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Brazilian wine market bounces back

Published:  24 April, 2019

The Brazilian wine market has recovered from its 2016 contraction, according to the latest country report from Wine Intelligence.

Volume sales rose 10.6% in 2017 and 5.4 % in 2018, reversing the 10.2% fall irecorded in 2016, which accompanied a 3.3% contraction in the country’s overall economy.

The growth in wine sales is being driven by consumer willingness to explore the varieties of wine on offer. Some 72% of regular wine drinkers say that they enjoy trying new and different wines on a regular basis, compared to 56% of wine drinkers in Spain and 51% in the US.

Brazilian wine dominates its native market, with 70% of wine buyers having consumed it in the last six months. Wine from Chile is the next most popular, with a 52% share. The most popular old-world wine producer is Portugal, at 42%, reflecting the two countries close historic and cultural ties.

Imported wines continue to take a larger share of the market by volume, however. They accounted for 34.6% of the market in 2018, up from 25.2% in 2014.

“Brazil is the eight largest economy worldwide and the 17th largest wine market in terms of still-wine volume,” said Rodrigo Lanari, Brazil country manager for Wine Intelligence.

“There is still plenty of room for growth, presenting promising opportunities for those involved, or seeking to enter, the Brazilian wine market,” he said.

Opportunities exist in the Brazilian market for branded wines, with 86% of wine drinkers regarding brand awareness as ‘important’ or ‘very important’ in their buying decisions.

The leading wine brand at present is Brazilian wine producer Salton, with 30% brand awareness. The Chilean producers Sacillero del Diablo and Santa Helena have the next strongest brands, with 25% and 24% brand awareness respectively.