It is not just the harvest, the geographical position or the fermentation time that determines the price of a wine. Some labels are so exclusive that even the biggest lovers of drink find it difficult to find. Thinking about this scenario, the e-commerce Brazilian Winetrader is launching a model here in Brazil that is already known abroad: marketplaces where collectors can sell and buy the most distinctive bottles.
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Inspired by American flags, Winetrader was born with the objective of being the first consolidated Brazilian platform to unite buyers and sellers of premium and rare wines. The marketplace was founded by collectors Paulo de Oliveira, Anderson Lellis and Breno Arruda. All labels sold on e-commerce are screened by the trio and the brand’s curators, in order to guarantee the most select bottles.
Although the marketplace is geared towards more experienced and high purchasing power connoisseurs, the cheapest bottle available at Winetrader costs only R $ 100. The most expensive, 30,000 reais. “A Winetrader it’s a strategic showcase in order to distributors and importers to place their labels. We see an opportunity in the market from purchase and sale from wines rare and we noticed that sellers and buyers from wines did not find an option specifically in order to this segment and ended up using platforms generalists such as Mercado Livre ”, comments partner Paulo from Oliveira.
Winetrader’s debut comes at a very positive moment for the wine sector in Brazil. According to the International Organization of Vine and Wine (OIV), consumption of the beverage grew 18.4% among Brazilians in 2020: it went from 360 million liters to 430 million liters sold. The increase was the highest among the countries associated with OIV, although the national wine market represents only 2% of the world volume. “DeSince the start of the pandemic, large companies have had to accelerate their process from digital transformation. This leveraged our growth in the first few months, as the market was extremely heated. We expected a quieter start, but it was exactly the opposite, ”says Oliveira.
Wine as an investment
It is no coincidence that the name chosen for the Brazilian market for select wines is Winetrader. According to the brand’s partners, in addition to drink lovers and collectors, another target audience is wine investors, which acquire rare labels as if they were medium-term stocks.
With rare bottles that can reach thousands of dollars, as is the case with Romanée-Conti 1,945, sold for $ 558,000 in 2018, investing in fine wines can bring an average annual profitability of 13%. In addition, the devaluation of this type of asset is more difficult to occur, since the older the wine, the more appreciated it is.
In the case of Winetrader, the idea is also to attract collectors who have rare labels as an investment. To ensure that the bottles that enter the e-commerce are genuine, the wines available on the platform are inspected. “We use photos fromcut out of wines in order to evaluation of the state of the bottle. Our criteria from The assessment consists of checking that the bottle delivered is the same as the one advertised. In some cases, we can visit the customer in order to know the wines and assist in sale”, Explains partner Anderson Lellis Vieira.
Currently, around 500 rare labels are available on the Winetrader website. By the end of the year, the expectation is to offer more than 3,000 fine labels.
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