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The Mozambican Market

Mozambique is a country that shares a great history with Portugal, since 1498 -it is estimated that there are about 370,000 people of Portuguese origin in the territory of Mozambique - which in itself represents a major asset for the marketing and communication actions. It is a market with about 23,000,000 inhabitants. In the capital, Maputo, inhabit about 1.1 million of people, with a tendency for an increase (Source: http://www.portaldogoverno.gov.mz).

The political stability that Mozambique has been living for the last 10 years has led to an increase of the economy by about 8%. It is a market that appreciates and recognizes the value of Portuguese products.

Maputo is strategically well positioned: it connects Africa to Asia by sea, and is close to countries like South Africa; at the same time it has an important sea port which is part of trade routes with the whole Asian continent, and near the Kruger National Park, the largest park of wild animals in the world, attracting a tourist class essencial for wine consumption.

Mozambique is a country rich in natural resources, but the vast majority of its population still lives in precarious conditions and with serious economic difficulties. This is a situation that tends to improve and may, therefore, represent the right time to invest in the positioning of a variety of wines. There is also an opportunity to insert a more expensive wines range in the hotels chains, addressing a tourist class with purchasing power.


The Mozambican market is therefore marked by two distinct market axes: on the one hand the general population that is beginning to have access to quality products, but whose lack of purchasing power forces them to consume low-cost wines, and on the other, the tourist class whose purchasing power allows the consumption of more expensive wines.

It is important to note that Mozambique, like almost all African countries, is not knowledgeable about the wine culture, so the producers work to simplify the message around their brands is crucial for the consumer to understand what kind of wine it is buying. Therefore, it is capital to explain/educate about basic concepts - the concept of grape varieties, climate, terroir, quality, service temperature, and mode of consumption - for the promotion of wines on the market, as well as their own labels, to contain a message visible to the consumer. This is a market where the approach to the consumer must be weighted and on a medium long term. Although the image that the Mozambican consumer has about the Portuguese products is good, and there is recognition of quality, therefore it is important to promote training actions to the consumer so that in the future he/she can also decide on other wines.

Also the similarities between Mozambique and Portuguese gastronomies can be capitalized to explain how each style of wine can be used to enhance a Mozambican meal. The Portuguese olive oils have also a window of opportunity here to accompany the Mozambicans meals.

Mozambique is a promising market for wine consumption growth. It goes through a phase of sustainable growth that can be the perfect time for wine brands settle in the market. The marks of entry-level wines are now a good bet to attract consumers and brands, so more expensive wines must bet on the hotel chain. The major changes in relation to the change of the Mozambican currency, the Metical, has created some uncertainty in growth and investment in this market.

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