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Brazilian consumption rises 41.9% in 2025, reaches the highest volume of the series and places the country among the few positive highlights of the global wine market
The Brazilian market for wines recorded, in 2025, a rare advance in the international scenario. The country reached the highest consumption in its history, according to estimates released by the International Organisation of Vine and Wine (OIV) on Tuesday, May 12, 2026.
Brazil consumed 4.4 million hectoliters of wine in 2025. The volume represents an increase of 41.9% over 2024, a year marked by exceptionally low performance. Each hectoliter equals 100 liters.
The result drew attention because it went against the global market trend. Worldwide consumption totaled 208 million hectoliters in 2025, with a decrease of 2.7% for the year and an accumulated decline of 14% since 2018.
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Brazil grows while major markets reduce consumption
The global decline affected some of the main consumer markets. Argentina recorded a decrease for the fifth consecutive year, with 7.5 million hectoliters consumed in 2025, a drop of 2.6% from the previous year.
The United States, which for many years led the global wine market, reduced consumption by 4.3%, to 31.9 million hectoliters.
France, the main market in the European Union, also maintained its downward trajectory. French consumption fell 3.2% in 2025, reaching 22 million hectoliters.
Italy showed an even stronger decline. The country consumed 20.2 million hectoliters, a volume 9.4% lower than recorded in 2024.
Change in habits pressures wine worldwide
The OIV links the international decline to changes in consumer behavior. The entity also points to accumulated effects since the covid-19 pandemic, such as loss of household purchasing power, increased costs, and higher prices.
Three markets played an important role in this movement: United States, France, and China. The Chinese case draws attention due to its loss of position in the global ranking.
China currently occupies the 11th position among the largest wine consumers. In 2020, the country was in sixth place but has continuously reduced its purchases since 2018.
Portugal and Japan appeared among the few markets with growth during the period. Portugal was the only country among the world’s top ten consumers to experience growth in 2025, driven by domestic demand.
Brazilian Vineyards Advance for the Fifth Consecutive Year
The Brazilian highlight also appeared in cultivation. The country expanded the area dedicated to wine grapes for the fifth consecutive year, reaching 91 thousand hectares of vineyards in 2025.
The growth was 9.6% compared to 2024, a result that reinforces the contrast with major international producers.
Spain, which has the largest vineyard area in the world, ended 2025 with 919 thousand hectares, a decrease of 1.3% for the year.
Argentina maintained the contraction trajectory that began in 2015. The country reached 196 thousand hectares in 2025, a reduction of 1.9% compared to the previous year.
Chile also reduced its cultivated area. Chilean vineyards totaled 154 thousand hectares in 2025, a decrease of 3.7% for the year and an accumulated reduction of 27% since 2019.
Brazil Becomes an Outlier in the Global Market
The Brazilian performance placed the country in a prominent position within a sector pressured by declining consumption, changing habits, and rising product costs.
The simultaneous advance in consumption and vineyard area made Brazil one of the few examples of growth in the global wine market in 2025.
Major consumers reduced purchases, traditional producers shrank cultivated areas, and global demand weakened. Brazil, on the other hand, set records, expanded vineyards, and gained relevance on the international stage.
Could this advance transform Brazil into one of the most strategic wine markets in the world in the coming years?
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