Wine has traditionally catered to an older consumer demographic in Brazil, whether due to income factors or positioning strategies. In addition, the category has seen limited innovation in terms of product variety, which means that innovation efforts have instead focused on channels, packaging, and communication.
In Brazil, wine quality is often categorised broadly as either table wine or fine wine. Over the past two years, there has been a noticeable increase in the recognition and availability of fine wines, thanks to consumer education and growing knowledge of the category.
Beer, being the largest alcoholic drinks category, and widely consumed in both off-trade and on-trade establishments, gives tough competition to both spirits and wine. In response, a new set of strategies is emerging, broadly referred to as “stealing from beer”, which aims to capture share and consumers from the beer category.
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Wine
This is the aggregation of still and sparkling light grape wines, fortified wine and vermouth and non-grape wine. In terms of alcohol content, light wine usually falls into the 8-14% ABV bracket while fortified wine ranges from 14-23% ABV. Low and non-alcoholic wine is also included in the data (attributed to each sector as appropriate).
See All of Our DefinitionsThis report originates from Passport, our Wine research and analysis database.
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