Brazil: key figures on wine consumers 2020

There were approximately 83 million wine consumers in Brazil as of October 2020. Around 39 million of them were considered regular wine drinkers, as they drank wine at least once per month. Another 44 million, in turn, drank wine less than once a month.

The Brazilian wine consumer

In 2020, it was estimated that 59 percent of regular wine drinkers in Brazil were above 35 years old. In addition, 30 percent of regular wine drinkers used digital channels such as e-commerce portals or online stores to purchase wine. Brazilians are also considered open wine consumers, as 70 percent of them are willing to try new grapes and wine terroirs from around the world.

Favorite varietals in Brazil

Regarding types of wine, the most popular among Brazilian consumers are the red varietals, specifically, Malbec and Cabernet Sauvignon. Over 55 percent of respondents in Brazil drink red wine. The share of white wine consumers amounts to 25 percent, only slightly higher than the share of rosé wine drinkers, which stands at 20 percent. According to Brazilian consumers, Chardonnay and Sauvignon Blanc are the most preferred white wine varietals.

Fortified wines, which are very popular and used to prepare mulled wine during the traditional June festivities (‘Festas Juninas’), are also among the most consumed wines by Brazilians.