To celebrate Consumer Day, which takes place on March 15th, Wine, the world’s largest wine subscription club, has prepared a special campaign for its customers, with discounts of up to 80% and exclusive benefits throughout Consumer Week, which runs from March 12th to 19th.
Wine lovers will have access to unbeatable offers, such as kits with gifts, flash promotions with wines for R$1 (on purchases above R$299), free shipping to the Southeast region, and special conditions for other regions.
“Consumer Day is a date that highlights the importance of consumer rights and an occasion to strengthen ties with our customers,” says Laura Barros, Marketing Director of Wine Group. “Our campaign was designed to offer not only attractive discounts but also the opportunity to experience high-quality wines. This is a way to thank customers for their trust and partnership.”
Expansion of wine consumption
According to the IWSR Brazil Wine Landscapes 2025 study, wine consumption in Brazil continues to grow. The number of regular consumers of the beverage increased from 34.9 million in 2019 to 44.2 million in 2024, while the number of weekly drinkers rose from 26.9 million to 31.4 million in the same period. The conversion rate of adults who became regular consumers remained stable at 26% in recent years, indicating significant market loyalty.
According to Laura, this expansion occurs alongside some changes in the consumption habits of Brazilians. “We have seen an increase in consumers in the wine category. During the pandemic, wine consumption shifted to the home, but in recent years, it has occurred both inside and outside the home. We have observed a growth in the presence of wines on restaurant and bar menus that previously did not offer the beverage.”
Betting on the Brazilian palate
The sparkling wine sector also stands out, moving 37.2 million liters and R$2.1 billion in 2024, according to data from Ideal BI. Domestic production dominates the market, representing 81.5% of the volume consumed and 71% of the value generated. “The sparkling wine category is what Brazilian consumers consume the most when it comes to national wines. Eight out of ten sparkling wines consumed in Brazil are locally produced. At Wine, we have a special production with the Entre Dois Mundos winery and the Miolo Group, which is the Maraví line, exploring this Brazilian expertise with three labels crafted for the Brazilian palate: Brut, Brut Rosé, and Moscatel,” says the executive.
Customer experience and taste, in fact, are in the company’s DNA, which is based on an in-depth analysis of consumption habits to offer products and services. Wine has over 1 million cataloged wine reviews, and the development of proprietary brands is based on this data. “We use this intelligence to understand consumer movements in minute detail, encompassing not only the liquid (flavor and appearance) but also the presentation of the products (bottle, corks, and label),” she explains.
Discovering labels
The entire Wine website will be on sale during Consumer Week. To discover labels with great cost-benefit, Wine sommelier Thamirys Schneider, has selected some recommendations.
Highlighted is the U by Undurraga D.O. Región del Valle Central Sauvignon Blanc 2023, a young, light, and citrusy Chilean white, ideal for pairing with summer snacks like fish, fries, and shrimp.
Another suggestion is the Espumante Maraví Rosé Brut, which has high creaminess and complexity, making it an excellent choice to pair with meats, vegetables, and dishes like vinaigrette and salpicão.
For lovers of light reds, the recommendation is the Monteguelfo D.O.C.G. Chianti 2023, a wine that brings the distinctive expression of the Sangiovese grape, with a balanced and fresh palate.
