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ProWine São Paulo puts business in motion
If the first day of ProWine São Paulo is about opening doors, the second is about walking through them with purpose. The fair is not just a meeting of products, but of markets and projects. Between tastings and business rounds, it becomes clear that here wine is also synonymous with strategy. This is a space where sensory experience meets economic movement, and every conversation can be the start of a new partnership. The market gathers, connects, and strengthens itself. The event ceases to be a showcase and becomes an arena where the future of the industry is shaped.
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PWSP director named “Personality of the Year”
by ABS-SP
PWSP director Christian Burgos was named “Personality of the Year” at the 2025 Melhores do Ano Awards from the Brazilian Association of Sommeliers – São Paulo (ABS-SP). The ceremony, held during the fair, recognized professionals and initiatives that drive development and raise standards of excellence in the sector. In addition to Burgos, awards included Best Wine List, Best Beer List, and Best Cocktail List, as well as honors for sommeliers specialized in wine, beer, sake, coffee, tea, olive oil, and cigars.
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More comfort and convenience with a new food court
One of the highlights of this year’s PWSP is a brand-new food court featuring three exclusive gastronomic options, in addition to the restaurant already available at Expo Center Norte: Casa La Pastina, Casa Santo Antônio, and Doryo Sushi. The goal is to make the fair experience even more comfortable, practical, and enjoyable for wine and spirits professionals. The space also serves as a meeting point for networking.
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Innovation, identity, and responsibility
The second day of ProWine Forum delivered a program filled with content on innovation, identity, and responsibility in the world of wine. Highlights included the masterclass “Argentina: Amplification of Styles and New Frontiers”, promoted by Wines of Argentina; the Andes Mountain Expedition led by Miolo Wine Group; the panel “Chandon: From Nature to Community” by Moët Hennessy; and the session “Consumer Trends and Portuguese Wines” organized by ViniPortugal. The agenda also featured discussions on precision viticulture with Viña Perez Cruz, geographical indications and wine tourism, the launch of the NOVA sparkling constellation, Vinho Verde tastings, and a celebration of Peruvian Pisco as a cultural expression. Importer Castas also presented a special panel showcasing the unique terroir signatures of white wines. |
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ABS-SP brings reflections on communication, market, and the future of the profession
ABS-SP is responsible for some of the ProWine Forum’s masterclasses. Yesterday, director José Luiz Borges led a session on wine communication alongside Arthur Azevedo and Christian Burgos. The discussion highlighted how communication directly impacts the market, consumption, and even production. Knowing who to address, how to communicate, and which language to use for each audience is decisive in making wine more accessible to new consumers. Today’s program featured insights from director José Eduardo Barboza on the expanding role of sommeliers, addressing new functions, career opportunities, and the evolving profile of professionals in transformation. Tomorrow, ABS-SP will present another session, this time dedicated to Brazilian waters. Don’t miss it! |
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Discovering wine goes beyond flavor
Environmental and sustainability debates are gaining increasing relevance across industries, and wine is no exception. Terms like organic, biodynamic, and natural are now part of the vocabulary of producers and consumers seeking options aligned with responsible, low-intervention practices. But what really differentiates these categories? To what extent can they all be considered “sustainable” or eco-friendly? To shed light on these questions, wine critic and communicator Didu Russo conducted a masterclass aimed at dispelling myths and clarifying concepts often misrepresented in the industry. The full session included the tasting of three labels, each representing a different production method, with explanations of their core distinctions — highlighting authenticity and the genuine expression of terroir. |
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International buyers meet Brazilian wineries
The Wines of Brazil Buyer Project, organized by Consevitis-RS in partnership with ApexBrasil, is taking place at PWSP and features five international buyers from China, Russia, Angola, France, and Slovakia. They are attending exclusive business rounds with Brazilian wineries in a dedicated space designed to facilitate commercial meetings. This year, the project includes 22 wineries from five Brazilian states (BA, SP, RS, MG, and PE), representing a 37.5% growth compared to 2024.
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Casa Flora showcases 17 tasting counters and three special activations
For the third consecutive year, Casa Flora is participating in PWSP with a portfolio aligned with consumer demand for sustainable and organic wines. Their stand features 17 tasting counters and three special activations — Bottega, Pata Negra, and Sexy Fish. Participating producers include Alfredo Roca (Argentina), Bottega (Italy), Caliterra (Chile), Carmim (Portugal), Fantini (Italy), Iribarrem (Spain/Portugal), João Portugal Ramos/Duorum (Portugal), Messias (Portugal), Moillard (France), Montes Toscanini (Uruguay), Nederburg (South Africa), Norton/Sexy Fish (Argentina), Pata Negra (Spain), Premium Fincas (Argentina), Santa Carolina (Chile), and Tabalí (Chile). Outside the pavilion, Casa Flora presents the Sexy Fish Wine Bus, offering exclusive experiences, Instagrammable spaces, and the relaxed atmosphere that has made the brand popular across Brazil.
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PWSP welcomes wines from Georgia, the cradle of winemaking
Georgia returned to PWSP with the LEPL National Wine Agency, a public entity linked to the Ministry of Agriculture. Its mission is to promote and regulate Georgian viticulture, internationally recognized as the cradle of winemaking with a tradition spanning over 8,000 years. At the Wines of Georgia stand, visitors can taste labels from diverse producers and regions, many of which preserve unique methods like fermentation in clay amphorae buried underground (qvevri). This ancient practice not only preserves authenticity but also imparts distinctive flavors through skin-contact fermentation.
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Grupo Wine energizes the fair with over 700 labels
Grupo Wine, the leader in the Brazilian wine market, is showcasing more than 700 labels through Cantu Grupo Wine and Bodegas Grupo Wine. Highlights include renowned producers such as Ventisquero, Susana Balbo Wines, Calvet, Lanson, Ramón Bilbao, Casa Relvas, Bons Ventos, Las Perdices, Clos de Los Siete, Salentein, Undurraga, Foye, and Burmester. The fair is also the stage for recent launches, reinforcing the group’s commitment to bringing relevant novelties to the sector. Cantu Grupo Wine presents Calvet Sauternes Réserve du Ciron, an elegant Bordeaux sweet wine; Mar de Frades Albariño, an icon of Galicia’s Rías Baixas marked by minerality and freshness; as well as the Escudo Rojo line by Baron Philippe de Rothschild and wines from the prestigious Italian winery Frescobaldi. At Bodegas Grupo Wine, the standout is the Altazor D.O. Valle del Maipo 2022 by Undurraga (Chile), which earned 96 points at the 2025 International Wine Challenge.
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Maximo Boschi’s collectible wines
At Maximo Boschi, every wine is treated as a jewel — or, as the winery itself says, a Gioiello d’Arte. A benchmark in collectible and long-aging wines, the company is presenting new releases at PWSP to delight even the most demanding palates: Racconto Brut Blanc de Blanc, aged 15 months on lees, and Biografia Nature Rosé, a rare rosé aged 36 months with only 650 bottles produced. Also featured is the new vintage of Biografia Chardonnay 2020, showcasing the same maturity and elegance that has defined the line.
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Miolo writes a new chapter in the Andes
Miolo Wine Group expands its global journey with the introduction of its fifth international terroir, now in the foothills of the Andes in Mendoza, Argentina. The newly acquired Bodega Renacer marks a milestone in the group’s 36-year history: consolidating its international presence, enriching its portfolio with super and ultra-premium wines, and fostering knowledge exchange across its terroirs. Varieties planted include Malbec, Cabernet Franc, Cabernet Sauvignon, Chardonnay, and Sauvignon Blanc.
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ProSpirits: Ukraine toasts to diversity and living history
PWSP also carries the ProSpirits seal, a space dedicated to spirits, including vodka, whisky, pisco, limoncello, cachaça, liqueur, gin, sake, rum, tequila, brandy, and more. One of this year’s highlights is Ukraine’s participation, a statement of resilience and cultural affirmation amid the scars of war. At the Alco-Trading Company stand, visitors will find the Kalganoff line, with traditional vodkas and infusions, and Prime Black Carbon, featuring a sophisticated design and modern appeal. Ukrainian labels have already earned major international recognition, including Double Gold at the San Francisco World Spirits Competition, medals at United Vodka in Cannes, and other prestigious awards.
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Atlantic breeze in the glass
Uruguay Wine – National Wine Institute is at PWSP with around 30 wineries. Visitors can taste surprising grape varieties shaped by the Atlantic breeze. The stand brings together producers from Montevideo, Maldonado, Canelones, Colonia, Durazno, and Rivera, offering a true immersion into Uruguay’s wine diversity. Highlights include Tannat, the country’s emblematic variety, and Albariño, gaining ground with its freshness, vibrant acidity, and mineral aromas, particularly in wines produced near the coast. A key aspect of Uruguay’s presence is its strong commitment to sustainability: nearly 50% of vineyards are certified sustainable, reinforcing the country’s position as a benchmark in responsible, high-quality production.
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Grupo La Pastina showcases its three business divisions
At PWSP, Grupo La Pastina is showcasing its three strategic divisions: La Pastina, World Wine, and Inspirits. Under La Pastina, more than 150 products from around 20 producers are presented, with highlights including Emiliana, the world’s largest organic winery; Cono Sur, a Pinot Noir reference; Andeluna, in a new stylistic phase; and González Byass, with iconic brands such as Beronia, Vilarnau, and Tio Pepe. World Wine presents 38 producers and 250 labels, with novelties like Longaví, Poderi dal Nespoli, Sacramentos Vinifer, Bisquertt, Marqués de Murrieta, and the iconic Bodega Garzón. The Inspirits division brings premium launches in gin, such as Drumshanbo Gunpowder; in brandy, with Lepanto Solera Gran Reserva and Soberano Sherry Cask Solera; as well as exclusives like La Fuerza Vermouth, Alzira and Cê cachaças, and the traditional Pallini Limoncello, a world leader in its category.
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Guided Silent Tastings at Zahil’s stand
At Zahil’s stand, visitors can explore nearly 200 labels from its portfolio and take part in Guided Silent Tastings — headphone-guided sessions presenting exceptional vintages. Highlights include Rutini Wines, Casa Ferreirinha, Sandeman, Château de Jau, Valdespino, and Château Los Boldos. With nearly 40 years in the market, Zahil reinforces its commitment to bringing diversity, quality, and innovation to Brazilian wine lovers.
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