Aurora Friday forecasts 70% e-commerce growth in 2025, driven by new platform, live streams and enhanced consumer experience.
The Aurora Friday campaign continues to strengthen its position as one of the most important commercial actions of Cooperativa Vinícola Aurora. For 2025, the company expects a 70% increase in e-commerce revenue compared to the same period in 2024. In the first half of November alone, more than 950 orders were recorded. The projection for Aurora Day, the campaign’s main activation, exceeds 500 purchases in a single day.
Digital strategy and new technologies
According to Marketing and Sales Director Rodrigo Valerio, the campaign was structured around performance, convenience and personalization. The migration to the Shopify platform brought greater stability, speed and more intuitive navigation, alongside improved site search filters that allow consumers to select wines by occasion, consumption profile, pairing or flavor.
“In 2024, we learned a lot about consumer behavior and strengthened our communication strategy. This year, we deepened this movement with improvements in assortment, reinforcement of key categories and a smoother digital experience,” says Rodrigo Valerio.
For the first time, the cooperative will host live streams directly within its own e-commerce platform, integrated into the purchase journey. This innovation reflects shifts in consumer behavior, particularly among younger audiences seeking more visual and practical content.
Renewed portfolio and focus on new consumers
Highlights of Aurora Friday 2025 include sparkling wines, the growing Varietal line and new releases such as dealcoholized wines and Orange Wine. These launches support the brand’s strategy of rejuvenation and expansion of consumption occasions.
The campaign maintains progressive discounts of up to 50%, along with promotional kits, exclusive labels and special regional conditions. In São Paulo, the brand’s main market, shipping will be discounted for purchases above R$ 200, while other regions will receive customized benefits.
Integration between physical and digital channels
In addition to the online environment, Aurora Friday will also take place in the physical stores in Bento Gonçalves, with special programming throughout the weekend. The hybrid model reinforces the brand’s positioning by combining in-store experience with digital convenience.
