Brazil’s Wine Consumption Climbs 30%

Brazil has increased its wine consumption by about 30% over the past decade, even as the global market has fallen to its lowest level of consumption since 1961, according to data cited from the International Organisation of Vine and Wine. The contrast reflects a broader shift in Brazil’s beverage market, where wine has moved from a niche product to a category with growing reach among consumers looking for more variety, quality and experiences.

The increase has been especially notable in recent years. Between 2022 and 2023 alone, wine consumption in Brazil rose 11.6%, according to the same data. At the same time, domestic production reached 294,000 liters in 2025, underscoring the scale of a market that continues to expand despite pressure on wine sales in other countries.

Industry estimates suggest that Brazil’s wine market could generate more than R$22 billion in 2026. A separate survey by consulting firm Ideal found that more than 110 million bottles were sold in the first quarter of last year, producing R$3.9 billion in revenue. Those figures point to a market that is not only growing in volume but also becoming more commercially important for retailers, importers, producers and event organizers.

Specialists say the change is tied to a shift in consumer behavior. Elis Cabanilhas, a sommelier, journalist and curator who serves as an ambassador for the CWB Wine festival in Curitiba, said Brazilian drinkers are showing greater interest in diversity and quality. She said the country is experiencing “a very particular moment of expansion and maturation,” with consumers seeking not just more wine but better experiences around it.

Production data also show how the sector is developing inside Brazil. Figures from the Vitivinicultural Observatory indicate that vineyards covered 27,000 hectares in southern Brazil in 2025, with 565,000 tons of grapes produced. Bordô and Isabel were the most widely grown grape varieties. Rio Grande do Sul remains the country’s leading wine-producing state and accounts for about 90% of national production.

That growth has helped fuel a wider calendar of wine-related events, tastings and food pairings across the country. In Curitiba, one of the clearest signs of that trend is the return of the CWB Wine Festival, which will hold its second edition on May 23 and 24 at Pátio Batel. The event will use a free-tasting circuit format and bring together consumers, producers, industry professionals and brands from the wine sector.

Organizers say the festival is meant to reflect how wine culture is changing in Brazil, with more emphasis on direct contact between the public and producers and on experiences that go beyond buying a bottle. The event’s presence in Curitiba also reflects how major cities outside Brazil’s traditional wine regions are becoming part of the country’s broader wine circuit as demand continues to rise.