Impar Wines plans to triple turnover

Impar Wines, the new name for Terra d’Alter wines, aims to triple its turnover from €1.5 million this year to €4.5 million by 2025, with 75 percent of their product for export. 

According to executive president Pedro Paixão, the goal is to reach 900,000 to one million bottles sold in 2025, with an average price of around €5. 

Currently, the company’s export share is 83 percent, but with the launch of the new range of Alentejo wines ‘Expressão’, through which the brand wants to “re-launch itself in the Portuguese market, the forecast is that the weight of the overseas sales will “correct and stabilise at 75 percent”. 

This strategy of “consolidating its position with national consumers”, creating “a new range of specific wines to catch the eye of the Portuguese, lovers of quality Alentejo wines”, coincides with recent investments made in the company’s production structure, following the entry of new shareholders this year. 

Created in 2004, in Fronteira, Portalegre, Terra d’Alter was born from the “meeting of wills between António Borges, José Roquette and Peter Bright to produce high quality wines, with a good quality/price ratio”. 

In 2021, the business was acquired by the company Ímpar – Vinhas & Vinhos, SA, under the trade name Ímpar Wines, with Pedro Paixão as CEO, Ana Barradas as financial director (CFO) and Peter Bright as oenologist. 

In addition to investing in the Portuguese market, the new administration is focused on “consolidating the brands” and “strengt hening the international market”, namely in the growth of the US and Brazilian markets and in the new Asian markets such as Singapore, Malaysia, China and Japan. 

Currently, the company’s main export markets are Norway, Switzerland, Benelux, Germany, Canada, United Kingdom and Taiwan. Recently, the new shareholders invested around €500,000 to increase production capacity to one million bottles per year. 

Link: Impar Wines plans to triple turnover – The Portugal News