The sparkling wine industry has showed a notable development in Brazil recently. Between the years of 2005 and 2008 the sales presented an annual growth of 20%. In first place, economic issues increased the income of the population, allowing Brazilians to purchase products previously exclusive to the higher classes of society. Having noticed this opportunity, local producers improved their processes and the selection of the grapes, improving the quality of sparkling wines and allowing them to gain competitiveness towards products of other nationalities. Due to these factors, the analysis on who are the sparkling wine consumers in Rio de Janeiro, as well as their perceptions and consumption habits has become the main objective of this paper. The research developed throughout the paper looks forward to identify occasions on which the drink is consumed, associations done by consumers and aspects that stimulate the consumption of sparkling wines.