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The best ProWine São Paulo
is always the next one, but…
Paraphrasing Malu Sevieri, the best ProWine São Paulo is always the next one. But while October 2026 hasn’t arrived yet, we need to talk about the incredible edition we just experienced. We are contributing to the culture, history, and especially to the growth of business in the wine and spirits sector in Brazil and worldwide. We believe it is possible to make our country a powerhouse in the beverage market — and we are not alone on this journey: over 20,000 visitors toasted with more than 1,500 brands from 36 countries that illuminated PWSP 2025.
Brazilian consumers are purchasing in a more qualified way. Analyses show they have prioritized mid- to high-value wines, leaving aside entry-level labels, a category that remains stagnant while others show growth. This movement largely reflects increased consumer knowledge and education, leading them to explore and value different products — and we contribute to that.
We are a unique environment for connection and business, offering visibility so that national and international producers can exchange experiences, expand networks, and seize new opportunities, making participation strategic for the sector’s growth. We curate with purpose to help create business opportunities that could reach up to BRL 500 million in just three months. This is an ongoing effort — it doesn’t end when the event does. But we keep going, together and beyond.
Thank you very much!
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Commitment to education and sector development
The third and final day of ProWine Forum offered a balance between heritage and modernity. Brazilian wines led the way with the presentation “Brasil Inédito: The Discovery of a New World in 3 Acts”, followed by classic stories such as the 150 years of Famiglia Valduga. Management and sales topics appeared in workshops focused on restaurants and the potential of e-commerce, while classic regions such as Dão, Tejo, Lisboa, Douro, and Provence shared spaces with legendary German wines and rosés. The dialogue between wine and mixology came alive in a masterclass by Prata Mixers, and World Wine brought together Luísa Amorim and Dirceu Vianna Junior to discuss behind-the-scenes insights and perspectives on the premium market.
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When neglect compromises the glass
Do you know what “cooked wine” is? This question opened the masterclass promoted by the Brazilian Beverage Association (Abrabe). The term refers to wine that has lost its original characteristics due to improper care, usually after excessive exposure to sunlight or high temperatures—often occurring during the transport and storage of smuggled wines. The session was led by the entity’s president, Cristiane Foja, together with wine critic and communicator Didu Russo. Poor preservation, adulteration, and counterfeiting can all be causes. In the case of counterfeiting, the risk is even greater, as the actual contents of the bottle are unknown. In cases of illicit importation—often mistakenly treated as smuggling—the issue is directly linked to precarious transport and storage conditions.
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Tango and wine: the perfect combination of
passion, rhythm, and flavor
With over two decades in the premium beverage market, Qualimais has built a trajectory defined by excellence and the ability to adapt to changing consumption trends. Founded as a distributor of personalized waters, the company gained its place by combining logistical efficiency with close relationships within the HORECA sector, establishing itself as a benchmark in high-standard services. As a boutique importer, it now offers an exclusive portfolio of carefully selected labels for the gastronomic market. Today, it represents prestigious wineries in Brazil such as Mount Veeder Winery, Simi, and The Prisoner Wine Company, icons of Californian winemaking. At PWSP, Qualimais presented the Carlos Gardel line, an internationally significant Argentine project that blends strong identity, commercial appeal, and excellent value. The booth also featured a thematic activation inspired by the singer’s universe, creating a unique sensory experience that connected wine, culture, and emotion.
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Boldness and technology at the Ansic booth
With a portfolio of over 180 labels from countries such as Argentina, Chile, Italy, and Portugal, Ansic stands out for curating exclusive brands with excellent cost-benefit ratios, such as Zorzal and Mosquita Muerta. At PWSP, the importer also exclusively presented the launch of the Osado line from Bodega Salentein, as well as the incorporation of wines from Vinícola Bressia, both from Argentina. The partnership with Axyia was also showcased, offering the Wine 360 platform, an artificial intelligence tool available free of charge to clients. |
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Aurora invests in orange and alcohol-free wines
Cooperativa Vinícola Aurora brought novelties for all tastes. With a portfolio of over 220 items, it showcased labels such as the newly launched Vinho Laranja Viognier Safra 2024 Special Edition, the Colheita Tardia Rosé, and three alcohol-free products. The booth featured established icons such as Gioia Sur Lie Rosé, Extra Brut sparkling wines with Denomination of Origin Altos de Pinto Bandeira, and Gioia Merlot with Denomination of Origin Vale dos Vinhedos. A highlight was a mysterious 2020 vintage, considered the “vintage of vintages,” with a few bottles opened exclusively at the fair and officially launched before winter 2026. From the most recent vintage (2025), visitors also tasted the Aurora Reserva Chardonnay 2025. |
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Adega Alentejana and refined curation
Committed to quality and operating primarily in the B2B segment, Adega Alentejana brings together partners from regions such as Douro, Tejo, Dão, Península de Setúbal, Lisboa, and Vinho Verde, as well as Spain, France, Italy, Chile, and Argentina. For the fair, it presented launches including: Jules Pierlot Millésime Premier Cru Brut Blanc (Champagne); Collery Grand Cru Extra Brut Blanc (Champagne); Phillippe Girard – Bourgogne Aligoté Blanc (Burgundy); Quinta da Alorna Amphorae Blanc (Tejo); EA Reserva Blanc (Alentejo); Cartuxa Talha Blanc (Alentejo); and Cedro do Noval Reserva Tinto (Douro). |
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Basso celebrates 85 years
Over more than eight decades, Basso has consolidated six standout brands—Del Grano, Monte Paschoal, Santa Alba, Mayos, Alma de Lisboa, and Toro de Piedra—each with its own identity and market recognition. At PWSP, in addition to celebrating its journey, the company presented exclusive launches, including the new line of Mayos sparkling wines made by the traditional method; the arrival of Finca Rivadavia, bringing to Brazil the essence of Mendoza terroirs; and the debut of Porta da Ravessa, an Alentejo icon widely appreciated in Portugal and now distributed in Brazil by the winery. Another highlight was the Mayos Cabernet Sauvignon Alcohol-Free, which, unlike many labels in this category, is not a simple entry-level varietal but a Reserva, offering greater body, aromatic complexity, and a fuller sensory experience.
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Berkmann brings Torres Natureo 0.0 line to Brazil
Familia Torres, a traditional Spanish winery renowned for preserving native Catalan varieties and ancestral viticulture, presented in Brazil—through importer Berkmann Wine Cellars—the Torres Natureo 0.0 line, consisting of a red, a rosé, and a white wine without alcohol. Produced using Spinning Cone Column technology, which removes alcohol while preserving aromas and flavors, the labels retain the essence of the original wine. Natureo Tinto 0.0 (Garnacha and Syrah) is intense, structured, and aged for 14 months in French oak; Natureo Rosé 0.0 (100% Garnacha Tinta) is a category pioneer, fresh and balanced; and Natureo Blanco 0.0 (Muscat) is floral, fruity, and delicately sweet, ideal for light pairings.
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Beverages crafted with Chilean Patagonia waters
ProChile—the Chilean Ministry of Foreign Affairs body promoting trade abroad—brought new experiences beyond Chilean wines to Brazilian tables. At PWSP, the initiative showcased a unique selection of gin, vodka, bitter, and wines from the Aysén region in Patagonia. Highlights included Kaweskar artisanal vodka, made with glacial water and Patagonian potatoes; Onok bitter, crafted from local fruits and herbs; and Tepaluma® Maqui Gin, distilled in copper with native fruit, notable for its ruby color and complex notes. The experience was completed with limited-edition wines from Allá Lejos winery, cultivated on the shores of Lake General Carrera, at the southern tip of Patagonia.
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Knowledge and strengthening wine culture in Brazil
ConceptWine, a school specializing in Enology and Viticulture, used PWSP to strengthen wine culture in Brazil through knowledge. The company presented the awaited book Viticulture and Enology – Exploring Wines and Vineyards, a work of over 420 pages considered an academic and professional reference on the topic. Visitors had the chance to explore the book and access special conditions for the school’s courses.
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Perrito line by Enclos:
an affectionate, democratic proposal
The newly launched Perrito, the personal project of wine hunter Vicente Jorge, officially debuted at PWSP. Produced in Chile and imported by Enclos, the wines arrived in Brazil at the end of August and are now available for online purchase. At the brand’s booth, visitors experienced an affectionate environment, including an Instagram-worthy wall with images of Marquinhos, the dachshund inspiring the label and symbol of Perrito’s visual identity. The vegan line was designed to harmonize with Brazilian tastes, favoring freshness and smoothness: Perrito Branco—fresh with notes of pineapple, citrus, asparagus, and flowers; Perrito Rosé—made from Syrah, with notes of strawberry, raspberry, and lavender; and Perrito Tinto—100% Cabernet Sauvignon, with red fruits, plum, and gentle spices.
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The charm of the Romanian Riviera with
Murfatlar Vinul
Romania continues to surprise PWSP visitors. This year, a highlight comes from the arid steppes of Dobrogea, a historic Balkan region now shared with Bulgaria, where intense sun and harsh winds shape the terroir. There, Murfatlar Vinul was born—a name of Turkish origin evoking generosity, courage, and humanity. The brand showcased its Charme de la Mer collection—a premium line of rosé wines including Sec, Demi-Sec, and barrel-aged versions. Inspired by the light coastal charm of the Black Sea, they are elegant, expressive, and ideal for relaxed moments in warm climates. In contrast, Aerosoli is aimed at a younger audience—bold, fresh, and disruptive in both tone and format.
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Tribute to 150 years of Italian immigration in Brazil
NOVA, Brazil’s oldest wine cooperative, launched at PWSP the official sparkling wine celebrating 150 years of Italian immigration in Brazil, in partnership with the Consulate General of Italy. A rebranding of the Estilo line was also presented, featuring wines from the Diamond line and sparkling wines from the Wave line, focused on quality and sophistication. Visitors also tasted Aliança Moscatel Rosé, awarded Best Sparkling Wine at the 29th Catad'Or World Wine Awards. The label scored over 93 points, earning the Gran Oro Medal—the only Brazilian wine to receive this honor in the competition.
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Obra Prima offered unique labels
and sensory experiences
Obra Prima’s booth was designed as a true experiential space. Beyond guided tastings, visitors could join pairings with gourmet products from the importer’s portfolio. Launch highlights included labels new to Brazil, such as Argentine Gran Llama from Belasco de Baquedano; Gran Blanco and Gran Malbec from Los Haroldos, also from Argentina; Uruguayan Punto Máximo Tannat from Pizzorno; and Portuguese Vira-me from Adega Azueira.
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Qualimpor’s novelties combine freshness,
power and excellence
Qualimpor showcased one of the most anticipated additions to its portfolio: Bico Amarelo Tinto from Quinta do Ameal. Recognized as a reference in the Vinho Verde region of Portugal, the winery is celebrated for highlighting the Loureiro grape, producing authentic, fresh whites, and now surprises with a striking red. Another attraction was Green Road Gran Reserva from Miguel Torres Chile, aimed at lovers of structured wines. Visitors also found new olive oil offerings from Esporão, including launches and the brand’s complete line—an international synonym of excellence.
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From Bordeaux to Patagonia:
highlights from TDP Wines
TDP Wines, calling itself “the importer of new classics,” brought major debuts to PWSP. Among them, a strong French portfolio with wines from Bordeaux, Languedoc, Rhône, Burgundy, and Champagne. From Bordeaux came Château Haut Branda Bordeaux Red and Château Haut Branda Bordeaux White from Les Capucins. Languedoc brought the casual chic charm of the Les Grand Noir line—GSM, Cabernet Sauvignon, Viognier, and Rosé. Rhône offered wines from Famille Ravoire, including the elegant Pierre du Fontval Cairanne. For a high-style toast, the house debuted its first champagne: Henriot Brut Souverain. In addition to French wines, TDP highlighted wines from South Africa, Chile, Argentina, Italy, and Portugal.
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VM Vinhos and South African novelties
For the fifth time at PWSP, VM Vinhos arrived with a more structured booth, offering a complete visitor experience—the largest since its debut. Among the novelties was the official launch of new labels from South African Ayama Wines, a winery located on the slopes of Paardeberg Mountain, a hidden gem of the Western Cape. The region is home to South Africa’s first “Vermentino,” an Italian white grape planted there in 2014.
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State Representative Lucas Bove Visits PWSP
São Paulo State Representative Lucas Bove visited PWSP and was welcomed by the fair's director, Malu Severi. In addition to taking him to see the event, Malu also arranged for him to meet Catherine Petit, director of Möet Hennessy and Chandon Brasil, and Claudio Góes, president of the National Association of Winter Wine Producers (Anprovin). Since the beginning of his term, Bove has dedicated himself to agribusiness-related issues, with a special focus on grape and wine producers and wine tourism. In 2023, he created the Frente SP Vinhos (SP Wines Front). |
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Accessories also boost business
In addition to wines and spirits, PWSP offers space for accessory brands that complete the beverage universe. Professional corkscrews, aerators, decanters, glasses, ice buckets, thermal bags, premium packaging, preservation systems, gift sets, and more were among the exhibitors, adding value to the visitor experience. For retailers, sommeliers, distributors, and industry entrepreneurs, it is a great opportunity to find, in one place, products that boost sales, build customer loyalty, and elevate beverage presentation.
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Social and environmental responsibility and
a conscious future
To reinforce its commitment to sustainability, PWSP once again embraced the Glass is Good program—an initiative by Abrabe for reverse logistics that guarantees the recycling of all glass used at the event. At the start of each day, a crushing machine destroyed used bottles, a measure that prevents counterfeiting while transforming waste into new possibilities. Beyond recycling, Glass is Good creates a positive impact: it generates income for cooperatives of waste pickers and environmental companies that collect, process, and give proper destination to glass.
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Strategic partners make the experience even richer
PWSP achieves its renowned standard of excellence thanks to a team of strategic partners who make the experience richer for exhibitors and visitors. Throughout the three days of the fair, each partner played a special role: Netter ensured impeccable washing of tasting glasses and cups; Levitare brought its artisanal cheeses to the ProWine Forum masterclasses; Águas Prata, the event’s official water, kept visitors hydrated and supplied the booths; Bravo Café offered gourmet coffees at the Business Lounge and Exhibitor Service Center; and Luzz Cacau sweetened the halls with its bean-to-bar chocolates distributed to the public. Our thanks to all for being part of this journey.
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