Combining a passion for wine with entrepreneurship, the The Neymar Family It decided to enter the industry and launched Le Prince, a brand created in partnership with the JLX holding company to introduce Brazilian consumers to wines from different regions and make wine a part of their daily lives.
Unlike traditional launches, which typically target premium products at audiences with higher purchasing power, Le Prince was created to challenge the notion that wine is reserved for formal occasions, encouraging its consumption as part of everyday life in Brazil.
In this context, the business It is banking on the growth potential of the Brazilian market, which is still underdeveloped—with average consumption of about 2.5 liters per person per year, well below that of neighboring countries such as Chile, where consumption reaches up to 20 liters annually.
The brand name refers to the nickname “Príncipe da Vila” (Prince of the Village), which is linked to Neymar Jr.’s career at Santos. Before the launch, 300,000 bottles were sold in advance. As the operation gets underway, the company expects to generate revenue of R$ 25 million with sales of 1 million units. Over the course of the first year, the projection rises to more than 4 million bottles sold and revenue of R$ 100 million.
The quality of the products and the development of the portfolio—comprising seven labels—are overseen by Dirceu Vianna Júnior. This is the first time that Vianna Júnior, a Master of Wine, has taken on the technical selection for a Brazilian brand. The catalog is organized into four lines that bring together different styles, origins, and concepts; see below:
Le Prince Red Line: Chilean wines from the Terraustral winery, including a Sauvignon Blanc made with grapes from the Leyda Valley and a red blend of Cabernet Sauvignon, Malbec, and Merlot. The suggested retail price is R$ 59.90.
Le Prince Black Line: features two wines produced in Spain: a red from the Rioja region, developed in partnership with Bodegas Faustino, and an Albariño white from the Rías Baixas region, produced by Paco & Lola. Prices range from R$ 149 and R$ 199.90.
Le Prince Green Line: includes two European wines—a French red from the Châteauneuf-du-Pape region in the Rhône Valley and a Spanish wine from the Abadia Retuerta winery. Prices range from R$ 250 and R$ 350.
Le Prince Blue Line: It consists of bottles produced in partnership with a winery in the Bordeaux region of France. The products are numbered and associated with key moments in Neymar Jr.'s career, with prices that can reach R$ 50,000.
ENGLISH VERSION
Le Prince Wines
Combining a passion for wine with entrepreneurship, the Neymar Family has decided to enter the industry and launched Le Prince, a brand created in partnership with the holding company JLX, to introduce Brazilian consumers to wines from different regions and make wine a part of everyday life.
Unlike traditional launches, which tend to target premium products at higher-income consumers, Le Prince was created to challenge the notion that wine is reserved for formal occasions, encouraging everyday consumption among Brazilians.
In this context, the business is banking on the growth potential of the Brazilian market, which remains relatively underdeveloped, with an average consumption of about 2.5 liters per person per year—well below that of neighboring countries such as Chile, where annual consumption reaches up to 20 liters per person.
The brand’s name refers to the nickname “Prince of the Vila,” associated with Neymar Jr.’s career at Santos. Before the launch, 300,000 bottles had already been pre-sold. When operations begin, the expectation is to generate R$25 million in revenue from the sale of 1 million units. Over the first year, projections call for more than 4 million bottles sold and R$100 million in revenue.
Dirceu Vianna Júnior oversees the quality of the products and the development of the portfolio, which consists of seven labels. This is the first time that a Master of Wine has been responsible for the technical selection of a Brazilian brand. The catalog is organized into four lines featuring different styles, origins, and concepts, which you can view right here:
Le Prince Red Line: Chilean wines from the Terraustral winery, including a Sauvignon Blanc made with grapes from the Leyda Valley and a red blend of Cabernet Sauvignon, Malbec, and Merlot. The suggested retail price is R$59.90.
Le Prince Black Line: two wines produced in Spain: a red from the Rioja region, developed in partnership with Bodegas Faustino, and an Albariño white wine from the Rías Baixas region, produced by Paco & Lola. Prices range from R$149 to R$199.90.
Le Prince Green Line: two European wines—a French red from the Châteauneuf-du-Pape region in the Rhône Valley and a Spanish wine from the Abadia Retuerta winery. Prices range from R$250 to R$350.
Le Prince Blue Line: consists of bottles produced in partnership with a winery in the Bordeaux region of France. The products are numbered and associated with moments from Neymar Jr.’s career, with prices reaching up to R$50,000.
