Wines are the third category that generates the most sales for Wong Supermarkets of Cencosud. And, in recent years, it has been noted that consumers are demanding wines increasingly more exclusive.
Of the 800 brands currently sold at the supermarket, 20% (two out of ten) are high-end, says Fernando Cavero, the chain´s assistant marketing manager, who also explains that this figure has increased in the last three years and will continue to grow as it is a market that is naturally growing due to increased supply.
“Next year we could add about 100 new high-end labels, from major wineries,” says the executive.
But the entry of a new label is not a simple process, as it must go through a pairing test to determine the price and guarantee the quality of the wine.
In Wong, a bottle of premium wine can range from S /. 160 to S /. 2000, while the average price of a bottle of wholesale wine is S /. 60.
Aiming to become the main sales channel for wine-they could grow 5% – the supermarket has been doing events like pairings, lectures, wine tasting classes for clients, among other actions to increase the category.
Noteworthy among the events is the Wine Expo which, in its eleventh edition, yesterday and continues until Saturday, October 19th and brought over 800 labels of wines and 200 piscos carefully selected by winemakers, some of which have been awarded in the contest.
Cavero expects to gather more than 15,000 attendees and generate sales in excess of S /. 2 million. Since its first release, it has been growing between 8% and 10% as a business.
While in the last decade our wine consumption has tripled, our 1.7 liters per capita figures are still distant from countries like Argentina or France.
Cavero says that consumption will grow as more supply comes over and wine culture is spread. He added that the Peruvian palate prefers red and sparkling wines, especially those from Spanish, Argentinean and Chilean wineries.