Lavaux winemaker expands Asian exports and targets Brazil

Vaud winemaker Cyril Séverin exports a third of his production to Asia and hopes to enter Brazil when import tariffs fall under a planned trade agreement, SRF reports.

Switzerland’s wine industry is facing falling domestic consumption and competition from cheaper imports. Séverin, who runs the Domaine du Daley winery in Lutry, began developing export markets about 20 years ago. In 2006, he shipped just 400 to 600 bottles abroad each year. Since then, he says, his exports have grown by about five per cent annually.

He now sends wine to Japan, China, Hong Kong and Indonesia. Japan alone receives 8,000 bottles a year, and Séverin has established his own wine trading company there. He sells a Chasselas for 20 francs in Switzerland and 28 francs in Japan, saying Swiss wines can compete on quality and price where import duties are low.

Building the export business has taken sustained effort. Séverin spends much of the winter visiting customers and looking for new buyers and importers in Asia. He believes Swiss wine still has considerable untapped potential and says Swiss embassies could promote it by hosting dinners featuring local wines.

Séverin is also waiting for the planned free trade agreement with Mercosur countries to take effect. Brazil’s import tariffs on wine are currently 150 per cent; he hopes to export there if they are reduced. Brazilian visitors already come to his winery.

The winery also welcomes about 9,000 tourists a year. On one recent visit, 50 British and American travellers tasted its wines while on their way to Basel to board a river cruise to Rotterdam.