ProWine São Paulo expects record attendance amid wine premiumization trends

The Brazilian wine market is experiencing growth and a shift toward premiumization, as highlighted by upcoming industry developments. The ProWine São Paulo trade fair, scheduled for October 6–8, 2026, at Expo Center Norte, is projected to be its largest edition to date. The event expects over 2,000 exhibitors and will expand to occupy two pavilions to accommodate increased participation from international delegations, including expanded presence from Portugal, Spain, Italy, France, Chile, and Argentina, as well as new participants from Hungary and Germany.

Industry trends indicate a rising interest in high-value wines. For example, in Portuguese imports, the Alentejo region has surpassed Vinho Verde as the primary region of interest for Brazilian consumers.

In the regional sector, Cooperativa Vinícola Garibaldi has launched a new label, Vinhas Vivas. Produced from Trebbiano and Prosecco grapes from old vineyards in the Serra Gaúcha, the wine is characterized as a light, refreshing, and slightly effervescent product made through manual harvesting and stainless steel maturation.