The recent trade agreement signed between the European Union and Mercosur countries (Argentina, Brazil, Paraguay, and Uruguay) is set to significantly impact the wine market in Brazil. This agreement, which was finalized on January 17 in Asunción, will gradually eliminate the existing 27% tariff on European wines over the next ten years. This tariff removal is anticipated to boost the consumption of wines from Portugal, Spain, Italy, and France among Brazilian consumers, who currently favor wines from Mercosur countries that benefit from tariff-free trade within the bloc.

With two-thirds of the wine consumed in Brazil originating from Mercosur nations, the expected influx of European wines could diversify available options in the Brazilian market. Experts like Pedro Oliveira, director of the Porto wine import company, foresee a significant evolution in Brazilian wine appreciation, allowing consumers to explore a broader spectrum of flavors and varieties. This could introduce consumers to indigenous grape varieties from European countries which may have previously been less accessible due to high tariffs.

In essence, this agreement not only opens up new opportunities for European vintners but also enriches the Brazilian wine experience. It may lead to increased competition among wine producers, offering Brazilian consumers more choices and potentially changing drinking habits as they gain access to a wider range of wines, enhancing both culinary pairings and overall appreciation of wine culture in Brazil.