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Created with the holding JLX, Le Prince brings together seven labels curated by Master of Wine Dirceu Vianna Júnior. The brand bets on everyday consumption in a country that drinks little, and the Neymar Family projects selling more than 4 million bottles of wine in the first year.
The Neymar Family sold 300,000 bottles of wine even before opening its doors, with labels ranging from R$ 59 to R$ 50,000, numbered and associated with moments in the player’s career, aiming to earn R$ 100 million in the first year of operation. The bet marks the family’s entry into the beverage sector.
Combining a passion for wine with entrepreneurship, the Neymar Family decided to enter the sector and launched Le Prince, a brand created in partnership with the holding JLX. According to information from revista pegn, the proposal is to bring Brazilian consumers closer to labels from different origins and incorporate the beverage into daily life. The brand name refers to the nickname Prince of the Village, linked to Neymar Jr’s trajectory at Santos. Before the launch, the brand claims to have sold 300,000 bottles in advance and projects to earn R$ 25 million with 1 million units initially and R$ 100 million with more than 4 million bottles in the first year, reaching 10 million labels by the end of 2026. The portfolio, of seven labels, is curated by Dirceu Vianna Júnior, holder of the Master of Wine title.
The entry of the Neymar Family into the wine market
Combining a passion for wine with entrepreneurship, the Neymar Family decided to enter the sector and launched Le Prince, a brand created in partnership with the holding JLX. The proposal is to bring Brazilian consumers closer to wine bottles from different origins and incorporate the beverage into daily life.
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Unlike traditional launches, which usually target premium products to audiences with greater purchasing power, Le Prince was created to break the idea that wine is restricted to formal moments. The brand name refers to the nickname Prince of the Village, linked to Neymar Jr’s trajectory at Santos.
300 thousand bottles sold before the debut and projections
image: GPS.Brasília
Before the launch, the brand claims to have sold 300 thousand bottles of wine in advance. At the start of the operation, the expectation is to earn R$ 25 million with the sale of 1 million units.
image: GPS.Brasília
Over the first year, the projection rises to more than 4 million bottles sold and revenue of R$ 100 million, and the brand estimates reaching 10 million labels by the end of 2026. These are projections from the company itself, which is just starting to operate, and still depend on consumer response.
A country that drinks little wine
image: GPS.Brasília
The business bets on the growth potential of the Brazilian wine bottle market, still underdeveloped. The average consumption is about 2.5 liters per person per year, well below neighboring countries like Chile, where this volume reaches up to 20 liters annually.
In this scenario, the bet on everyday consumption gains weight, as the brand wants to take the drink out of formal occasions. The challenge, however, is not small: convincing an audience that still drinks little wine to make the product part of the routine, in a market much less mature than that of South American neighbors.
Seven labels and the curation of a Master of Wine
The portfolio consists of seven labels and is curated by Dirceu Vianna Júnior, and this is the first time that the professional, holder of the Master of Wine title, has taken on the technical selection of a Brazilian brand. The catalog is organized into four lines, which bring together wine bottles of different origins, styles, and proposals.
The Red line features Chilean wines from the Terraustral winery, with a suggested price of R$ 59.90; the Black line includes two Spanish wines, from the Rioja region and the Albariño type, priced between R$ 149 and R$ 199.90; the Green line has two European wines, including a French one from Châteauneuf-du-Pape, priced between R$ 250 and R$ 350.
The Blue line, produced in partnership with a Bordeaux winery in France, has numbered bottles associated with moments from Neymar Jr’s career, with prices that can reach R$ 50 thousand.
With Le Prince, the Neymar Family entered the wine market selling 300 thousand bottles of wine even before opening its doors, with a portfolio of seven labels curated by a Master of Wine and prices ranging from R$ 59.90 to R$ 50 thousand in the most exclusive line.
The brand projects revenue of R$ 100 million and more than 4 million bottles in the first year, with an estimate of 10 million by the end of 2026, betting on everyday consumption in a country that still drinks little wine, about 2.5 liters per person per year.
Whether the projections will become reality depends on how the Brazilian market responds to the proposal of taking wine out of formal occasions and bringing the drink into everyday life.
And you, what do you think of the Neymar Family wine brand and its prices? Would you pay R$ 50 thousand for a numbered bottle? Share your opinion and exchange ideas with other readers about business and consumption.
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