In an article for Exame, the director of ProWine São Paulo, Malu Sevieri, highlights that trends for 2025 point to growth in the consumption of white and sparkling wines, driven by climate and cultural changes
The consumption of wine in Brazil transcends the simple act of drinking; it is also an experience that reflects the country’s cultural richness and economic dynamism. Currently, we have ten regions renowned due their excellence in wine production or the unique characteristics of the drink, shaped by the geographical environment – natural factors such as weather, soil and height, combined with human knowledge – which grant a unique denomination of origin. Among these, there are six in Rio Grande do Sul, a state that leads the country in both wine production and tradition. Another fact that stands out is the growth in consumption, with an average of 2.7 liters per capita per year.
In recent years, the wine market in Brazil has undergone major changes, impacted by both economic and climatic factors that directly affect consumption and retail strategies. Global warming, for example, has boosted the demand for white and sparkling wines, while red wines, traditionally the best sellers, have seen a slight drop in warmer periods.
In addition, the pandemic has left significant impacts. During the lockdown, wine consumption in Brazil reached record levels, as the drink became a regular companion at home. However, the post-pandemic scenario has brought challenges such as inflation and rising production costs, hitting consumers’ purchasing power and producers’ profits. Furthermore, stocks have been accumulated due to the slowdown in sales after the peak during the pandemic, requiring more careful management at the retail level.
Trends for 2025 point to an increase in the consumption of white and sparkling wines, driven by climate and cultural changes. Sparkling wine, once associated only with celebrations, has the potential to establish itself as an everyday consumption. White wine, on the other hand, still needs strategies to position itself as a refreshing choice for hot days.
ProWine São Paulo, which has established itself as the largest wine and spirits trade fair in the Americas, reflects the growing relevance of the sector in Brazil. Held at the beginning of October, the 2024 edition brought together more than 1,400 brands from 34 countries, presenting new products and trends to more than 15,000 visitors. Both in terms of area and visitors, it grew by almost 30% compared to the year before. As well as acting as a showcase for opportunities, the fair is a benchmark for what’s coming next.
Establishing a culture of wine consumption will be essential for the future of the sector. The success of this market, however, depends on different aspects, such as the economy, the climate and changes in consumer habits. These variables will continue to shape the outlook for the segment in Brazil, which is increasingly asserting itself as a solid and growing industry.
Originally published by Exame
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