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“There is now wider range of wines available at different price points”
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Monday, 17 July, 2023, 08 : 00 AM [IST]
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 Mateus by Sogrape is a Portuguese wine with a rich history dating back to 1942. Created by Fernando Van Zeller Guedes, it was originally a pink-coloured wine that gained global recognition. The distinctive bottle design, inspired by flasks used in the First World War, has remained unchanged for over 80 years. It has become a reference in the wine industry, offering refreshing and fruity options to reinvent the rosé category. With a presence in 120 markets and annual sales of 23 million bottles, the brand aims to attract new consumers worldwide.
Miguel Pinto, head of sales at Mateus, talks about the wine industry, trends and challenges and expansion in the Indian market, in an email interaction with Aanchal Chaudhary. Excerpts:
How do you plan to expand in the Indian market and ensure Mateus’ success. Throw some light on the challenges as well.
Our brand is relatively new in India, but we are experiencing encouraging growth. We measure our success not just by the sales we make to our partners, but also by the sales our partners make in the market. We are pleased to see that our partner Aspri Spirits is doing well in terms of sales to the market, and we have observed that the product is being well-received by consumers. We have checked the stock in stores and found that it is sound, which is a positive sign. Overall, we are optimistic about the potential for Mateus in the Indian market and are pleased to see that our brand is reaching consumers and being well-received.
What measures do you undertake to ensure the quality of the wines, and how do they maintain their high standards?
For the past 81 years, we have maintained the highest standards of quality control, ensuring that our products are of the utmost quality from the glass to the wine production process, and are delivered to the consumer in pristine condition.
Describe some of the sustainability initiatives undertaken to promote sustainable wine production in India, and how effective have they been?
Our company has an internal sustainability department that is dedicated to achieving carbon neutrality by 2030. Through their efforts, we have already made significant progress, such as sourcing raw materials from nearby areas and reducing the weight of our packaging cartons by using materials from sustainable forests near our production facilities. Additionally, we have made our products more environmentally friendly by using fewer colours in their production.
What are the plans for future collaborations and expansion by you, and how do you plan to capitalise on emerging opportunities in the market?
Mateus is a significant player in the wine industry, particularly in Europe, where it is the second-largest brand in Spain and a top-ranked brand in Italy. The company is also growing consistently in France and is one of the top five imported wine brands in Europe.
Mateus is strong in non-producing countries like UK and Portugal, where it is one of the most important markets for wine. Portugal benefits from both local consumers and tourists, while the UK is one of the largest markets for Mateus. The company is also growing in markets like Brazil, Angola, and Nigeria, as well as in Asia, where it is still number one in Japan. Mateus had a significant market in Russia, but due to political reasons, the company had to suspend sales in that market, which was a significant blow.
Despite being small in terms of wine consumption, we have high expectations for the Indian market and believe we have a long way to grow. The company has a partnership with Aspiri Sprits and we are discussing future plans for the next three years.
What are the factors that have contributed to the growth of wine consumption globally in recent years and their effects on the industry?
Over the past few decades, there has been a cultural shift towards experimentation and discovery in the culinary world, with many consumers eager to try new cuisines and dietary lifestyles such as veganism and vegetarianism. The wine industry has also evolved to cater to changing consumer preferences, with winemakers adapting their flavours to be more consumer friendly.
In the past, winemakers would produce wine based on their personal preferences, without much consideration for the consumer. However, this approach has changed, with winemakers now focusing on creating wines that are more adaptable to the palates of consumers. This has resulted in wines with lower alcohol content, typically between 10 and 15%, which aligns with the trend towards healthier lifestyles.
Consumers are also more informed and empowered than ever before, with easy access to information about wine and food pairings. This has made it easier for consumers to ask for wines that they like or that complement their meals. Additionally, there is now a wider range of wines available at different price points, making wine more accessible to a broader range of consumers.
Overall, the wine industry has modernised and become more democratic, with winemakers adapting to changing consumer preferences and consumers becoming more informed and empowered in their wine choices.
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