For every 10 deliveries made by a small beverage distributor in Varginha, in the south of Minas, five are wine deliveries. The increase in demand follows a movement observed throughout the country: consumption of the drink broke a record in Brazil and, last year, exceeded 2.5 liters per person, a growth of more than 40% compared to 2024. ????? During this week, EPTV Sul de Minas, an Affiliate of Rede Globo, shows the special series "Cartas de Vinho", which shows how the legacy of the immigrants who brought the first grape seedlings influences current winemaking. The production highlights the revolution in double pruning, a technique that made harvesting possible in winter and boosted the production of high-quality wines. The series also portrays how the producers' pioneering spirit helped to consolidate Minas Gerais and São Paulo as important wine and wine tourism hubs. At the Varginha distributor, which serves the entire city and even properties in rural areas, around 800 bottles are sold per month. Today, customers can find national and imported labels from Chile, Argentina, Italy, Spain, Uruguay and France. ? Wine consumption on the rise: consumption of the drink broke a record in Brazil and exceeded 2.5 liters per person, with growth of more than 40% compared to 2024. ? Varginha follows the trend: in a distributor in the city, half of the deliveries currently made are wine. ? Variety of labels: consumers can find national and imported wines from countries such as Chile, Argentina, Italy, Spain, Uruguay and France. Passion for wine drives sales, tourism and home cellar projects in MG and SP Devanir Gino/Claudemir Camilo/EPTV The company's co-owner, Jordane Soares Ramos, says that wine gradually gained space in the business. "When we started with the store it was 100% beer. Then as time went by we saw that the wine market, customer demand for wine was great, that's where we increased our range, that's why we started bringing wines", he said. In Campinas (SP), businessman César Moya saw an opportunity in wine after retirement. In 2013, alongside a friend, he started selling bottles stored inside his own apartment. "The boxes kept getting bigger and bigger. And my wife said, look, either the wines or I are going to have to leave here. And then we decided, right? We found a space in a little shopping mall that's a block down from my house there, and then we went there", he recalled. ? Expanding market: companies that started out focused on beer expanded their portfolio to meet the growing demand for wines. ? Entrepreneurship in the sector: a small sale started in an apartment in Campinas, turned into two stores with more than 20 thousand bottles and 750 labels. ? Experience beyond the glass: consumers are increasingly seeking knowledge about wines, tastings and visits to wineries. Passion for wine boosts sales, tourism and home cellar projects in MG and SP Devanir Gino/Claudemir Camilo/EPTV More than a decade later, the business became two stores. The largest of them occupies more than 400 square meters, contains around 20 thousand bottles and offers 750 labels. In another unit, located within a luxury resort, there are over 150 options. Among the most sought after wines are those produced in Chile, Italy and Brazil. According to César, there is room for all consumer profiles. "Here in the store we have wines for 50 reais, but there are wines for 6, 7 thousand reais. And there are customers for everything." More than a simple purchase, many consumers seek knowledge about the drink. This was the case of software engineer Zinaldo Barros, who is moving to Recife after two years living in Campinas. "He didn't sell me a wine here, he sold me an experience, a class in fact. He explained a lot to me, I already left here thinking about visiting other wineries", he said. ? OPINION: Red, rosé or white: what is your favorite wine? Wine cellars gain space inside the home The growing interest in the world of wine has also been reflected in residential architecture. Architect specializing in luxury properties Ramsine Kézia states that around 90% of projects have some space dedicated to storing bottles. ? Wine cellars indoors: interest in drinking drives residential projects with niches, air-conditioned cellars and exclusive storage spaces. ? Investment and sophistication: personalized residential wine cellars can accommodate hundreds of bottles and become part of the decoration and family life. ? Wine as a social connection: groups of friends hold regular meetings to taste, learn and exchange experiences. Passion for wine drives sales, tourism and home cellar projects in MG and SP Devanir Gino/Claudemir Camilo/EPTV The options range from niches planned in carpentry to air-conditioned wine cellars and environments built specifically for this purpose. "We will first have the non-air-conditioned wine cellar, where I can create a space in my carpentry shop to put the bottles. I can also buy a smaller air-conditioned wine cellar, for, I don't know, 12 bottles. And a project where you will build a wine cellar from scratch, it will cost more, but you will need more space, right? For example, about 4 square meters is a great space to build a wine cellar", he explained. In a 240 square meter penthouse in Campinas, businessman Marco Giampietri decided to invest around R$70,000 in a wine cellar integrated into the apartment. The space is almost 4 square meters, has a capacity for 350 bottles and has a controlled temperature between 14°C and 18°C. Before that, he had already used conventional air-conditioned wine cellars, but opted for a permanent solution after problems with one of the pieces of equipment. "Firstly, you can see the wines better. You see what you have, where it is. You bring someone from outside, you can show them, come in. So then we decided to choose a company that