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75
MARCH 2014
being a pleasant surprise for anyone
who experiences these wines for the
first time.
The management team is developing
other projects for the future with special
editions which are sure to produce
great results.
A MARKETING STRATEGY WITH
INTERNATIONALISATION ON
THE HORIZON
With a strategy developed based on
a plan drafted by the CFO for the
Group, José Pedro Freitas, who is also a
representative of a third generation of the
Mota family along with a team directed
by Inês Mota, together with the general
manager André Pinto and oenologist
João Cabral de Almeida, the aim is to
increase the volume of production in the
next three years from 300,000 bottles
to 750,000.
With a first production in 2012 thanks
to this new team and with results which
attest to the excellent quality, this year
the production of the estate reached some
500,000 bottles.
At the end of 2013 Adega do Salvador
entered into an exclusive distribution
agreement for Portugal with Pernod
Ricard, a French conglomerate which
is the global joint leader in the sale
of alcoholic drinks and which has
already, according to Inês Mota, made
the presence of the range to be felt
“at points of sale all over the country,
which had never previously happened.
We are still some way from achieving
our objectives but we are on the right
track".
This strategic partnership contributes
with a decisive commercial strength for
the establishment of the labels on the
national market in the ‘Premium’ and
‘Super Premium’ ranges. The distribution
and sales are focused on the Horeca
channel and specialist retailers, although
the intention of the management is to
develop the export side of the product
range. “Export is really the watch
word”, states Inês Mota, adding that “our
objective for this year is to reach 40 – 50%
exports with expectations of growth”.
At the moment exports are already going
to Mexico, China, the United States,
Angola and Germany. Partnerships are
being negotiated with distributors to
Brazil, France, Germany and Holland
with the expectation of significant
increases of overseas sales as well as the
opening up of new horizons.