For Immediate Release: 7th May 2019
Brazilian wine market recovering after 2016 challenges as consumer involvement rises, according to latest Wine Intelligence Brazil Landscapes 2019 report
The Wine Intelligence Brazil Landscapes 2019 report shows that the regular wine drinking population in Brazil is now comprised of 32 million adults who drink wine once a month, with 70% of them drinking wine at least once every week. This is compared to 29.7 million adults who drank wine once a month in 2016. In addition, Brazil is now the 26th most attractive wine market in the world, according to the Wine Intelligence Global Compass Wine Market Attractiveness model, in which the country was also the ‘fastest riser’ (moving up 12 places from 38th to 26th most attractive) since 2017.
The report also notes that consumers and the supply chain have adapted to harsher tax and economic conditions. Consumers are paying more for the same quality wine, seen by the average spend per bottle significantly increasing for many off- and on-trade occasions. More encouraging for investors in the wine category, the tracking data shows rising levels of consumer involvement in wine, shown by a growing proportion of respondents who say they “feel competent” about wine, “like to take their time to purchase wine” and consider wine to be “important” to their lifestyles (31% in 2019 compared to 27% in 2017).
Consumer engagement, specifically with younger generations, will be key to fostering further growth in this underdeveloped wine market. Younger consumers account for 20% of the adult population and 16% of the regular wine drinking population, and, characteristic of young wine drinkers globally, show the lowest overall level of involvement within the wine category compared with older drinkers. At the same time, however, younger drinkers are more likely to consume wine in the on-trade, as well spend more money per bottle. The report notes the successful efforts made by the domestic sparkling wine producers, which are investing in ways of drawing in younger consumers.
Rodrigo Lanari, Wine Intelligence Country Manager for Brazil, said: “Brazil has proven to be a challenging but rewarding market for those aware of the country’s intricacies and those committed to establishing themselves in this market. Engaging with new consumers will be key to sustain growth in the future.”
Brazil Landscapes 2019 also analyses Brazilian wine consumers, their beverage repertoire, wine buying behaviour, wine consumption in the on- and off-trade, as well as brand health. Hot topics of premium wine drinker profiling, online wine shoppers, and Brazilian sparkling wine are also discussed.
For more information on how to purchase, please contact Emily Carroll.
Further details about the report can be found here.
Requests for purchase should be directed to Emily Carroll.