What UMAMI does

UMAMI (legal name Umami.Mag) is a privately held Brazilian multi-platform media company founded in 2016 and headquartered in São Paulo, with a team of approximately nine employees. The company produces educational content about wine, gastronomy, and enotourism, distributed through a blog, the Umamicast podcast (a self-claimed market-leading wine podcast in Brazil with 224+ episodes as of July 2025), video web series, and a broad social media footprint spanning Instagram, YouTube, Spotify, SoundCloud, Facebook, TikTok, and LinkedIn. The platform also offers free downloadable resources such as wine region maps and tasting cards, maintains an events agenda for tastings and courses, and operates a branded merchandise e-commerce store (loja.umamimag.com.br / mont.ink/umami) selling apparel and accessories.

The underlying technology is a standard WordPress-based content management system with no disclosed proprietary technology, APIs, or AI/ML capabilities. Content is human-authored and produced around a recognizable personal brand (Nat Cirio) and conversational editorial voice. Distribution relies on third-party platforms rather than owned infrastructure, which limits technical moat but maximizes audience reach.

Revenue mechanics are limited and not publicly disclosed. The two primary streams are (1) direct-to-consumer merchandise e-commerce via branded SKUs and (2) inferred advertising and content sponsorship revenue from social/podcast inventory, neither of which is explicitly confirmed in source material. No pricing is publicly disclosed, no funding rounds have been raised, and no B2B or enterprise customers are identified. The customer base is a horizontal B2C audience of Portuguese-speaking wine and gastronomy enthusiasts in Brazil.

Name

UMAMI

Legal name

Umami.Mag

Website

https://umamimag.com.br

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

UMAMI is a privately held Brazilian multi-platform media company that produces wine, gastronomy, and enotourism content via blog, podcast, video, and social channels, serving Portuguese-speaking wine enthusiasts in Brazil with branded merchandise and free educational resources.

Ownership category

akta.pro rank

Product category

Wine and Gastronomy Media

NAICS

Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (51621)

akta.pro primary industry

Audio Learning Content (Podcasts, Audiobooks, Listening Programs) (EDAGALAM)

akta.pro secondary industry

Audio Production & Podcasting (BPAFAIAE)

Keywords

• Wine education media
• Gastronomy content
• Enotourism media
• Wine podcast production
• Food pairing content

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D

Revenue model

1. Merchandise E-commerce: Umami operates an online store selling branded merchandise including t-shirts, mugs, and other wine-related products. Products visible include Anthony Bourdain t-shirts, Shiraz t-shirts, Stay Metal t-shirts, and May Contain Wine mugs.
2. Advertising and Sponsorships: As a media company with significant social media following, Umami likely generates revenue through advertising and content sponsorships, though not explicitly stated in the source material.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels9 records

Core offering

UMAMI operates a multi-platform Portuguese-language media channel dedicated to wine, gastronomy, enotourism, and lifestyle content. Its core outputs are an editorial blog, the Umamicast podcast (marketed as Brazil's most-listened wine podcast), video web series, and free downloadable educational resources such as wine region maps and tasting sheets. The company also sells branded wine-themed merchandise (t-shirts, mugs) through an online store and maintains a calendar of tastings and wine events.

Product overview

Umami is a Brazilian multi-platform media channel focused on wines, gastronomy, enotourism, and lifestyle content. The company operates through a unified content platform offering a blog with educational articles, the Umamicast podcast (Brazil's largest wine podcast), video web series, an e-commerce store selling branded merchandise, and a collection of free downloadable resources such as wine region maps. The platform also maintains an events agenda for tastings, courses, and wine-related gatherings. Umami distributes content across Instagram, YouTube, Spotify, SoundCloud, Facebook, LinkedIn, and TikTok.

Differentiator

Problem solved

Functional benefit

Brands

• Umamicast: Podcast de vinhos de maior audiência do país, featuring conversations with professionals, enotourism themes, technical and leisure content.

Products and services

• Umamicast (Podcast)

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• VinePair: Digital wine and spirits media outlet publishing news, reviews, and lifestyle content. Comparable to Umami as a wine-focused content platform monetizing through advertising and audience engagement.
• Wine Folly: US-based wine education media brand with blog, podcast, infographics, and learning content. Closely comparable to Umami in mission (demystifying wine) and multi-format content strategy.
• SevenFifty Daily: Online publication covering the wine and spirits industry with editorial, podcast, and event content. Comparable to Umami in wine media positioning and multi-format distribution.

Broad incumbents

• Wine Enthusiast: Established global wine media brand spanning print, digital, ratings, and events. Comparable in audience target (wine enthusiasts) but operates at much larger scale with broader portfolio.
• Decanter: Global wine magazine and digital platform covering reviews, news, and travel. Comparable in wine media category and multi-format publishing model.
• Wine Spectator: Long-standing wine publication with editorial, reviews, and events. Overlaps with Umami in wine content category but serves a more global, established audience.

Others

• Eater: Food and dining digital media network covering restaurants, gastronomy, and beverage culture. Overlaps with Umami's gastronomy and wine-pairing editorial coverage.
• Bon Appétit: Major food and gastronomy media brand with editorial content and video series. Comparable to Umami's gastronomy and lifestyle content layer, though at much larger scale.
• Food52: Food and home media brand with editorial, community, and e-commerce. Comparable to Umami in extending food/gastronomy content into commerce and community experiences.

Regional players

• Adega: Brazilian wine magazine and digital platform serving Portuguese-speaking wine enthusiasts. Direct regional peer to Umami in the Brazilian wine media market.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCiZOtKZuqXl1e_ElVgN4Vxw
• Facebookfacebook.com/umamiBR
• Instagraminstagram.com/umamimag
• LinkedInlinkedin.com/company/umami-mag

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about UMAMI