RIO DE JANEIRO, BRAZIL – The 11th edition of Serra Wine Week in Petrópolis, also known as The Imperial City, the largest wine event in the state of Rio de Janeiro, begins on the 8th and runs until the 18th in the city of the mountain region of Rio de Janeiro.
The executive director of the Petrópolis Convention & Visitors Bureau, Marcia de Paula, told Agência Brasil that the event strengthens Pétropolis as a winter destination in the high season with excellent gastronomy. “The growth of the economy happens naturally,” she said.
Marcia assured that the Serra Wine Week is super positive for the municipality, confirming the winter trend of wine consumption, in addition to beer. According to the executive director, the festival has the capacity to unite the entire mountain region, “which is overheated despite the pandemic of the new coronavirus. Last year the event did not take place due to the pandemic.”
The creator of the festival, Rogério Elmor, said the event injects resources into the local economy. “It brings people from abroad who come for the event,” he said. According to the organization, Serra Wine Week means increasing up to 15% in hotel and inn reservations and an increase of up to 20% in wine sales at participating establishments.
FORMULA
Serra Wine Week was launched in 2009 by Elmor to consolidate Petrópolis as a national gastronomic reference and wine destination. The city was once the summer residence of the Brazilian emperors and aristocrats in the 18th and 19th centuries.
According to him, Serra Wine Week has a formula that guarantees its success because it is commercial. The promotion involves 21 establishments, including restaurants, bistros, delicatessens, hotels, inns, and online stores, which offer selected wines at discounts of up to 37%.
The restaurants came together for a great promotion. They bought together, achieving favorable and attractive prices for the public. The total purchase included 3,000 bottles, focusing on national labels. The unique wine list offered by participating establishments includes 9 wine labels with special prices ranging from R$49.90 to R$219.90.
Elmor informed that, for example, Casa Salvador Merlot, a national wine that should appeal especially to those entering the world of wine, will lower its price from R$80 (US$16) to R$49.90 (US$10). Petite Fleur Malbec, an Argentine Gran Reserva that costs an average of R$340 outside the event, will be sold to visitors at the festival for R$219.90.
In addition, seven other labels can be consumed at promotional prices at participating establishments: Casa Salvador, Chardonnay (Brazil); Casas Del Maipo, a Gran Reserva in three different grape varieties (Chile); Viña Marty, Merlot (Chile); Karta Tinto Douro DOC, different grapes (Portugal); Kauzo, Malbec/Malbec (Argentina); Toscanini Classic, Tannat (Uruguay); and Sol fa Soul, Malbec (Argentina).
On average, between 1,000 and 1,500 bottles are purchased by the wineries each year. This year the result was surprising. “It has already reached 3,000 bottles,” says Elmor. The increase is almost 50%. The direct impact on the economy of Petropolis exceeds R$600,000 during the event, he informed.
RESULT
The organizer of the event, Felipe Bento, said that the formula of success of the festival lies in the strategy applied, where everyone wins. “The importer wins, which this year is Del Maipo/ Adega W because it can sell to several restaurants at the same time; the ‘restaurateur’ wins, who buys wines at reduced prices exclusively for the event; and the consumer wins, because the wines are offered during the festival period practically at cost price, at which the restaurant would normally buy them,” he said.
The festival’s organization reported that adopting health safety protocols ensures Petrópolis’ selection as one of the 22 safest destinations in the country.
The protection of customers and employees include the distance between tables, reduced occupancy capacity, the correct use of masks by all facilities, the availability of alcohol gel on the tables, and good food hygiene in the kitchen, monitored by the tables’ competent bodies.
For more information, visit the social networks @serrawineweek festival.