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Brazil: a promising and complex market



In recent years, wine consumption in Brazil has experienced significant growth, transforming the country into an increasingly attractive market for wine producers, including Italian ones.


According to data from the International Organisation of Vine and Wine (OIV), total wine consumption in Brazil rose by 11.6% in 2023 compared to 2022, returning to the levels seen in 2020-2021.

Imports reached a value of €464 million, with a 5% increase in volume, totaling 1.6 million hectoliters.

Despite these encouraging signs, Italy, a global leader in the wine sector, struggles to secure a prominent position in the Brazilian market.

Currently, the market is dominated by Chile and Argentina, two countries that, thanks to free trade agreements within Mercosur, enjoy significant competitive advantages.



One of the main factors limiting the expansion of Italian wines in Brazil is customs duties.

Brazil imposes very high import tariffs on wines, ranging from 20% to 27% of the product's value. This makes European wines, including Italian ones, far less competitive compared to wines from other countries.


Chile and Argentina: thanks to free trade agreements within Mercosur, Chilean and Argentine wines benefit from significantly reduced or even zero customs duties. This allows them to offer lower retail prices and secure a significant share of the market.


Italy and the rest of Europe: the absence of similar trade agreements with Brazil severely disadvantages Italian and French wines, which end up being more expensive for Brazilian consumers.


The additional barrier of internal taxes

In addition to customs duties, Brazil imposes high internal taxes, such as:

  • ICMS (Tax on the Circulation of Goods and Services): This varies by state and can reach up to 25%.

  • IPI (Tax on Industrialized Products): This further increases the cost of imported products.


These taxes can raise the final price of wine by over 50%, further reducing the competitiveness of European wines compared to locally produced wines or those imported from neighboring countries.


Why does Brazil still represent a promising market?

Despite these barriers, Brazil presents a unique opportunity for Italian wines, one that requires strategic effort.

  • The growing consumption of wine in the country, driven by an expanding middle class and an increasing interest in quality products, leaves room for targeted strategies. Brazilian consumers are showing a growing appreciation for white wines, rosés, and sparkling wines—categories in which Italy excels.

  • Additionally, the increase in wine imports in 2023 (+5% in volume) indicates a rising demand that can be captured with focused initiatives, such as marketing campaigns, food and wine events, and strategic partnerships with local importers.


Strategies to Overcome the Barriers

To compete in such a complex market, several actions could be taken:

  1. Bilateral Agreements: Encourage and collaborate with Italian and European institutions to negotiate more favorable trade conditions with Brazil, reducing customs duties.

  2. Focus on Specific Niches: Promote wine categories less subject to direct competition, such as sparkling and rosé wines, which are gaining significant popularity in Brazil.

  3. Local Partnerships: Work with Brazilian distributors and retailers to improve market presence and optimize logistics.

  4. Events and Education: Raise awareness among Brazilian consumers about the excellence and diversity of Italian wines, emphasizing their cultural and qualitative value.


The Brazilian market offers significant opportunities for Italian wine exports but requires a strategic approach to overcome tariff and tax barriers.

The growth in consumption and the shifting preferences of Brazilian consumers are extremely positive signals. However, investing in solutions that make Italian wines more accessible is essential, as they have all the qualities needed to capture a larger share of this emerging market.

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