{"id":1970,"date":"2024-05-16T16:54:40","date_gmt":"2024-05-16T14:54:40","guid":{"rendered":"https:\/\/academievin.org\/conference\/jorge-lucki\/"},"modified":"2025-06-06T09:32:49","modified_gmt":"2025-06-06T07:32:49","slug":"jorge-lucki","status":"publish","type":"conference","link":"https:\/\/academievin.org\/en\/conference\/jorge-lucki\/","title":{"rendered":"Jorge Lucki"},"content":{"rendered":"\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/academievin.org\/wp-content\/uploads\/2024\/08\/1135_0_1_photo_lucki..jpg\" alt=\"\" class=\"wp-image-1418\"\/><\/figure>\n\n<p><em>&#8220;The Brazilian Challenge: how to add a large potential market to the elite&#8217;s tradition of small consumption?&#8221;<\/em><\/p>\n\n<p>THE SITUATION IN BRAZIL<\/p>\n\n<p>BRICS<\/p>\n\n<p>Expression coined in 2001 to describe the emergence of a group of countries considered to be new economic powers, namely Brazil, Russia, India and China (BRICS in 2011, with South Africa).<\/p>\n\n<ul class=\"wp-block-list\">\n<li>Between 2003 and 2007, growth in these large emerging economies accounted for 65% of global GDP expansion. In 2003, they accounted for 9% of global GDP, and in 2009, 14%. <\/li>\n\n\n\n<li>Brazil&#8217;s overvalued image: a reversal of perspective Previously, Brazilians travelling abroad felt obliged to defend their country from any kind of criticism (with the exception of carnival, beaches and futebol &#8211; and even then!). Since the 2000s, however, the situation has changed: Brazilians are now keen to curb foreigners&#8217; enthusiasm for Brazil. <\/li>\n<\/ul>\n\n<p>We thought that the boom in the Chinese market, as well as in Russia and India, was bound to be replicated in Brazil.<\/p>\n\n<p>THE ECONOMIC SITUATION<\/p>\n\n<p>GDP in Brazil and China<\/p>\n\n<p>The absolute value of the growth rate, significantly higher in China. The stability of Chinese growth, and the instability of Brazil&#8217;s growth curve. <\/p>\n\n<p>THE WINE MARKET: reality (and potential)<\/p>\n\n<p>Population (2014): 203 million = Germany + Italy + France<br\/>Per capita wine consumption: ~2.0 liters\/year (80% red wines)<br\/>75% of wines are imported &#8211; 100 million bottles\/year<\/p>\n\n<p>85% of wine consumption: Southeast and South<br\/>50% in the state of S\u00e3o Paulo (40 million inhabitants)<\/p>\n\n<p>The projected population growth pyramid shows a greater concentration of the workforce by age between 20 and 50, which is favorable for any consumer market, particularly the wine market (concentration of potential consumers).<\/p>\n\n<p>WINE CULTURE: French influence<\/p>\n\n<p>Until the 1960s-1970s, the intellectual elite (and the financial elite too, at least in part) were strongly influenced by French habits and references &#8211; great French wines<\/p>\n\n<p>Tarsila do Amaral (1886-1973), one of Brazil&#8217;s most important painters<\/p>\n\n<p>Historian, painter and collector of works of art and first editions of books, Jo\u00e3o Fernando (Yan) de Almeida Prado (1898-1991) &#8211; &#8220;Pens\u00e3o Humait\u00e1&#8221; brotherhood, since the 1930s<\/p>\n","protected":false},"template":"","conference_type":[58],"conference_category":[114],"class_list":["post-1970","conference","type-conference","status-publish","hentry","conference_type-58","conference_category-marketing-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Jorge Lucki | Acad\u00e9mie Internationale du Vin<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/academievin.org\/en\/conference\/jorge-lucki\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Jorge Lucki | Acad\u00e9mie Internationale du Vin\" \/>\n<meta property=\"og:description\" content=\"&#8220;The Brazilian Challenge: how to add a large potential market to the elite&#8217;s tradition of small consumption?&#8221; THE SITUATION IN BRAZIL BRICS Expression coined in 2001 to describe the emergence of a group of countries considered to be new economic powers, namely Brazil, Russia, India and China (BRICS in 2011, with South Africa). We thought [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/academievin.org\/en\/conference\/jorge-lucki\/\" \/>\n<meta property=\"og:site_name\" content=\"Acad\u00e9mie Internationale du Vin\" \/>\n<meta property=\"article:modified_time\" content=\"2025-06-06T07:32:49+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/academievin.org\/wp-content\/uploads\/2024\/08\/1135_0_1_photo_lucki.-scaled.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"2048\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/academievin.org\/en\/conference\/jorge-lucki\/\",\"url\":\"https:\/\/academievin.org\/en\/conference\/jorge-lucki\/\",\"name\":\"Jorge Lucki | Acad\u00e9mie Internationale du Vin\",\"isPartOf\":{\"@id\":\"https:\/\/academievin.org\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/academievin.org\/en\/conference\/jorge-lucki\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/academievin.org\/en\/conference\/jorge-lucki\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/academievin.org\/wp-content\/uploads\/2024\/08\/1135_0_1_photo_lucki..jpg\",\"datePublished\":\"2024-05-16T14:54:40+00:00\",\"dateModified\":\"2025-06-06T07:32:49+00:00\",\"breadcrumb\":{\"@id\":\"https:\/\/academievin.org\/en\/conference\/jorge-lucki\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/academievin.org\/en\/conference\/jorge-lucki\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/academievin.org\/en\/conference\/jorge-lucki\/#primaryimage\",\"url\":\"https:\/\/academievin.org\/wp-content\/uploads\/2024\/08\/1135_0_1_photo_lucki..jpg\",\"contentUrl\":\"https:\/\/academievin.org\/wp-content\/uploads\/2024\/08\/1135_0_1_photo_lucki..jpg\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/academievin.org\/en\/conference\/jorge-lucki\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/academievin.org\/en\/home\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Conf\u00e9rences\",\"item\":\"https:\/\/academievin.org\/conference\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"Jorge Lucki\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/academievin.org\/#website\",\"url\":\"https:\/\/academievin.org\/\",\"name\":\"Acad\u00e9mie Internationale du Vin AIV\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\/\/academievin.org\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/academievin.org\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/academievin.org\/#organization\",\"name\":\"International Academy of Wine\",\"url\":\"https:\/\/academievin.org\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/academievin.org\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/academievin.org\/wp-content\/uploads\/2024\/04\/cropped-favicon..png\",\"contentUrl\":\"https:\/\/academievin.org\/wp-content\/uploads\/2024\/04\/cropped-favicon..png\",\"width\":512,\"height\":512,\"caption\":\"International Academy of Wine\"},\"image\":{\"@id\":\"https:\/\/academievin.org\/#\/schema\/logo\/image\/\"}}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Jorge Lucki | Acad\u00e9mie Internationale du Vin","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/academievin.org\/en\/conference\/jorge-lucki\/","og_locale":"en_US","og_type":"article","og_title":"Jorge Lucki | Acad\u00e9mie Internationale du Vin","og_description":"&#8220;The Brazilian Challenge: how to add a large potential market to the elite&#8217;s tradition of small consumption?&#8221; THE SITUATION IN BRAZIL BRICS Expression coined in 2001 to describe the emergence of a group of countries considered to be new economic powers, namely Brazil, Russia, India and China (BRICS in 2011, with South Africa). 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