| Keys to face 2009 successfully |
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| jueves, 11 diciembre 2008 | ||||||||
 Opportunities In the face of the current recession and crisis, WineSur interviewed important industry members, including those from both large and boutique wineries, and asked them about their plans for 2009. In this article, they talk about where their focus will be put in order to maintain profitability and secure good business during the upcoming year. Costs Adjusting, adjusting and adjusting…that is the premise. As a result of the inflationary framework, 2008 saw rocketing costs -in terms of both vineyard and winery tasks and supplies. Hence, 2009 will be a moment for winery owners to sharpen their calculations and avoid over-stock. “There has definitely been a rise in costs in every area, including dry supplies, labor, fuel, freight, and estate supplies -this rise is probably above 27%. Human resources costs are also items to be adjusted and controlled,” Roberto Schroeder, of Familia Schroeder, commented from his basis in Patagonia. Juan Stornell, general manager of Andeluna Cellars, pointed out that “2009 will be a year for us to be careful with spending, as prices abroad cannot be modified. Moreover, we are facing a scenario where many of our competitors have experienced devaluation so we need to keep offering competitive products and avoid raising prices.” Juan Marcó, of Finca Decero, affirmed that “a focus on management and cost control will be taken in 2009. We are going to be as efficient as we can; we need to look after our customers and exert internal pressure in the processes in order to maintain our levels. So far we are doing well, in terms of the goals we set in April 2008.” On the same line, Carlos Tizio, of Clos de los 7, said that “we need to be as efficient as possible and seek cost reduction wherever it is reasonable.” Exchange rate The inflation of the past year has faded the benefits of a high exchange rate. Hence, the industry is re-considering the most convenient exchange rates. “It would be ideal to have a dollar for exporters, because if the dollar rises, costs and prices could increase. I would rather have an exporter dollar as high as possible, around $3.80 /90, in order to match what our neighbors are doing,” Stornell claimed. Schroeder agreed and added that he believes “a 1U$S = 3.80 exchange rate would allow us to recover part of the lost profitability in the foreign market.” For Thibaud, of Ruca Malen, the situation is a bit different. He argued that “both the Ruca Malen / bodega Tres Blasones exporter / importer structure and the good exports/domestic market balance of Ruca Malen provide us with a quite automatic hedging in terms of exchange rate. We are aware of the difficulties of projecting this kind of rate throughout 2009, but as long as artificial dispositions do not proliferate, we should be able to overcome the situation.” Foreign markets The United States and Brazil are the most important markets for Argentina in the bottled wine segment. There, uncertainty seems to be having an influence on purchases although some industry members are confident that this financial crisis will be a great opportunity for wines. With regard to this, Carlos Tizio said that “overall, it seems to me that there will be a good opportunity for the Argentinian market in the United States. So far, our company has seen all sales forecasts fulfilled.” Schroeder anticipated that “the foreign market will certainly stop growing as in the past three years (over 30% on average) but we have more attention from our markets (the US and Canada, mainly) than 5 years ago and we can keep growing, even at a lower rate.” “For us, 2009 will be a year of opportunities because Argentina will be able to grow in some markets as we are considered ‘a good value’. In markets that have suffered a devaluation of their currencies, sales will go down. Argentina has a good panorama for next year in some markets, while others will be seriously hurt,” Stornell affirmed. In addition, Minni, of Bodega y Viñedos Miguel Minni, claimed that in 2009 the winery will seek “to foster the export market through quality, price and volumes.” According to Marcó, the key for Finca Decero will be to “get ready in advance. So far, importers have fulfilled the plans accurately. Last week I met with our people in the United States and Switzerland and saw that the growth perspectives are stable. Conversations were still positive in terms of both payment deadlines and volumes. The key word, however, is uncertainty.”
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