Brazil Emerges as Key Growth Market for Chilean Wine Exports
The number of regular wine consumers in Brazil is rising—especially among women and higher-income groups—according to Angelica Valenzuela, commercial director of Wines of Chile. The shift marks a major opportunity for Chilean producers, who are now focusing their marketing efforts on positioning Chile as a leading source of premium, sustainable wines.
Despite global headwinds, Chile’s overall wine exports have remained stable in 2025, with mixed performance across key markets. Shipments increased to Canada, Japan, Ireland, and South Korea, while Mexico, the Netherlands, and the United Kingdom saw declines. Exports to China dropped nearly 23%, reflecting a broader slowdown in wine consumption there.
In contrast, Brazil has become a standout success, with Chilean wine shipments climbing nearly 10% this year. The growth has solidified Brazil’s status as Chile’s top export destination, now accounting for nearly half of all wine imported by Brazil—a share Valenzuela described as showing “enormous expansion potential.”
The strength of the Brazilian market has helped offset losses in the United States, where exports have fallen 13% in the first seven months of 2025. Valenzuela attributed the decline to tariffs imposed under the Trump administration, which producers and importers initially absorbed but are now passing on to consumers.
“What we see now is an American market that’s less dynamic and is declining,” Valenzuela said.
As Chilean wine brands adjust to changing global demand, the country’s producers are betting on Brazil’s growing appreciation for quality wines to sustain export momentum through the remainder of the year.
Despite challenges in key markets, Chile’s overall wine exports have remained relatively steady in 2025, buoyed by gains in some regions and offset by declines elsewhere.
Export Data & Market Trends
Chile exports around 867 million liters of wine annually to 141 countries, with a total value of approximately US$1.97 billion.
In the first six months of 2025, about 22.5 million boxes (roughly 202 million liters) were shipped, generating US$605.5 million, with an average price of US$26.9 per box.
Bottled wine exports in 2025 climbed by 2.2%, reaching US$622 million.
Meanwhile, Chile’s 2024 wine production dropped 15.6%, to about 930 million liters, due to adverse climate conditions.
Brazil: A Bright Spot
Brazil has quickly become the standout performer in Chile’s export portfolio:
Shipments to Brazil in 2025 jumped nearly 10%, helping the country overtake other markets as Chile’s top export destination.
Chile now accounts for almost half of Brazil’s wine imports.
In 2024, the Brazilian market recorded double-digit growth in both volume and value for Chilean bottled wine, with increases of nearly 30% year-on-year.
Valenzuela emphasized that Brazil’s growing wine consumption—especially among women and wealthier consumers—creates a fertile environment for premiumization and sustainable branding.
Slips in Other Markets
While Brazil rises, other markets have presented headwinds:
Exports to China fell nearly 23% in 2025 amid weakening demand.
The United States saw a 13% decline in Chilean wine exports during the first seven months of the year.
Tariffs imposed under the Trump administration are now being passed on to consumers, dampening demand.
Mexico, the Netherlands, and the UK also saw modest declines, while Canada, Japan, Ireland, and South Korea recorded small gains.
Growth in Chilean Wine Exports by Market (2025)
Strategic Outlook
Premium and Sustainable Focus – Chilean producers are doubling down on higher-value wines with eco-friendly credentials.
Brazil as a Core Growth Engine – Brazil’s expanding consumer base offers strong potential for premium segments.
Challenges in Traditional Markets – Tariffs in the U.S. and weakening consumption in China highlight risks of over-reliance on large markets.
Production Constraints – Lower yields are pushing producers to prioritize value over volume.
“What we see now is an American market that’s less dynamic and is declining,” Valenzuela said.
