The perspective of organic wine in Brazil – trends, demands and production

Abstract

This work aims to analyze the productive reality and propose a panorama for the Brazilian organic wine production, from the perspective of producers, representatives of the sector, market and consumers, thus seeking to highlight the market perspectives and adequacy to the consumers' aspirations. This production that aims to meet a growing demand for sustainable products, which include organic, biodynamic and natural foods, combined with the growing Brazilian tendency to consume better quality wines. To prosecute this study, an exploratory research was developed, interviewing twenty consumers, one intermediary, one representative of the sector and four wineries. The data were analyzed crossing the information collected with these actors and bring out key contents. The results show that production is not aligned with consumer demand that it is still necessary to review the information made available to consumers, in addition to making it clearer, other values could be aggregated to those products or better communicated. On this way, it is possible to conclude that an intermediate product between organic and conventional, which has sustainable practices in its production could meet the current demand, so that in the future it can produce an organic product that corresponds to the consumer's demand.