Brazil’s Wine Consumption Hits Record

Brazil’s wine market reached a record in 2025, with consumption rising to 4.4 million hectoliters, according to the International Organisation of Vine and Wine, or OIV. That was up 41.9% from the previous year and came as global wine consumption fell 2.7%, underscoring how sharply Brazil moved against the broader trend.

The increase was matched by gains in production and vineyard area. Brazil’s vineyards expanded for a fifth straight year to 91,000 hectares in 2025, up 9.6% from 2024. National wine production reached 2.8 million hectoliters, an 80.6% jump from the historically low level recorded a year earlier.

The sector’s revenue also climbed. A study by Ideal BI Consulting estimated that the Brazilian wine market generated R$21.1 billion in 2025, about 10% more than the year before. Industry specialists say the growth reflects more than higher drinking levels. They point to a shift in consumer behavior, with more buyers seeking wines with clearer origin, stronger identity and a premium positioning.

That change is beginning to shape Brazil’s export strategy as well. One of the most visible efforts is Vin du Brésil, a project created to expand the presence of Brazilian wines in Europe through tastings, promotional events and brand-building work aimed at premium markets.

The project brings together the French chef Benoit Mathurin, the journalist Xavier Vankerrebrouck, the Italian businessman Giovanni Montoneri and Guilherme França of Intrust Associates, a Brazilian firm involved in the effort. Rather than compete on volume, the group is trying to place Brazilian labels in higher-end retail channels. The first shipment includes 12 labels from six Brazilian wineries, priced between 15 and 50 euros in French stores.

Vankerrebrouck said the appeal of Brazilian wine lies in its identity as much as its quality. In France, he said, wine is part of culture, and Brazilian producers need to be presented through origin and emotion as well as taste.

The project’s debut event drew on the symbolism of the historic Judgment of Paris tasting and brought together business figures, wine professionals and opinion leaders in Europe. The selection highlighted features that producers say distinguish Brazilian viticulture, including indigenous yeasts, inverted pruning techniques, distinct terroirs and use of Brazilian oak barrels.

Two wineries from Minas Gerais took part in the first phase: Bárbara Eliodora, in São Gonçalo do Sapucaí, and Estrada Real, in Caldas. Four others came from Rio Grande do Sul: ArteViva, in Bento Gonçalves; La Grande Bellezza, in Pinto Bandeira; Manus, in Encruzilhada do Sul; and Bebber, in Flores da Cunha.

França said the goal is to include 15 wineries by the end of 2026 as the project broadens the range of regions and styles shown abroad. Montoneri said Brazilian wines stand out for being expressive and still little known in Europe.

The push comes as Brazil’s wine industry tries to turn domestic momentum into a stronger international reputation. Producers and exporters are betting that rising consumption at home can support a more visible role abroad, especially for wines positioned above the mass market and tied closely to place of origin and production methods.