wine24_.

South Africa

The strength of South Africa is no wine exported from this country can be if he did not receive the approval of wine from integrated viticulture25_.

For several years, the South African wine plays the card of sustainability with the system IPW26_{(Integrated
Production
System
wine).
Producers
are
thus
a
special
place
in
some} markets where the consumer seems more and more sensitive to environmental conservation (Great Britain and the USA in particular).

The additional costs are offset by increasing sales. There is evidence that South African

21_{http://www.naturavox.fr/alimentation/Le-‐developpement-‐durable-‐comme-‐nouvel-‐argument-‐de-‐vente-‐pour-‐le-‐} vin

22_{California
wine
community
sustainability
report
2009} 23_{Wine
Institut
Mars
2011}

24_{D’après
l’étude
de
VINEXPO,
février
2011,et

http://www.vitisphere.com/breve-‐58353-‐USA-‐consommation-‐vin-‐} continue-‐progresser.html

25_{Wine
and
Spirit
Board}_,_{Scheme
for
Integrated
Production
of
Wine
Integrated
Production
of
Wine:
Manual
for} Farms August 2010

26_{http://www.ipw.co.za/}

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wines (and New Zealand also in the process development) gain market share in Britain and the United States.

In addition, to South Africa is the first country in terms of Fair Trade wines.

New Zealand

NZ is seriously interested in sustainable development, the day when a British journalist published an article explaining that he had to choose French or German wines on the British market in order to reduce carbon27_emissions.

It was at that time that NZ has become the first country develop vineyard28_carbon footprints on the wine industry to fight against this image of New Zealand wine = wine polluter.

Chile

Exporting country par excellence winemaker's paradise: no downy mildew, no powdery mildew, little or no botrytis, no phylloxera ... the land of biodynamic or organic wines (a property of 1000 ha in biodynamics)

But they are far from European markets and have undertaken the last 4 years diagnosed with sustainable viticulture they launched in January this year using a process certified.

Therefore, it is evident in the creation of a vineyard or any wine industry to be aware that realize the future international competitors.

Also Brazil has many reason to follow these steps, an international perspective as launch a wine on the world market is not always easy, even if Brazil can have a good image, how position themselves to all the new and old wine worlds are making efforts in terms of sustainability?:

As a first step to fight against his weaknesses: Amazon Deforestation, children in the fields of sugarcane in São Paulo, the war between armed gangs in the slums and the army, the Belo Monte dam, monoculture (GMOs), floods, landslides, it is good to highlight its strengths: unmatched richness of biodiversity (prohibition of hunting), social laws are stricter than in many European countries, the bio-‐ethanol, political decision to exclude the country's poverty, only socially stable countries in the BRIC.

In addition, this may enhance the image of the region would take place using this implementation:

Strengthening the image of the region and the perception of wine quality, the fact strengthen the vocation of the region to ecological conservation, facilitate the commercialization of wines, serving to reinforce the image of wine in relation to sustainability programs (especially for what is being implemented in Chile);

On the international point of view this would result in a gain competitive market demands by reducing the image of weakness of Brazil in relation to the preservation of the environment.

Once shown the interest to engage in sustainable viticulture, where we do it?

Observing that it is easier to settle in a place with a wine history:

27_{http://vin-‐spirit-‐ie.blogspot.com/2007/06/achetez-‐du-‐vin-‐franais-‐ce-‐sont-‐les.html}

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Portraits of the major Brazilian’s wine regions :

Seven states in Brazil participate in the production of wine and other derivatives of wine, the Rio Grande Do Sul, Santa Catarina, the state of Sao Paulo, Parana, Minas Gerais, Pernambuco and Bahia.

Brazilian viticulture and extends from 31 ° to 9 ° parallel of longitude south.

Vineyards (labrusca, hybrid and vinifera) of the main Brazilian states in hectares

Etat/Année 2006 2007 2008 2009 2010 % en 2010 Pernambuco 6 471 7 137 7 083 7 104 8 801 11% Bahia 3 150 4 096 4 376 3 724 3 273 4% Minas Gerais 930 878 911 854 853 1% Sao Paulo 18 772 11 039 10 717 9 750 9 750 12% Parana 5 657 5 700 5 800 5 800 5 800 7% Santa Catarina 4 986 4 915 4 836 4 937 5 052 6% Rio Grande do Sul 47 584 48 428 49 819 50 415 50 389 60% Brésil 87 550 84 220 83 542 82 584 83 718 100%

Production of grapes (labrusca, hybrid and vinifera) in tonnes.

Etat/Année 2006 2007 2008 2009 2010 % 2010 en Pernambuco 155 783 170 326 162 977 158 515 168 225 13% Bahia 89 738 120 654 97 481 90 508 78 283 6% Minas Gerais 12 318 11 995 13 711 11 773 10 590 1% Sao Paulo 195 357 193 023 192 976 177 934 177 538 14% Parana 95 357 99 180 101 500 102 080 101 900 8% Santa Catarina 47 787 54 554 58 330 67 546 66 214 5% Rio Grande do Sul 623 847 705 228 776 027 737 363 692 692 53% Brésil 1 220 187 1 354 960 1 403 002 1 345 719 1 295 442 100%

Source Ibravin

One study showed that during the implementation of a new winery, the winemakers are concerned about the quality of the final product depends on the quality (soil, weather) grapes growing region. Indeed, the need to ensure a high level of quality wines forced the wine industry to expand and seek new qualitative and productive sectors.

(Dynamic Positioning of wine production in Rio Grande do Sul and São Francisco Valley, Luciane Schneider Kümmel1 Azanha Marcia Valentine Jours Moraes2 Marques Pedro 2009)

Regarding the implementation of a wine business factors taken into account:

Niveau du prix du raisin Qualité du raisin

Concernant la matière 1ère

Conditions pédologiques et climatiques

2,48 Problèmes d'expansion dans d'autres régions

Questions

environnementales Bonnes conditions pour une expansion

future

1.82 Qualité des infrastructures

infrastructure

Disponibilité des services 0.86

Les coûts du travail

Qualité de la main d'œuvre Travail

Disponibilité et main-‐d'œuvre

How to produce a sustainable brazilian wine

HOW TO PRODUCE A SUS

Gaspar

Dissertação para obtenção do Grau de Mestre em

Vinifera EuroMaster

HOW TO PRODUCE A SUSTAINABLE BRAZILIAN W

Gaspar-Emmanuel Desurmont

Dissertação para obtenção do Grau de Mestre em

Vinifera EuroMaster – European Master of Sciences of Viticulture

and Oenology

TAINABLE BRAZILIAN WINE?

Dissertação para obtenção do Grau de Mestre em

European Master of Sciences of Viticulture

Acknowledgments

Summary :

Resumo

:

Table of contents

Brazil and wine

Why Brazil?

In figures:

Future economic growth:

Consumption

Strengths and weaknesses of competing drinks wine in Brazil

:

Wine sales channels:

The consumer:

The offer:

Imports

Local production:

Projection

:

What type of wine to produce?

What is a quality wine for a Brazilian people?

A sparkling wine:

For local and international: a typed Brazil wine :

Which place to choose for the production of this Brazilian wine?

Where produce this wine?

An orientation towards sustainable viticulture:

Definition of the OIV

:

The objectives of a sustainable viticulture:

World tour of wine country was moving in a sustainable production process:

Portraits of the major Brazilian’s wine regions :