Italian wine imports to Brazil rise as industry targets expanding market

Brazilian imports of Italian wines increased by 9.2% in the first half of this year compared to the same period last year, according to data from the Brazilian Ministry of Development, Industry, Commerce and Services. The total value reached $20.1 million, making Italy responsible for 8.3% of Brazil’s wine imports. This places Italy as the fifth largest exporter of wine to Brazil, behind Chile, Argentina, Portugal, and France. In terms of volume, Italy is the fourth largest supplier, accounting for 6.4% of total imported wine.

The growth in imports comes as Italian institutions look to strengthen their presence in the Brazilian market. The Italian Trade Agency (ITA), which operates under the Embassy of Italy in Brazil, will hold the fourth edition of its I Love Italian Wines roadshow in September. The events are scheduled for September 8 at Copacabana Palace in Rio de Janeiro, September 10 at Hotel Unique in São Paulo, and September 12 at Hotel Fasano in Belo Horizonte.

These roadshows will feature around 500 wine labels from various Italian wine regions. Fifty-one exhibitors are confirmed, including wineries—many of which are new to the Brazilian market—and importers. The program also includes a group of companies coordinated by the Merano Wine Festival, an event founded by Helmuth Köcher that is recognized internationally in the wine sector.

The initiative is organized by the Italian Trade Agency in partnership with Milanez & Milaneze, a Brazilian company controlled by VeronaFiere. VeronaFiere is known for organizing Vinitaly in Verona, one of the world’s leading wine fairs, as well as Wine South America in Bento Gonçalves, Rio Grande do Sul.

The increase in Italian wine imports reflects a growing interest among Brazilian consumers for wines from different regions and styles. The upcoming roadshows aim to further expand Italy’s share in this competitive market by introducing new producers and labels to local buyers and professionals. The events are expected to attract sommeliers, importers, distributors, and restaurant owners interested in diversifying their portfolios with Italian wines.

The focus on Brazil is part of a broader strategy by Italian institutions to boost exports and promote Italian products abroad. With demand for imported wines rising steadily in Brazil over recent years, Italy sees an opportunity to increase its market share through direct engagement with industry professionals and consumers. The roadshows will offer tastings and networking opportunities designed to foster new business relationships and highlight the diversity and quality of Italian winemaking.

As competition intensifies among exporting countries, initiatives like these roadshows play a key role in connecting producers with potential partners and raising awareness about Italy’s wine heritage. Organizers hope that these efforts will translate into stronger commercial ties and sustained growth for Italian wine exports to Brazil in the coming years.