Bacalhôa Group strengthens its commitment to Brazil and expands its presence in the international market

Bacalhôa, one of Portugal’s most prestigious wine brands, is investing in a fixed structure in Brazil to consolidate its position among the three main Portuguese brands in the country. With this strategic move, the company is strengthening its presence in the Brazilian market, which has established itself as the main destination for its exports.

Bacalhôa’s commitment comes at a time of growth for Portuguese wine in Brazil. By 2025, ViniPortugal will increase its investment in promoting the category in the country by 28 per cent, reinforcing the visibility of national producers in a market historically dominated by Chile and Argentina. These two countries benefit from Mercosur agreements, a bloc that facilitates trade between its members, but Portugal has been winning over more and more Brazilian consumers.

To speed up expansion and strengthen the brand in Brazil, Bacalhôa has announced two strategic reinforcements to its team. Karene Vilela, President of the São Paulo Chamber of Commerce and professor at The Wine School Brasil, joins the company after more than a decade as a distributor. With a vast knowledge of the sector and a solid network of contacts, she will be responsible for communication actions, exclusive events and training for professionals and consumers in Brazil. In Portugal, she will act as an oenological consultant and develop initiatives for the Brazilian community living in the country. In the UK, her presence at international events will help expand the brand’s global reach.

Another name to join the Bacalhôa team full-time is José Luiz Ferrazzo Neto, Professor of Oenoculture and until now the brand’s Brand Builder. With a total focus on the company, he will take over the management of Bacalhôa’s imports into Brazil, guaranteeing a more solid and competitive positioning in the market.
In addition to the new hires, Bacalhôa has created an administrative team to optimise the logistics and management of the brand’s 40 or so importers in Brazil. The aim is to streamline processes, reduce delivery times and strengthen sales, guaranteeing a more efficient and personalised service.

With these new investments and strategic reinforcements, Bacalhôa is strengthening its ambition for sustainable growth, consolidating its presence in Brazil and expanding its position in international markets. The company remains faithful to its commitment to innovation and quality, continuing to raise the name of Portuguese wine across borders.