Wine trends in Brazil

Brazil's wine market shows sustained growth and is establishing itself as one of Latin America's most dynamic. Estimated consumption for 2025 is around 430 million litres, with a clear orientation towards premium, white and sparkling products and alcohol-free or low-alcohol options. 

Between 2022 and 2024, imports rose by 14% in value, reaching USD 523 million in 2024, while Brazilian exports remain far lower, confirming the country's clearly import-oriented character.

Key consumption trends

• A 28% increase in white wines (Chenin Blanc, Sauvignon Blanc) and 10% in sparkling wines, which are no longer reserved for celebrations.
• The emergence of innovative formats such as cans and bag-in-box, valued for their sustainability and convenience.
• Growing demand for organic wines, responsible production and regenerative agriculture.
• The popularity of low-alcohol and alcohol-free wines, driven by healthy lifestyles.
• Interest in native varieties and experiences such as wine tourism and personalised tastings.

Market profile

The traditional consumer is aged 30 to 65 with high purchasing power, but a younger segment (25-30) is emerging that drinks wine regularly. Premium wines (over R$100-150 a bottle) are gaining ground, and the real's appreciation favours imports. Spain is the 6th largest source of imports with a 5% share (USD 79.3 million in 2022-2024), behind Chile (39%), Argentina (19%), Portugal (15%), France (10%) and Italy (8%). The average price of Spanish wine is competitive (USD 2.83 per litre), below Italy and France.

Competition and challenges

Chile and Argentina enjoy tariff advantages (0%), while Spain faces a 27% tariff, which calls for differentiation strategies and format adaptation. Most imports (92%) are in containers of 2 litres or less. The market rewards quality, sustainability and innovation, key factors for Catalan wineries.

Sales channels

Diversified distribution:

• Large retailers (Carrefour, Assaí, GPA, Grupo Mateus, BH, Hiperideal) with Spanish wines priced between R$40 and R$299 (€6-47).
• Online platforms (Wine.com.br, Evino, Mundo dos Vinhos) growing strongly.
• Specialist shops (Grand Cru, Mistral) and premium restaurants, as well as wine clubs.
• Prices vary by channel and value chain, being higher where there are more intermediaries.

Opportunities for Catalan wines

Designations such as Priorat, Penedès and Cava chime with Brazilian preferences for white and sparkling wines. Prodeca's promotional activities in São Paulo have improved visibility, but presence at fairs, partnerships with local distributors and communication about sustainability and international awards all need strengthening. The premium market and growing demand for distinctive products offer a favourable setting for increasing the Spanish and Catalan share.

Strategic conclusions

Brazil is an expanding market with increasingly sophisticated, quality-focused consumers. Catalan wineries can take advantage of:

• Growth in the white, sparkling and alcohol-free segments.
• Sustainability and authenticity trends.
• Digital channels and premium experiences.

Despite competition and tariffs, domestic demand and the trade deficit create a strategic window for consolidating the Catalan presence with innovative products, adapted formats and marketing campaigns focused on added value.