Brazil is experiencing an unprecedented crisis mainly because it strongly extrapolates the economic crisis and is bringing out a conservatism that was shrouded in population. Given the degree of ignorance of the majority, some ultra-conservative and even fascist appeals are finding echo in those less enlightened when it comes to civil liberties and human rights. However, for the consumption of wine I understand that it doesn’t matters. At least for those who can buy, since the policies of false economic liberalism currently practiced in Brazil are considerably affecting the consumption capacity of the middle class.
The fact is, with the exception of communities formed by European immigration as Italians, Portuguese and Germans, the consumption of wine is not a tradition in Brazil. The most consumed and popular alcoholic beverages in Brazil are still beer and cachaça. I believe that cachaça is the most similar in terms of tradition compared to wine nowadays. Cachaça is a distillate obtained from sugar cane produced practically throughout the Brazilian territory and has a great tradition since Brazil was a Portuguese colony.
But let’s go back to the wine. The consumption of wine in Brazil has been increasing every year. I believe currently the only obstacle to the popularization of wine consumption is the price of the product and the crises facing the country. According to Wine Intelligence study commissioned by IBRAVIN, about 32 million Brazilians said they had consumed wine in the last 30 days, 66 million said they had consumed wine in the last 6 months while 14 million said they consume wine daily.
In the eyes of the European who has an average per capita wine consumption of 40 liters per year, Brazilian numbers may not seem stimulating. However it is necessary to understand the market and take a look at the historical series so as not to be influenced by the 2 liters per capita consumed on average annually by Brazilians. Brazil is currently the 15th largest wine producer in the world and already exports its product to 59 countries. Let’s bet that the Brazilian market continues to advance and grow.