Brazil Wine Imports Hit New Highs

Brazil’s wine market in 2026 is showing signs of both growth and complexity, with internal consumption, imports, and consumer preferences all evolving. The country remains a key player in Latin America’s wine sector, but the data tells a nuanced story that depends on how “wine” is defined and whether figures reflect supply to the market or actual retail sales.

According to the International Organisation of Vine and Wine (OIV), Brazil’s wine consumption in 2024 was estimated at 3.1 million hectoliters, or about 310 million liters. This marks a decline from previous years and falls below the recent average, reflecting a global trend of reduced wine consumption and increased price sensitivity. The OIV’s methodology is based on apparent consumption—production plus imports minus exports, adjusted for inventory—which can be imprecise if stock data is incomplete.

Commercial sources within Brazil, such as Ideal BI/Ideal Consulting, report a larger market when including both wines and sparkling wines. For 2024, they estimate total sales at R$19.35 billion and a volume of 455.8 million liters, covering both domestic and imported products. These figures show growth compared to 2023 and highlight that imported wines account for a significant share of market value, even if domestic table wines dominate in volume.

The import segment reached new highs in 2024. Sectoral sources report that Brazil imported 17.7 million cases of wine (9 liters each), equivalent to about 159 million liters, with a total value around US$518 million FOB. Data from Brazil’s official trade system (Comex Stat/MDIC) confirms that Chile leads as the top supplier by value and volume, followed by Argentina, Portugal, France, and Italy. France stands out for its much higher average price per liter, indicating a focus on premium segments.

Between 2018 and 2024, Brazil’s wine imports grew from 12.8 million to 17.7 million cases annually. The value of imports rose from about US$469 million in 2023 to US$518 million in 2024—a roughly 10% increase. This growth reflects both higher volumes and some price increases, though industry reports note that inflation and currency depreciation have squeezed profit margins for importers.

The structure of Brazil’s wine market is marked by a strong presence of imported fine wines in terms of value. In 2024, imported fine wines accounted for R$10.91 billion out of the total R$19.35 billion market value. While domestic table wines still represent the bulk of volume sold, their share of revenue is much lower than that of imported wines.

Consumer preferences are also shifting. From 2017 to 2024, the share of white wines increased from 20% to 26%, rosé wines doubled from 4% to 8%, while red wines dropped from 76% to 67%. Demographic changes are notable as well: women made up an estimated 53% of wine consumers in Brazil in 2024, up six percentage points since 2019. The age group between 55 and 64 years old also grew its share among consumers.

Retail channels play a decisive role in shaping the market. More than 70% of wine sales occur through supermarkets, making pricing strategies and promotions critical for overall performance. However, there is often a gap between supply (sell-in) and actual retail sales (sell-out), leading to inventory build-ups when imports outpace consumer demand.

Looking ahead to the period between 2026 and 2035, projections depend heavily on whether Brazil can turn increased supply into sustained per capita consumption growth rather than just rotating inventory through the system. Globally, forecasts by IWSR suggest that wine will be the only major alcoholic beverage category to decline in volume through at least 2034, with an expected compound annual growth rate around -1%. This global context creates challenges for any straightforward growth projections for Brazil.

Scenario-based projections for Brazil’s wine market over the next five to ten years show varying outcomes:

• In a conservative scenario where global headwinds persist and per capita consumption stagnates or declines slightly, total consumption could fall to around 2.8 million hectoliters by 2034 while imports continue growing moderately due to international supply pressures.
• A base scenario assumes stable consumption at current levels (about 3.1 million hectoliters) with steady growth in imports as distribution expands.
• An optimistic scenario envisions structural changes—such as more frequent consumption occasions and rising real incomes—leading to higher overall consumption (up to 3.6 million hectoliters) and robust import growth.

Key variables influencing these outcomes include exchange rates (which affect import costs), inventory management (to avoid oversupply cycles), international competition (especially if other major markets slow down), and evolving consumer tastes (with more interest in whites and rosés as well as greater female participation).

In summary, Brazil’s wine market is dynamic but faces significant uncertainties tied to both local factors—such as retail structure and consumer trends—and global forces like shifting demand patterns and competitive pressures from exporting countries. The next decade will test whether Brazil can convert its growing role as an importer into deeper structural gains in wine culture and consumption habits.