The Latin American wine market is showing strong growth, particularly for premium wines, as younger, affluent consumers in the region embrace high-end products.
While traditional markets like the United States and Europe experience stabilization or slight declines in consumption, wineries are turning their focus to emerging regions, including Africa, India, and Latin America, to sustain growth.
According to Kamara Snow, VP of Southern Glazer's Wine & Spirits Travel Retail Sales and Export Division, demand in Central and South America, as well as Mexico, is driven by evolving consumer preferences, a growing middle class, and interest in premium wine experiences.
Spanish producers are particularly well-positioned due to cultural and linguistic affinities. Enrique Murillo, international director of González Byass, notes that Latin America has been a key market since the 1970s, with notable sales growth in Chile, the Dominican Republic, Colombia, Brazil, and Ecuador. Although per capita wine consumption remains low—less than two liters per year in Brazil—interest is rising, especially among women and young consumers. Potential EU-Mercosur trade agreements may further facilitate market access by reducing tariffs.
Sparkling wines are also experiencing strong demand. Enore Ceola, CEO of Freixenet Mionetta USA, reports double-digit export growth in Mexico, South America, Puerto Rico, and the Dominican Republic, with consumers increasingly embracing sparkling wine for various occasions.
French producers are expanding their presence as well. Mathilde Chapoutier of M. Chapoutier observes growing openness to wine in countries like Honduras, Ecuador, and Peru, despite political and economic challenges. Approximately 70% of Chapoutier’s Latin American sales are concentrated in Mexico, Brazil, Panama, Uruguay, and Paraguay, focusing on urban restaurants and tourist destinations.
Social media and digital communication are proving crucial in attracting young consumers. Meliza Jalbert of Hope Family Wines highlights growth in Puerto Rico (9.5%) and Ecuador (28%), with Mexico remaining the primary market.
Although wine remains a niche product compared to beer or spirits, wineries are positioning their brands in fine dining and gourmet establishments, particularly in urban and tourist areas such as Riviera Maya and Mexico City, targeting consumers willing to pay for quality.
Joe Lange, international director of LangeTwins Winery, emphasizes building strong distributor relationships and focusing on long-term market presence rather than short-term trends. Tourist hubs like Los Cabos and the Riviera Maya serve as entry points before expanding to cities like Monterrey and Guadalajara.
Overall, Latin America is becoming a strategic region for premium wine exports, thanks to demographic growth, economic dynamism, and evolving consumer tastes, even as producers navigate the volatility of international markets.
Source: Vinetur