“The Brazilian Challenge: how to add a large potential market to the elite’s tradition of small consumption?”

THE SITUATION IN BRAZIL

BRICS

Expression coined in 2001 to describe the emergence of a group of countries considered to be new economic powers, namely Brazil, Russia, India and China (BRICS in 2011, with South Africa).

  • Between 2003 and 2007, growth in these large emerging economies accounted for 65% of global GDP expansion. In 2003, they accounted for 9% of global GDP, and in 2009, 14%.
  • Brazil’s overvalued image: a reversal of perspective Previously, Brazilians travelling abroad felt obliged to defend their country from any kind of criticism (with the exception of carnival, beaches and futebol – and even then!). Since the 2000s, however, the situation has changed: Brazilians are now keen to curb foreigners’ enthusiasm for Brazil.

We thought that the boom in the Chinese market, as well as in Russia and India, was bound to be replicated in Brazil.

THE ECONOMIC SITUATION

GDP in Brazil and China

The absolute value of the growth rate, significantly higher in China. The stability of Chinese growth, and the instability of Brazil’s growth curve.

THE WINE MARKET: reality (and potential)

Population (2014): 203 million = Germany + Italy + France
Per capita wine consumption: ~2.0 liters/year (80% red wines)
75% of wines are imported – 100 million bottles/year

85% of wine consumption: Southeast and South
50% in the state of São Paulo (40 million inhabitants)

The projected population growth pyramid shows a greater concentration of the workforce by age between 20 and 50, which is favorable for any consumer market, particularly the wine market (concentration of potential consumers).

WINE CULTURE: French influence

Until the 1960s-1970s, the intellectual elite (and the financial elite too, at least in part) were strongly influenced by French habits and references – great French wines

Tarsila do Amaral (1886-1973), one of Brazil’s most important painters

Historian, painter and collector of works of art and first editions of books, João Fernando (Yan) de Almeida Prado (1898-1991) – “Pensão Humaitá” brotherhood, since the 1930s

Close

Appel 2025

APPEL DE L’ACADEMIE INTERNATIONALE DU VIN AUX CHEFS D’ETAT ET DE GOUVERNEMENT 
PRESENTS A NEW YORK POUR L’ASSEMBLEE GENERALE DU 80E ANNIVERSAIRE DE L’ONU

Mesdames et Messieurs les Chefs d’État et de Gouvernement, 
 
Comment prévenir et maîtriser les maladies non transmissibles sans pour autant renier le fondement de nos 
cultures, sans effacer ce qui fait vivre nos civilisations ? Voilà l’équilibre que vous devrez trouver le 25 septembre 
prochain, lors de la 4ᵉ réunion de haut niveau des Nations Unies sur la prévention et la maîtrise des maladies non 
transmissibles et la promotion de la santé mentale et du bien-être. 
Le vin est au cœur de cette interrogation. Trop souvent, on le réduit à une molécule d’alcool. Trop sommairement, 
on l’accuse d’être une drogue. Mais trop rarement, on pense à ce qu’il incarne. Issus de vingt pays différents, les 
membres de l’Académie Internationale du Vin souhaitent vous mettre en garde contre le danger de réduire le vin 
à un risque sanitaire, et d’oublier ainsi sa dimension culturelle, sociale et humaine. Voici ce qui est en jeu…

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