Fifth-generation wine producer Lidio Carraro has been chosen as the official supplier for the World Cup 2014 competition in Brazil.
Launched this week, the wine for one of the biggest sporting events in the world has been christened "Faces," and will bear the official FIFA seal worldwide.
The wine will be served at FIFA-organized events leading up to and during the World Cup. The first bottle, a red, will debut in May at the Confederations Cup. A white and rosé will be rolled out later this year.
The boutique Lidio Carraro winery is located in the Serra Gaúcha region of southeast Brazil, where 85 percent of the country’s wine is produced. The winery points out that in becoming the official FIFA wine, it has beaten off giant South American producers like Concha y Toro.
“We look for a wine with identity that expresses the authenticity of the grape and the origin,” said chief winemaker Monica Rossetti in a statement. Lidio Carraro prides itself on the purity of its fruit flavors – achieved, it says, by avoiding the use of oak barrels, even for its red wines.
The partnership with FIFA means that the winery will have to double its production to half a million bottles over the next year to meet demand. At present, it sells 300,000 bottles of wine made from grapes grown in the southern regions of Vale dos Vinhedos and Encruzilhad do Sol. The first wines were planted by the family's Italian ancestors, who arrived in Brazil from Breganze in the Veneto region in 1875.
The company's marketing and export manager, Patricia Carraro, says the World Cup will provide Brazil with "an historic and unmissable opportunity" to position itself as a quality wine-producing country.
As well as being sold at World Cup events, the wines will be available at duty free outlets in Brazil, online on Globo Marcas, and at the winery.