Italian wine producers are turning their attention to Brazil, which is emerging as a key market for the industry’s global growth. Despite high import taxes, Brazilian demand for Italian wines continues to rise, driven by a young and increasingly discerning consumer base. This trend was highlighted during the recent summit “Dall’Italia al mondo: Merano WineFestival verso i mercati del futuro,” where Karine De Souza, a winehunter ambassador, presented data showing strong expansion in Brazil’s wine market.
Brazil is now the fourth largest importer of Italian wines, following Chile, Argentina, and Portugal. The country’s imports are growing at a faster rate than those of France. In 2023, the Brazilian wine sector grew by 11.6 percent. In the first half of 2025 alone, imports increased by 9.2 percent, reaching more than 503 million euros in value. These figures reflect not only higher volumes but also a willingness among Brazilian consumers to pay more for quality wines.
De Souza explained that Brazilian consumers are looking for more than just affordable options. They seek wines with character, identity, and a story behind them. This preference is influenced by Brazil’s deep cultural ties with Italy. Around 30 million Brazilians have Italian ancestry, especially in the southern regions of the country. This heritage fosters trust and affinity for Italian products.
Unlike many mature wine markets, Brazil’s growth is fueled by younger consumers. According to De Souza, young people in Brazil are now drinking more wine than beer. Women play a significant role in this shift as well. The typical consumer is urban and belongs to the middle or upper class, with most purchases falling between 25 and 60 reais per bottle.
For Italian producers hoping to succeed in Brazil, offering a compelling narrative is as important as delivering quality wine. Brazilian buyers want to know about the producer, the region where the grapes are grown, and the traditions behind each bottle. Authenticity and sustainability are key factors for this new generation of consumers. Many seek out wines made from native Italian grape varieties and value transparency in production practices.
Despite these opportunities, challenges remain for foreign wineries entering Brazil. Import taxes can exceed 300 percent, making it essential for producers to establish strong partnerships with local importers. Still, there is room for boutique wineries and artisanal producers who can build loyalty through education and unique experiences.
Recent events in São Paulo, Rio de Janeiro, and Belo Horizonte have brought together importers and journalists to strengthen ties between Italian producers and the Brazilian market. Organizers plan to expand these efforts in 2026 with direct participation from Helmut Köcher, founder of the Merano WineFestival, along with several Italian wineries.
The growing interest in Italian wines reflects broader changes in Brazilian consumer habits and highlights the country’s potential as a major driver of global wine trends. As De Souza noted at the summit, Brazilians buy with their hearts—a quality that resonates strongly with Italian winemakers seeking lasting connections in new markets.
Dining and Cooking