WINE "CONFRARIA": A MODEL TO INSPIRE THE WORLD

The Heart of Wine Culture: Connection and Community.

In this article, Maria Paula Almeida explores the unique Brazilian tradition of confrarias — wine communities that are redefining how we connect. These gatherings bring people together, not just to share wine, but to foster cross-generational bonds and create spaces of belonging in an increasingly isolated world.

Cross-Generational Magic - In confrarias, people of all ages come together as equals. Young wine lovers bring fresh curiosity, while seasoned enthusiasts share their stories and knowledge. It’s about connection, learning, and celebrating what each person brings to the table.

A Place to Belong - More than just wine clubs, confrarias are a social lifeline. They offer a sense of purpose and belonging, reminding us of the power of human connection in a world dominated by virtual interactions.

Beyond the Wine - Maria Paula’s own confraria, 'Vinho pra Elas', is proof that these spaces are about more than wine. They empower, inspire, and connect — creating friendships and support systems that outlast any bottle.

Maria Paula’s insights remind us that wine isn’t just about taste; it’s about the relationships it helps us build. Read her article now to discover how confrarias are reshaping wine culture in Brazil and bringing people together like never before.

#WineCulture #CommunityAndConnection #CrossGenerationalWine #MariaPaulaAlmeida #MoreThanWine #rethinkingthewineindustry

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The Brazilian Spirit of Bringing People Together

As a Brazilian, I can say without a doubt that Brazil is known as a land of conviviality. Sharing food, drinks, and stories is a part of who we are. Whether we come together for family barbecues, Sunday lunches, or to celebrate football, we love the ritual of gathering. Brazilians have a special capacity to connect to one another.

In the world of wine, this sense of community extends naturally to the "confrarias"—a term we could translate as wine communities, as they serve as spaces for connection, learning, and enjoyment.

What is a "Confraria" and how do they translate across cultures?

These “confrarias” are informal groups of wine enthusiasts who unite around a common passion for wine. These gatherings bring together people of all ages, genders, and expertise levels. Everyone is welcome in these groups. Members, called confrades, sit side by side to taste and discuss wines, but the heart of a confraria lies in sharing experiences and building relationships.

For example, most “confrarias” have regular monthly meetings, usually in casual settings, like a restaurant or someone’s home. The most common format is that everyone brings a bottle to share, which is an excellent chance to discover a wide range of labels and styles. These wine groups serve as a space for wine knowledge to be shared in a practical, approachable manner — demystifying it for newcomers and deepening the appreciation of regular drinkers.

The term “confraria", unfortunately, doesn't translate easily into every language, but similar concepts can be expressed as wine communities, wine clubs, or wine circles. The Brazilian model is informal and inclusive, and the foundation of its principles — connection, education, and enjoyment — can be adapted to other cultures worldwide.

The Brazilian wine market

Brazil’s wine consumption has changed course dramatically in recent years, especially during the pandemic, when consumption hit record levels. Today, a few years post-Covid, drinking in bars and restaurants has recovered to pre-pandemic levels, demonstrating that wine remains a popular choice for social occasions.

This growth reflects the potential of the Brazilian wine market, which is driven by a combination of curiosity, a desire for quality products, and a culture of social celebration. In this context, "confrarias” play a crucial role in this transformation; by creating inclusive, engaging environments, they raise loyal consumer bases and increase wine appreciation.

Interestingly, this growth is being driven by younger Brazilians. According to a Wine Intelligence report, in Brazil, Generation Z, often regarded as detached from traditions, has shown curiosity for authentic experiences and seeks brands that reflect their values. This generation's curiosity about wine places these "confrarias" as the ideal way to explore and embrace wine culture.

A Worldwide Opportunity

Sincerely, I think the Brazilian model of "confrarias" has much to teach! In a world increasingly dominated by virtual relations, these wine communities can bring wine lovers together in collaboration and build bridges between generations, cultures, and interests. They can be a way to fight isolation since they lean into the in-person connections. While loneliness has been described as a global epidemic, “confrarias” remind us of the importance of genuine human interaction. Besides that, they can introduce a wave of new consumers to the scene.

Fighting Isolation

More than just uniting people, these groups give their participants a sense of purpose and belonging, a feeling that is particularly significant for the younger generations, who need to feel included and part of something meaningful.

In his article “Wine Can Help Solve the Loneliness Epidemic,” Tom Wark reminds us that wine has the incredible ability to bring people together and celebrate friendships and genuine connections. I couldn't agree more. A “confraria” can amplify that power, creating inclusive environments in which people feel a sense of belonging.

A More Inviting Approach to Wine

These gatherings can also help demystify wine and make it more approachable and accessible. We really need to get past the idea that you have to be an expert to drink wine. What we see in reality is that most young people tend to be curious about wine but are intimidated by its complexity of terms, rules, and traditions. "Confrarias" are a way of offering accessible learning as they allow members to explore their curiosity and build up their confidence. For example, beginners can ask questions and share opinions, they can make mistakes without feeling out of place. It’s the perfect environment for learning.

“Confrarias” and the Wine Market

From a market perspective, “confrarias” are more than social clubs—they are strategic opportunities to increase wine consumption and brand loyalty. They teach participants about wine, increasing their confidence and interest in trying new labels. Many members evolve from casual drinkers to regular buyers, often exploring options introduced in their groups. These communities create a new wave of engaged wine enthusiasts.

My Experience with "Vinho pra Elas”

As a wine educator, I wanted to create a space where women could learn about wine in an informal, welcoming way. That’s how "Vinho pra Elas" ("Wine for Women”) was born—a “confraria” exclusively for women, whose ages range from their twenties to their sixties. Our group meets monthly, and sometimes we have special celebration events, such as Christmas or Halloween. It's quite fun. What makes "Vinho pra Elas" unique for me is the group's diversity, with generations sharing experiences and exchanging ideas over a good wine.

There are some formats we can adopt. Occasionally, I guide them through tastings. Other times, it is just about enjoying the wines and sharing experiences. Everyone brings a bottle, and we talk about our lives. During the pandemic, we even held virtual meetings, which helped us maintain our friendship and get through such a challenging time.

I can tell, from my experience that there are many reasons for someone to join a wine club, but often, they are seeking human connections during challenging times. One of the members, after joining the group in 2021, said she found emotional support during a period of significant emotional stress, her mother had just passed away and she needed emotional support. "Wine was the reason I joined, but what made me stay were the people," she says.

Also, something I find very relevant to the wine market is that most members of my “confraria” started as casual wine drinkers, only drinking the wines they already knew. From the monthly tastings and discussions, they discovered new styles, grape varieties, and producers, which transformed their approach to wine. This curiosity frequently leads to members actively seeking out the wines they’ve tasted during our meetings.

Rethinking Wine Culture Through Confrarias

Brazilian “confrarias” are more than just gatherings — they celebrate wine’s unique power to bring people together. They break barriers, making wine accessible and enjoyable for everyone, regardless of expertise.

As the world seeks solutions for loneliness and ways to engage younger generations, could this Brazilian model inspire a worldwide movement? Maybe it’s time to see wine as the relationships it helps us build. After all, there’s nothing better than sharing wine with friends.

Maria Paula Almeida is a Brazilian wine expert, educator, and writer. She serves as the director of Sommelier School , one of Brazil's leading licensed providers of sommelier education.

As a writer, she regularly contributes to specialized websites such as the Winext blog "Around The Glass" and the prominent sparkling wine news platform Glass of Bubbly . Her writing covers various topics, such as wine marketing, consumer trends, winemaking, and sparkling wines. Recently, she achieved the Champagne Master Level at the Wine Scholar Guild (WSG) and is currently pursuing the Wine & Spirit Education Trust Diploma, demonstrating her commitment to advancing her expertise.

In 2018, Maria Paula founded a women-only wine "confraria," which fosters connections and empowerment through wine. Passionate about bringing people together, she combines her knowledge of wine with a unique ability to unite wine lovers.