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Welcome to
ProWine São Paulo 2025
São Paulo once again becomes the wine and spirits capital of the Americas with ProWine São Paulo, taking place through October 2 at Expo Center Norte. The event brings together more than 1,500 exhibiting brands from 36 countries. Over the course of three days, the fair is expected to generate around R$ 250 million in direct business, reaching up to R$ 500 million by the end of the year, in a market projected to close 2025 at R$ 19 billion for the wine segment alone. The event serves as a strategic stage for visibility for both domestic and international producers and offers a truly professional environment where the key differentiators are the excellence of services provided to exhibitors and visitors and the careful curation of participants. |
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Global leadership and a
wave of international exhibitors
With each edition, PWSP strengthens its role as a strategic showcase for international brands looking to expand their operations in the Americas. This year, the fair features exhibitors from the following countries: South Africa, Germany, Argentina, Armenia, Australia, Austria, Brazil, Bulgaria, Chile, China, Cyprus, Cuba, Scotland, Slovenia, Spain, the United States, France, Georgia, Greece, Hungary, England, Ireland, Italy, Lebanon, Mexico, Moldova, New Zealand, Panama, Peru, Poland, Portugal, the Czech Republic, Romania, Switzerland, Ukraine, and Uruguay — a clear demonstration of the event’s global reach and of Brazil’s growing relevance on the international stage.
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The strength of
Brazilian wine
PWSP also celebrates the diversity and growth of Brazil’s wine industry. Around 200 Brazilian brands are exhibiting at the fair, representing 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 diversity highlights the sector’s plurality, which is gaining increasing recognition at home and abroad. Many of these wineries are grouped into associations that showcase their regional identities, such as Vinhos dos Altos Montes, Vinhos Gaúchos, the Vale dos Vinhedos Fine Wine Producers Association (Aprovale), Vinhos de Altitude de Santa Catarina, Vinhos do Vale do São Francisco, the Wine Industry Union of Minas Gerais (SindVinho MG), and the National Association of Winter Wine Producers (Anprovin).
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Global connections
and fresh perspectives
The first day’s ProWine Forum program invited trade visitors to reflect on new perspectives within the wine world, with panels covering everything from iconic terroirs to communication and consumer strategies. Sessions dedicated to Chile, Argentina, Australia, Germany, and Portugal shared the stage with content focused on the Brazilian market, winery architecture, and the valorization of emblematic grape varieties. Among the international highlights, Germany introduced the VDP, an association of winemakers committed to excellence and sustainable practices, while Chile was represented by panels on “Secrets of Colchagua” and “Maipo Family Vineyards,” featuring winery Perez Cruz. Closing the day, the “Fundamentals of Australian Wine” panel, promoted by Wine Australia, offered a technical overview of style, diversity, and the principles underpinning the country’s production. |
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Amitié presents BeLow and
bets on the low-alcohol trend
Low-alcohol wines are increasingly present in global markets, attracting consumers seeking lightness, freshness, and authenticity in their glass. According to Idea.Bi data, this category is expected to grow an average of 7% annually through 2027, potentially reaching nearly 4% of the global beverage market. This movement is anticipated to consolidate as early as 2026, driven by consumers who value well-being, sustainability, and distinctive experiences — especially Generation Z, which is now entering the wine world. Attuned to this transformation, Amitié launches BeLow, a label designed for cosmopolitan, socially active consumers looking for balance without giving up special moments. Light, fresh, and relaxed, Amitié BeLow is an invitation to celebrate life in a simple, flavorful, and contemporary way. |
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Casa Valduga and the highest-scoring
sparkling wine in the
2025 Descorchados Guide
The Famiglia Valduga Group brings its six brands to PWSP — Casa Valduga, Ponto Nero, Domno Wines, Brewine Leopoldina, Becas Wine, and Casa Madeira — along with several new releases available for tasting at the event. Casa Valduga debuts four exclusive labels: Maria Valduga Nature, Praeteritum, Mundvs, and 130 D.O.V.V, the brand’s first sparkling wine with a denomination of origin. Maria Valduga Nature has already made waves, earning 95 points in the 2025 Descorchados Guide — the year’s highest score for a sparkling wine. Ponto Nero presents Enjoy Trebbiano, while Brewine Leopoldina showcases the Italian Grape Ale Riesling Renano. Becas Wine unveils the mockup of Becas Reserva Malbec, and Domno Wines hosts activities with international producers such as Tenuta Ulisse, Argento, Villa Prandone, and Varvaglione. Casa Madeira rounds out the portfolio with new jams and balsamic cream, highlighting the group’s diversity and innovation. |
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With Casa Perini sponsorship,
Sommelier Project
certifies refugee women
PWSP director Malu Sevieri led the diploma ceremony for the Sommelier Project course at Casa Perini’s booth, sponsor of the initiative and exhibitor at the fair. Fourteen women were certified, including 11 refugees. During the training, Malu taught an online class, sharing her career journey in the sector and encouraging participants to pursue professional opportunities. The Sommelier Project’s mission is to democratize access to wine, beer, cocktails, and spirits culture, connecting beginners and professionals. The initiative promotes responsible consumption, strengthens support networks, and offers high-quality training, fostering social inclusion. By providing education, the project opens doors to the job market, enabling career reintegration or transition. In this way, it helps reduce social exclusion, supports the beverage industry’s growth, and benefits both professionals and enthusiasts.
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Castilla y León:
one of Spain’s largest wine regions
For the first time, the Spanish region of Castilla y León is participating in PWSP with a delegation of 12 wineries showcasing the best of its viticulture. The initiative is led by the Castilla y León Institute for Business Competitiveness (ICECYL), a public entity dedicated to strengthening the local production system. With 84,000 hectares of vineyards and 14 appellations of origin, Castilla y León is one of Spain’s leading wine regions and sees Brazil as a strategic market for expanding its presence in South America. The participating wineries represent richness in different dimensions: from centuries-old family businesses to newer projects focused on regional identity, sustainable practices, and the promotion of native grape varieties such as Verdejo, Tempranillo, Mencía, and Prieto Picudo.
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Decanter brings the tradition
of iconic Folonari winery to Brazil
Importer Decanter has just announced the arrival of legendary Folonari, one of Tuscany’s most celebrated names, to its award-winning portfolio. The winery’s history dates back to the 18th century and gained momentum in 1911 when the Folonari family settled in the region. Since then, it has expanded its presence with the acquisition of emblematic properties such as Tenuta del Cabreo and Tenuta di Nozzole in the 1960s, along with vineyards in Bolgheri and Montalcino, reaffirming its importance in Italian viticulture. Among the labels arriving exclusively in Brazil, the highlight is the iconic Cabreo Il Borgo, regarded as Folonari’s first “supertuscan” and one of the wines that helped bring this category to the global stage. Made from a blend of Sangiovese, Cabernet Sauvignon, and Merlot, the wine combines sophistication, elegance, and up to 15 years of aging potential, cementing its status as a true gem for wine lovers and collectors.
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D’ELLAS – Del Maipo welcomes
Maiara & Maraisa
for exclusive launch
The Brazilian country music duo Maiara & Maraisa made a special appearance at PWSP at the booth of Del Maipo Wines and Gourmet, where the exclusive D’ELLAS sparkling wine was launched — a collaboration hitting the market in three labels: Moscatel, Brut Branco, and Brut Rosé. Specializing in importing premium wines, Del Maipo is dedicated to selecting labels from some of the most renowned producers from both the Old and New Worlds, offering consumers standout vintages, iconic brands, and unparalleled tasting experiences.
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World’s largest
sparkling wine producer at PWSP
Henkell Freixenet, the world’s largest sparkling wine producer, presents its diverse portfolio, featuring iconic labels. Highlights include Freixenet sparkling wines, a global benchmark in Cava; Mionetto, an Italian Prosecco icon with a strong international presence; and the Mía line, capturing the cosmopolitan spirit of Barcelona. The brand’s participation in PWSP underscores its commitment to expanding business and strengthening its connection with the Brazilian audience, engaging with professionals, experts, and consumers. For the company, this is a moment of optimism, as double-digit global revenue growth reflects the strength of its strategic categories and paves the way for expansion into key Latin American markets.
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Moët Hennessy returns with
Provence rosé benchmark
For the second time at PWSP, Moët Hennessy showcases the renowned Château d’Esclans, an undisputed reference for Provence Rosés. Located northeast of Saint-Tropez, the estate rose to global prominence after being acquired by Sacha Lichine, who, alongside winemaker Patrick Léon, spearheaded the “Rosé Renaissance,” repositioning the style as a symbol of sophistication, lifestyle, and luxury. At the booth, the iconic Whispering Angel — the world’s best-selling rosé — is featured, recognized for its lightness, elegance, and freshness, crafted from Grenache, Cinsault, and Rolle through meticulous processes.
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Monte Dictis brings
new Greek and Cypriot releases
Monte Dictis’ participation in PWSP is part of its strategy to expand in the Brazilian market. Recognized as a key platform to connect directly with clients and partners, the fair is also the ideal stage to launch new products and strengthen its presence in emerging regions. In 2025, the importer reaffirms its role as a reference in Greek wines, presenting a premium selection of traditional spirits such as Ouzo, Tsipouro, and Masticha liqueur, produced on the island of Chios using centuries-old techniques. For the first time, it is also showcasing wines and spirits from Cyprus, including the legendary Commandaria, a heritage of the Crusades. The portfolio is rounded out with extra virgin olive oil and Greek olives, highlighting the richness and authenticity of Mediterranean culture.
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My Winery celebrates
Brazilian identity
From the freshness of Cazzari sparkling wines launched in 2016 to the conceptual line started in 2018 with the “01” sparkling from Serra Gaúcha, My Winery continues to reinvent itself through original brands, partnerships, and surprising releases. One of the highlights at its booth is the exclusive launch of the Uyrá line, celebrating Brazilian identity with a playful twist — born from an internal joke about bird names, the brand has become a symbol of creativity and agility. The portfolio on display also includes South Africa’s Bobbejaan wines, Portugal’s Mosteiro dos Frades line, and Uruguay’s Bresesti winery’s original labels. The company is also celebrating the commemorative 50-year project of the legendary duo Chitãozinho & Xororó.
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Garibaldi celebrates history of unity and success
with new release
Cooperativa Vinícola Garibaldi is pre-launching its Garibaldi Harmonia wine line at PWSP. Created to celebrate its 95th anniversary, which will be marked in January 2026, the line features two barrel-aged wines. The Chardonnay comes from a blend of two French oak barrels, first use, with different toasting levels. The Harmonia red is a blend of four varieties (Merlot, Tannat, Ancellotta, and Marselan) from Serra Gaúcha and Campanha, aged for 24 months in first-use French and American oak. The “Harmony” concept, from vineyard to table, reflects the cooperative’s commitment to valuing people and their contribution to social development — expressed in each bottle representing the work of its 470 members.
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ViniPortugal brings
flavors from across the Atlantic
ViniPortugal has been a constant presence at PWSP since the very first edition, reflecting not only its commitment to the Brazilian market but also its trust in the fair as a strategic platform for connections, visibility, and expansion. This year, it brings together 35 producers and offers free tastings of 18 award-winning wines from the 2025 Wines of Portugal Competition. Tomorrow, it will host the session “Consumption Trends and Portuguese Wines,” led by Master of Wine Dirceu Vianna Junior, focusing on understanding new consumer habits and the opportunities they present to producers, importers, and industry professionals. The expert will explore the main trends shaping the global and Brazilian markets for Portuguese wines.
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