ProWine São Paulo is a spin-off of ProWein Düsseldorf, in Germany. Since its debut in 2019, it has provided a unique experience, bringing together the industry’s key players for three days of business generation, product launches, networking, and knowledge sharing. The event is jointly organized by Emme Brasil, Inner Group, and Messe Düsseldorf.

Christian Burgos & Vladimir Kauffmann, first day of the fair.

The directors of ProWine São Paulo, the largest wine and spirits trade fair in the Americas, Malu Sevieri and Christian Burgos, often say that the best edition is always the next one. But while October 2026 does not arrive, it is worth highlighting the success of the 2025 fair, held from September 30 to October 2 at Expo Center Norte, in São Paulo. More than 20,000 visitors not only celebrated but, above all, did business with over 1,500 brands from 36 countries, marking a growth of more than 33% in attendance and 7% in the number of producers.

 Malu Sevieri 

Over the course of three days, the event generated around R$ 250 million in direct business – a figure expected to double and reach R$ 500 million by the end of 2025. Its impact is so significant that, in just three months, ProWine São Paulo can account for 5% of the sector’s total annual revenue. National and international exhibitors presented new products and labels set to guide sales and trends for the coming year, in a beverage market that should close 2025 moving R$ 19 billion in the wine segment alone. “We are contributing to the culture, history and, above all, to business generation in the wine and spirits industry in Brazil and worldwide. Our country is a powerhouse in this market. Brazilian consumers are evolving in their choices and purchases,” says Malu.

 (c) ProWine São Paulo

This scenario is also confirmed by market analyses. After driving industry growth in volume, entry-level wines stagnated this year. In contrast, premium wines have maintained a continuous growth trajectory in Brazil since the pandemic. It is worth noting that last year the Brazilian market recorded a historic import record, both in volume and value. And contrary to conservative projections that forecast a decline this year, the opposite is happening: growth is once again on the horizon. This is a direct result of the dissemination of wine culture in the country and of the professionalization that ProWine São Paulo represents.

According to Burgos, there is a change in gastronomy and eating habits: people are increasingly seeking a healthier, lighter lifestyle. This shift is also reflected in wine choices, with growing interest in lighter styles, especially white and sparkling wines. “This is the trend right now. For the first time, white wines have reached 24% of all wines consumed in Brazil, and sparkling wines have been growing steadily for a long time. The interesting point is that they are no longer consumed only at major year-end celebrations but have become part of people’s daily moments of celebration,” reveals Burgos. ProWine São Paulo also took place at a time when the issue of alcoholic beverage contamination – particularly in the state of São Paulo – has been widely discussed. The fair underscores the importance of safety, showing that it is possible to offer beverages that are correctly produced and marketed.

This is a very tough and sad topic. We are seeing people suffer serious health consequences and even lose their lives due to the consumption of beverages often resulting from smuggling and counterfeiting. We have always addressed this issue – whether wine or spirits – as an economic and fiscal problem linked to tax evasion. But it goes far beyond that: it is a serious public health issue. Consuming adulterated beverages, without confirmed origin, poses a real risk. Putting something harmful into your body is deeply concerning. That is why I always stress the importance of provenance: buying from suppliers with traceability, from reliable companies that ensure you take safe products to your home,” warns the director.

He also points out that, at first, many consumers believed they were saving money by purchasing from unknown or lowcredibility channels. Now, however, they realize the risk is much greater: it is not just about tax evasion, but an unethical practice that endangers their own health and that of family and friends.

The event also consolidated itself as a stage for celebrating diversity and the growth of Brazilian wine. This year, more than 200 Brazilian brands exhibited, coming from 10 states and the Federal District – Bahia, Espírito Santo, Goiás, Minas Gerais, Pernambuco, Paraná, Rio de Janeiro, Rio Grande do Sul, Santa Catarina, and São Paulo. This representativeness highlights the sector’s plurality, gaining increasing space and recognition both in Brazil and abroad.

Many of these wineries gathered in groups that emphasize the identity of each region, such as Vinhos dos Altos Montes, Vinhos Gaúchos, the Association of Fine Wine Producers of Vale dos Vinhedos (Aprovale), Wines of Altitude from Santa Catarina, the São Francisco Valley Wine Institute (Vinhovasf), the Wine Industry Union of Minas Gerais (SindVinho MG), and the National Association of Winter Wine Producers (Anprovin).

“The fair is not just a meeting of products, but of markets and projects. Between tastings and business meetings, it becomes clear that wine and spirits are also synonymous with strategy. We are facing a space where sensory experience meets economic movement, and each conversation can mark the beginning of a new partnership. The market meets, connects, and strengthens itself here. We have moved beyond being a showcase to becoming an arena where the future of the sector is shaped,” emphasizes Malu.

In this same spirit of strategic connections, the Buyer Project, from Wines of Brazil — an initiative by the Institute for the Management, Planning and Development of Viticulture in Rio Grande do Sul (Consevitis-RS) in partnership with ApexBrasil – took place at the fair with five international buyers from China, Russia, Angola, France, and Slovakia. They participated in exclusive business rounds with Brazilian wineries in a dedicated space designed to foster commercial meetings between invited importers and national companies. This edition brought together 22 wineries from five states (BA, SP, RS, MG, and PE), a 37.5% increase compared to 2024.

Given the success of this edition, from October 6th to 8th, 2026, ProWine São Paulo will take an important step in its expansion: leaving the Green Pavilion and occupying the White and Blue Pavilions at Expo Center Norte. The move will allow for an expanded event area, more exhibitors, a more comfortable experience for visitors, and reinforce its role as the largest and most comprehensive professional wine and spirits trade fair in the Americas.

Please read : Brazilians Drinking More and Better, the Wine Market Grows 41% in Volume Over a Decade

This article was published on October 15th, 2025.