Brazil's middle class wakes up to wine
( 2009-03-26 - Meininger's Wine Business International)
https://www.meininger.de/en/wine-business-international/news/brazils-middle-class-wakes-wine
Simon Tarmo
Brazil is a country on the rise and is poised to take an increasingly prominent position on the global wine scene. Research published in mid-2008 by the International Wine and Spirit Record (IWSR) shows that Brazil is now Latin America's second biggest consumer of wine by volume, with its 326m litres in 2006 putting it behind only Argentina.
The same research predicts that by 2011 Brazilian consumption will reach 369m litres, a 13% increase from 2006. Although even then it will still be at only around 10% of world consumption leaders France and Italy, and well outside the top ten, Brazil, with a population of around 200m and counting, offers ample room for growth.
Specifically, three key trends indicate that the Brazilian market is primed for significant expansion over the coming decades.
First, the groups that consume the most wine in Brazil, the middle and upper classes, are drinking more each year. Market research conducted at the beginning of 2008 by the Brazilian Institute of Wine (IBRAVIN) found that while per head consumption remained well below 2 litres, the 48% of the population that drinks wine 'with frequency' was consuming 5.2 litres per capita. Further still, the study predicts that these drinkers will steadily increase their annual intake to reach 9 litres by 2030. Earlier, more optimistic IBRAVIN research has predicted that concerted efforts to raise consumption could help bring the overall per head figure to 9 litres by 2025, a scenario that would see Brazil quickly closing in on the top five countries for wine consumption by volume.
Second, Brazil's strengthening economy is helping to create more wine drinkers. Although initially shaken by the global financial crisis (GFC), many believe the worst is already over for Brazil. After a decade of growth the country's GDP should remain in positive territory while unemployment, which dropped over 30% from 2003-2008 to reach a record of 6.8%, is expected to remain relatively low. Importantly, this economic development has seen the Brazilian middle class swell significantly in recent years and in mid 2008 it represented the majority of the population for the first time ever, with 52% (research institute Fundação Getulio Vargas). Considering that the same IBRAVIN research mentioned above predicts that overall spending on wine by the Brazilian middle class will be 39% higher in 2011 than in 2006, this upward social mobility will play a key role in augmenting the country's total consumption over the coming years.
Thirdly, following a surge in popularity of wine education and events, Brazilian drinkers are seeking better quality. While to this day around two thirds of the wine consumed in Brazil falls into the category of 'table wine', the slice considered 'fine wine' has been growing strongly in recent years thanks to an influx of imports, which now make up a record 80% of the 'fine wine' category. According to the Brazilian Union of Vitiviniculture (UVIBRA), from 2002-2008 wine imported into Brazil grew 220% in volume but jumped an even more impressive 300% in value; both unmistakable indicators of escalating demand for higher quality wine. Moreover, this surge of imports has also forced Brazilian winemakers to improve their products and marketing, giving consumers an increasingly comprehensive choice of quality wines.
Despite these positive signs, 2008 will not be shown to be a great year for the Brazilian market, although only in part because of the GFC. While figures are not yet available, a range of indicators suggest that there will be little growth and potentially a drop in overall wine consumption by volume for 2008. The main culprits have been the massively fluctuating Brazilian currency, which encouraged imports early in the year but confused the market following its major devaluation during the crisis, while the government's decision to introduce a zero tolerance policy for drink driving at the beginning of 2008 has made a big impact across the alcohol sector.
Importantly, however, the three trends described above look to have remained in force and should push consumption levels higher as things settle down. Some telling evidence that the market remains healthy surfaced during February when the fourteenth edition of Fenavinho, Brazil's biggest event for the wine sector, was realised with record sales and attendance levels. The 79 nationally-based buyers that attended made almost $3.3m worth of purchases, ten times that of the previous event, while the 175 thousand attendees marked a 17% increase from 150,000 in 2007.
( 2009-03-26 - Meininger's Wine Business International)
https://www.meininger.de/en/wine-business-international/news/brazils-middle-class-wakes-wine
Simon Tarmo
Brazil is a country on the rise and is poised to take an increasingly prominent position on the global wine scene. Research published in mid-2008 by the International Wine and Spirit Record (IWSR) shows that Brazil is now Latin America's second biggest consumer of wine by volume, with its 326m litres in 2006 putting it behind only Argentina.
The same research predicts that by 2011 Brazilian consumption will reach 369m litres, a 13% increase from 2006. Although even then it will still be at only around 10% of world consumption leaders France and Italy, and well outside the top ten, Brazil, with a population of around 200m and counting, offers ample room for growth.
Specifically, three key trends indicate that the Brazilian market is primed for significant expansion over the coming decades.
First, the groups that consume the most wine in Brazil, the middle and upper classes, are drinking more each year. Market research conducted at the beginning of 2008 by the Brazilian Institute of Wine (IBRAVIN) found that while per head consumption remained well below 2 litres, the 48% of the population that drinks wine 'with frequency' was consuming 5.2 litres per capita. Further still, the study predicts that these drinkers will steadily increase their annual intake to reach 9 litres by 2030. Earlier, more optimistic IBRAVIN research has predicted that concerted efforts to raise consumption could help bring the overall per head figure to 9 litres by 2025, a scenario that would see Brazil quickly closing in on the top five countries for wine consumption by volume.
Second, Brazil's strengthening economy is helping to create more wine drinkers. Although initially shaken by the global financial crisis (GFC), many believe the worst is already over for Brazil. After a decade of growth the country's GDP should remain in positive territory while unemployment, which dropped over 30% from 2003-2008 to reach a record of 6.8%, is expected to remain relatively low. Importantly, this economic development has seen the Brazilian middle class swell significantly in recent years and in mid 2008 it represented the majority of the population for the first time ever, with 52% (research institute Fundação Getulio Vargas). Considering that the same IBRAVIN research mentioned above predicts that overall spending on wine by the Brazilian middle class will be 39% higher in 2011 than in 2006, this upward social mobility will play a key role in augmenting the country's total consumption over the coming years.
Thirdly, following a surge in popularity of wine education and events, Brazilian drinkers are seeking better quality. While to this day around two thirds of the wine consumed in Brazil falls into the category of 'table wine', the slice considered 'fine wine' has been growing strongly in recent years thanks to an influx of imports, which now make up a record 80% of the 'fine wine' category. According to the Brazilian Union of Vitiviniculture (UVIBRA), from 2002-2008 wine imported into Brazil grew 220% in volume but jumped an even more impressive 300% in value; both unmistakable indicators of escalating demand for higher quality wine. Moreover, this surge of imports has also forced Brazilian winemakers to improve their products and marketing, giving consumers an increasingly comprehensive choice of quality wines.
Despite these positive signs, 2008 will not be shown to be a great year for the Brazilian market, although only in part because of the GFC. While figures are not yet available, a range of indicators suggest that there will be little growth and potentially a drop in overall wine consumption by volume for 2008. The main culprits have been the massively fluctuating Brazilian currency, which encouraged imports early in the year but confused the market following its major devaluation during the crisis, while the government's decision to introduce a zero tolerance policy for drink driving at the beginning of 2008 has made a big impact across the alcohol sector.
Importantly, however, the three trends described above look to have remained in force and should push consumption levels higher as things settle down. Some telling evidence that the market remains healthy surfaced during February when the fourteenth edition of Fenavinho, Brazil's biggest event for the wine sector, was realised with record sales and attendance levels. The 79 nationally-based buyers that attended made almost $3.3m worth of purchases, ten times that of the previous event, while the 175 thousand attendees marked a 17% increase from 150,000 in 2007.