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  • Forget beer and caipirinhas, Brazilians are going for a glass of vino
  • Forget beer and caipirinhas, Brazilians are going for a glass of vino
    Luis Calçada, Creative Commons (2011) ©
CASE STUDY

Sonoma: educating Brazil’s sommeliers-in-training

Beer and caipirinhas may be popular in Brazil, but the natives are now just as likely to order a soft and woody Chilean or a large, cool glass of Argentinian Torrontés. But with only 37% of Brazilians feeling confident in their wine knowledge, can Sonoma help educate these wannabe sommeliers?

Location Brazil

Scope
Brazilians are now just as likely to order a soft and woody Chilean or a large, cool glass of Argentinean Torrontés as they are a caipirinha or a beer. With wine consumption on the rise, Brazilians are finding a greater variety of national and imported brands in their local shops and supermarkets. But since this is a new drinking habit for many, picking the right bottle can be a daunting task. Only 37% of consumers in Brazil feel confident in their wine knowledge. [1]

This indecision has been turned into a business opportunity by Alykhan ...

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