The phenomenon of moscatel sparkling wine in Brazil

Abstract

This article sought bases and contexts of social representation of sparkling wine muscatel in Brazil. It is a base for more complex studies. A phenomenon of increased sparkling wine consumption in Brazil was perceived, mainly from muscatel sparkling wine, which increased by 417% from 2005 to 2017. Sparkling wine is a product that appeared in France and migrated to other countries after colonization. In Brazil, it has been gaining more and more visibility, be it in music, news, supermarkets, and other social contexts. To understand this phenomenon, we sought the media and cultural databases, i.e. music, online newspapers. In Brazilian music, the sparkling wine is represented as a luxury product, which refers to romance, festivities, celebrations, special moments, seduction, special gifts, social differentiation, among others. In others media, it is perceived as a fresh, light drink, with pleasant sweetness and easiness to drink, and also an option for those who want to start venturing into the world of wine. As an exploratory and developing research, it was possible to lay down a foundation for further investigation about the social representation of sparkling wine in Brazil.