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Brazil: A Niche Market for Bourgogne

16/04/2025

The number of regular wine consumers has grown by 9.3 million people (2024 vs. 2019), partly due to an increase in the older population segment (+3.6 million from 2019 to 2024), reaching 44.2 million wine drinkers in 2024 (32% of the adult population). This growth is also linked to a rise in the number of consumers who report drinking wine at least once a week (+4.5 million between 2019 and 2024), according to the IWSR.

In December 2024, the European Union and Mercosur reached an agreement on their partnership aimed at strengthening geopolitical and economic cooperation. The deal includes a significant reduction in trade barriers, which is expected to benefit Bourgogne wine exports, along with other European wines.

Two New Records Confirm the Market’s Appeal for Bourgogne Wines

The 2024 results set two new records for Bourgogne wines in both volume and value:

• +17.5% compared to 2023 in volume: Bourgogne wine shipments to Brazil have nearly doubled compared to the five-year average (+38.3%).
• Revenue reflects the same trend: +21.8% compared to 2023, and over €3 million more than the five-year average.
• Bourgogne whites drove this volume record: +83.2% compared to 2023 and +95.7% over the five-year average. They contributed significantly to the total revenue, reaching more than €5.57 million in 2024 (+78.5% compared to 2023). White wines represented 65% of the total value of Bourgogne wines.

Although Brazil remains a small market for Bourgogne wines—accounting for less than 1% of total exports by volume and value in 2024—it is nonetheless the leading destination for our appellations in South America: 89% of the volumes and 79% of the revenue in the region came from exports to Brazil in 2024.

Bourgogne Exports Driven by Chablis Wines

Exports of white wines (volume, 12-month total for 2024)

Over the period, Bourgogne white wines accounted for 77% of volumes exported to Brazil, and 65% of total revenue. [...]

Exports of Bourgogne Red and Rosé Wines (volume, 12-month total for 2024)

In 2024, red wines accounted for 20% of volumes and 33% of Bourgogne wine revenue in Brazil. This category continues to grow steadily: +5.8% compared to the five-year average, and +57.6% compared to the pre-Covid period (2024 vs. 2019). [...]

Bourgogne White Wines Aligned with Trends in the Brazilian Market

In 2024, the On-trade (restaurants, bars, hotels) accounted for 14% of wine purchases, down by more than 1.15 million bottles compared to 2018, while the Off-trade, which covers 86% of purchases, grew by 42 million bottles .

In the On-Trade segment, traditional restaurants have yet to recover the consumption levels lost during the Covid crisis, in part due to rising wine prices in recent years in the country.

In this context, Bourgogne white wines held steady in 2024. They are supported by demand from Generation X (ages 44–59), who are Chardonnay wine drinkers and report spending the most in the price ranges where Bourgogne whites are positioned, as well as by millennial purchasing preferences (ages 29–44), which lean toward higher-quality wines such as those from Bourgogne. Despite tighter budgets, this generation is more inclined to buy wine—and even more expensive wine.

The Off-Trade market, which remains dominant in the country, grew by +11.8% in 2024 compared to 2019. During the Covid-19 pandemic, disposable income per capita increased slightly thanks to government aid, which helped boost the consumption of higher-quality wines. After the pandemic, wine imports also rose. These two factors contributed to an increase in the number of wine buyers in this market compared to 2019.

Economic report written by the Markets and Development Unit - BIVB – March 2025
(sources: Customs DEB&EMEBI+DAU - IWSR –- BIVB)

Contact:   Cécile Mathiaud – Head of PR at the BIVB
Phone: +33 (0)6 08 56 85 56 – cecile.mathiaud@bivb.com