Brazil emerges as key growth market for global wine producers

The Brazilian wine market is seeing increased interest from global producers as it shifts from a secondary market to a strategic priority. Portuguese producer Grupo Bacalhôa, which operates in 61 countries, reported selling 1.9 million bottles in Brazil in 2025. The company anticipates selling 2.2 million bottles in 2026, representing an estimated 16% growth.

Bacalhôa’s brands, including Casal Mendes and JP Azeitão, are key drivers in the region. To meet evolving consumer trends, the company has also introduced non-alcoholic options like Catarina Zero Álcool. Across the Americas, including the US, Canada, Mexico, Peru, and Uruguay, Bacalhôa projects total sales of 3.5 million bottles for 2026.

Industry executives note that while Brazil remains a beer-dominated market—with beer accounting for approximately 88-89% of beverage market share—global brands are increasingly prioritizing the country. Strategies to capture new consumers include promoting white, rosé, and sparkling wines, which align with local preferences for light, chilled beverages.