U.S. Wine Market Landscape Study for the Brazilian Government

The Consulate of Brazil in Houston commissioned a comprehensive market research study to understand the U.S. wine landscape and identify opportunities for Brazilian producers seeking to enter or expand within the market. The study aimed to assess market size, growth potential, regulatory challenges, and distribution pathways to support Brazilian exporters and trade policymakers.

Lucron conducted a comprehensive market landscape assessment that combined secondary research and expert interviews with top U.S. distributors, brand managers, and wine market analysts.

The research analyzed:

Market size and projected growth by value and volume

Import vs. domestic market share dynamics

Competitive landscape and key wine-producing corporations

Consumption patterns by demographics and geography

Federal and state regulatory frameworks governing wine imports

Distribution systems and logistics pathways for imported wines

This multi-source methodology integrated industry data (Nielsen, Wine Institute, Silicon Valley Bank, and others) with insights from executives at leading distributors like Southern Glazer’s Wine & Spirits.

The U.S. wine market, valued at $72 billion in 2019, remains the largest globally by value and volume, with growth concentrated in premium wine segments.

Imported wines account for roughly one-third of total volume, with stronger performance on the East Coast and in metropolitan markets such as New York, Florida, and Texas.

Millennial consumers are driving demand for premium and international wines, showing lower brand loyalty but higher openness to imports.

The primary entry barrier for new brands is distributor access — the top 10 distributors control nearly three-quarters of market volume.

Regulatory frameworks, including the TTB’s Certificate of Label Approval (COLA) process, remain a critical compliance step for new entrants.

The study provided the Brazilian government with:

A clear roadmap for market entry and positioning of Brazilian wines in the U.S.

Identification of growth regions and premium pricing segments with the highest adoption potential.

Actionable guidance on regulatory compliance, distribution strategy, and importer engagement.

Strategic recommendations for trade promotion and partnership opportunities in key U.S. states.

By delivering a fact-based and actionable market view, Lucron equipped Brazilian trade officials and producers with the insight needed to compete effectively in the U.S. wine industry.

About Lucron Insights

Lucron Insights helps organizations make confident, evidence-based decisions through customized market research and analysis. We combine data, expert interviews, and industry intelligence to uncover opportunities, assess risks, and guide strategic growth across international markets.