ProWine São Paulo hosts 2,000 producers amid Brazilian wine market growth

The ProWine São Paulo trade fair has commenced at the Expo Center Norte, featuring over 2,000 producers from 37 countries. The event, which occupies two pavilions for the first time, serves as a platform for producers to negotiate with importers, distributors, and retailers amid shifting global market dynamics.

While global wine exports saw a decline in volume and value in 2025, the Brazilian market has shown significant growth. According to the International Organisation of Vine and Wine (OIV), wine consumption in Brazil rose by 41.9% in 2025, reaching 440 million liters. This growth is particularly notable in the ‘super premium’ segment, which saw a 15% increase in revenue.

Among the participants is Vinícola Rio Manso from Jacutinga, Minas Gerais. The winery is making its debut at the fair, showcasing seven labels produced from its high-altitude vineyards in the Serra da Mantiqueira. The company is also using the event to introduce its upcoming enotourism project located on its 82-hectare property.