Brazil Is No Longer Just Wine’s Market of the Future
ProWine São Paulo will gather more than 2,000 producers from 37 countries, showing why Brazil is moving from a long-promised opportunity to a relevant market for the global wine trade.
ProWine São Paulo will bring more than 2,000 producers from 37 countries into two exhibition halls. Its expansion offers evidence that Brazil is moving from a long-promised opportunity to an increasingly relevant market for the global wine trade.
What happened
ProWine São Paulo will hold its seventh and largest edition from 6 to 8 October at Expo Center Norte, bringing more than 2,000 producers from 37 countries to Brazil’s largest city.
For the first time, the trade fair will occupy two exhibition halls, the Blue and White pavilions. The expansion follows a 2025 edition that attracted more than 20,000 professional visitors and over 1,500 brands from 36 countries.
According to the organiser, 87 percent of last year’s visitors were involved in purchasing decisions. Approximately BRL 250 million in business was generated during the three days of the fair, with a further BRL 500 million projected over the following three months.
Those are organiser figures and should be treated accordingly. Even so, the physical expansion of the event, the number of international delegations and the arrival of producers still seeking representation provide tangible evidence of the attention now being directed towards Brazil.
For decades, foreign producers described the country in almost identical terms: a large population, low per capita consumption and enormous potential. Brazil was always presented as a wine market of the future.
The question raised by ProWine São Paulo 2026 is whether part of that future has finally arrived.
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