The fair exceeded all expectations with record growth
The 2025 edition of ProWine São Paulo, held from September 30 to October 2 at the Expo Center Norte, solidified its position as the largest and most important professional trade fair for wine and spirits in the Americas. The event not only surpassed expectations but set new records that confirm the sustained growth of the market in the region.
With over 20,000 qualified visitors and the presence of more than 1,500 brands from 36 countries, the fair registered an impressive 33% growth in attendance and a 7% increase in the number of producers compared to the previous edition. These figures reflect the dynamism and maturity the sector has achieved in Brazil and Latin America.
An Unprecedented Economic Impact
During the three days of the event, ProWine São Paulo generated approximately $250 million in direct business, a figure expected to reach $500 million by the end of 2025. This impact is so significant that, in just three months, the fair may account for 5% of the entire annual turnover of the wine sector in Brazil, a market projected to close the year with movements of $19 billion in the wine segment alone.
Malu Sevieri, the event’s director, highlighted that “we are contributing to the culture, history, and, most importantly, the business realization of the wine and spirits sector in Brazil and the world. Our country is a powerhouse in the beverage market.”
New Trends and the Rise of Premium Wines
The fair revealed important shifts in Brazilian market consumption patterns. Christian Burgos, Managing Partner, noted a transformation in gastronomic habits, with consumers seeking healthier lifestyles. This trend is reflected in the growth of white wines, which for the first time reached a 24% share among all wines consumed in Brazil, while sparkling wines maintain constant growth and are no longer exclusive to year-end celebrations.
Premium wines continue their expansion trajectory in the country since the pandemic, while entry-level wines have shown stagnation. This scenario confirms the sophistication of the Brazilian consumer and their evolution in purchasing choices.
Celebrating the Diversity of National Wine
ProWine São Paulo 2025 also consolidated itself as a platform to celebrate the growth of national wine. More than 200 Brazilian brands exhibited at the fair, representing 10 states and the Federal District, including emerging regions like Bahia, Espírito Santo, Goiás, Minas Gerais, and Pernambuco, in addition to the traditional producing centers in the south of the country.
The event saw the participation of important regional groups such as Vinhos dos Altos Montes, Vinhos Gaúchos, Aprovale of the Vale dos Vinhedos, and the Instituto del Vino del Vale do São Francisco, among others, demonstrating the plurality and strengthening of the Brazilian winemaking sector.
Looking Toward the Future
The success of the 2025 edition has driven expansion plans for 2026. The next ProWine São Paulo, scheduled for October 6 to 8, 2026, will leave the Green Pavilion to occupy the White and Blue Pavilions of the Expo Center Norte, allowing for an expansion of the event area and offering an even more complete experience to exhibitors and visitors.
Casa Donoso Buttery Chardonnay: Chilean Innovation at ProWine 2025
Among the highlighted participants at ProWine São Paulo 2025, Terravitabevs and Toral Wines & Spirits, alongside the importer Del Maipo, presented the Casa Donoso brand with its innovative Buttery Chardonnay line—a wine that embodies the perfect fusion between Chilean winemaking tradition and barrel-aging techniques in the purest Californian style.
Casa Donoso, a winery established in the heart of the Maule Valley in Chile, presented its Buttery Chardonnay, a wine distinguished by its unique barrel-maturation process with a focus on the buttery style, an innovation in Chilean viticulture.
The presence of Casa Donoso Buttery Chardonnay at ProWine 2025 captured the attention of importers and specialized buyers, who valued the innovation in the barrel technique and the excellent quality-price ratio offered by this premium wine. The offering aligns perfectly with the new trends in the Brazilian market, which seeks differentiated wines with distinctive character and interesting narratives behind each bottle.
ProWine São Paulo 2025 proved to be much more than just a trade fair: it has solidified its position as the strategic epicenter where trends are defined, alliances are forged, and the future of the winemaking sector in the Americas is driven. The record numbers, the sustained growth of the premium market, and the participation of innovative brands like Casa Donoso Buttery Chardonnay confirm that the Latin American consumer is increasingly sophisticated and receptive to quality proposals. With expansion confirmed for 2026, ProWine São Paulo continues its upward trajectory, positioning itself as the essential event for all industry players seeking to understand and lead the dynamic wine and spirits market in the region.
Source: https://prowinesaopaulo.com/
