With each new edition, ProWine São Paulo continues to establish itself as a strategic showcase for international brands looking to expand operations across the Americas. In 2025, the largest wine and spirits trade fair in the region has already confirmed exhibitors from South Africa, Germany, Argentina, Australia, Austria, Brazil, Bulgaria, Chile, China, Cyprus, Scotland, Spain, the United States, Georgia, Greece, Hungary, Ireland, France, Italy, Lebanon, Mexico, Moldova, New Zealand, Panama, Peru, Portugal, the United Kingdom, Romania, Ukraine, and Uruguay — a clear reflection of the event’s global reach and Brazil’s growing relevance on the international radar.

Brazil is now definitely on the map of the industry’s major players. In the first few months of 2025, wine consumption in the country continued its upward trend: according to Ideal BI Consulting, total sales (including domestic and imported wines) rose by 7%, while imports increased by 14% in volume and 15% in value.

According to Felipe Galtaroça, CEO of Ideal BI, standout categories included white wines, which grew an impressive 28%, and sparkling wines, with a 10% increase. In total, around 110 million bottles were sold in the first quarter alone, generating R$ 3.9 billion in revenue. The sector is expected to surpass R$ 22 billion by the end of the year.

“We’re seeing Brazil become a haven for producers facing challenges in their home countries. The devaluation of the real at the end of 2024 and the progress of international agreements, such as the long-awaited free trade deal between Mercosur and the European Union, are key factors behind this shift,” explains Christian Burgos, director of ProWine São Paulo.

Last year, Brazil recorded a 10% increase in wine import value, jumping from US$ 468.8 million to over US$ 518 million, according to Galtaroça. Over the same period, wine imports across Latin America rose by 8%, reinforcing the region’s appeal to global exporters — particularly as consumption declines in Europe, challenges grow in Asia, and the North American market stabilizes.

In this context of expansion, ProWine São Paulo stands out as a gateway for brands aiming to enter the Americas. Dedicated exclusively to the B2B market, the 2024 edition welcomed over 15,000 trade professionals, 90% of whom were decision-makers. With specialized logistical and operational support, the fair offers an effective platform for brands seeking visibility and, more importantly, tangible business results.

For many exhibitors, participating in the event is the first step towards establishing a long-term presence in the Brazilian and Latin American markets. “More than just a trade show, ProWine São Paulo is an international hub of opportunities. It’s where the world of wine meets Brazil — and vice versa,” adds Burgos.

Tropical climate and new consumer habits open the door to growth

“In 2024, white wines accounted for 26% of consumption, compared to 20% in 2017. Rosé wines doubled their share, reaching 8%, while reds declined from 76% to 67%. This new scenario benefits categories that previously occupied niche spaces. We expect growth of up to 76% in white and sparkling wine consumption in the coming years — styles that better suit the tropical climate and the preferences of the new generation of consumers,” explains Galtaroça.

Aware of this market shift, many international associations and producers have stepped up their investments in Brazil. The consensus is clear: in an increasingly competitive global landscape with narrowing margins, Brazil stands out as one of the most attractive markets for expansion. Despite logistical and tax-related challenges, the country has become a strategic priority.

A clear sign of this trend is the increase in marketing campaigns funded by European Union programs aimed at promoting European wines in Brazil. While these initiatives increase competition, they also strengthen the wine culture and help reduce importers’ costs — factors that facilitate the entry of new brands.

“With the evolution of the market and the growing sophistication of Brazilian consumers, the number of international brands at ProWine São Paulo is expected to rise even further. The event is no longer just a trade fair — it has become a symbol of the sector’s transformation in Brazil and throughout the Americas. It reflects the region’s new role on the global wine map and serves as a beacon of opportunity for those looking to grow, innovate, and reach new markets,” says the fair’s director, Malu Sevieri.