ABOUT THE FAIR
ProWine São Paulo is the leading trade fair for wine and spirits in Latin America. It is exclusively tailored to industry professionals from retail, gastronomy, hospitality, as well as importers, distributors, winemakers, and sommeliers. Since its debut in 2019, the event has established itself as a key meeting point for the industry. It takes place annually at Expo Center Norte in São Paulo—one of Brazil’s most modern and conveniently located exhibition centers, offering excellent infrastructure and international standards.
The fair is organized by a seasoned team consisting of Emme Brasil, Inner Group, and Messe Düsseldorf GmbH, the global name behind the ProWein brand. São Paulo has become one of the most successful international editions of the fair. Other ProWine formats are held in cities such as Düsseldorf, Hong Kong, Shanghai, Mumbai, Singapore, and Tokyo. The São Paulo edition is specifically tailored to the unique characteristics and demands of the Latin American market.
At its core, the event showcases a carefully curated selection of wines, spirits, and other alcoholic beverages from around the world—including classics from France, Italy, Spain, Portugal, Chile, Argentina, and Germany, alongside exciting new discoveries from Austria, South Africa, and the United States. Brazilian wine production receives special attention, highlighting regions such as Serra Gaúcha, Vale do São Francisco, and Campanha, which are gaining increasing international recognition.
A fast-growing segment of the fair is dedicated to craft spirits, focusing on artisanal products like gin, whisky, and cachaça—the traditional Brazilian sugarcane spirit—as well as other premium liquors. The offering is further complemented by innovative solutions in wine technology, marketing, and packaging.
ProWine São Paulo positions itself not only as a business platform but also as a hub of knowledge. Formats such as the ProWine Forum—with masterclasses, expert lectures, and panel discussions—along with the Tasting Zone for guided tastings, create a space for professional exchange. Topics such as sensory evaluation, consumer behavior, market analysis, sustainability, organic wines, and marketing strategies are addressed in a practical and forward-looking way.
Innovation is also an integral part of the program. Trends like sustainable viticulture, biodynamic practices, alternative packaging formats, and canned wine are explored in terms of their relevance to the Brazilian market. The growing premiumization of the product range is reflected in the selection of exhibitors as well.
A key business development tool is the Buyers Program, which connects international buyers with leading producers and suppliers. It facilitates the building of business relationships and generates measurable value for all participants. This strong focus on business development makes ProWine São Paulo a vital platform for expanding networks, partnerships, and market access in one of the world’s most dynamic economic regions.
With its clear emphasis on quality, education, and innovation, ProWine São Paulo is much more than a traditional tasting fair: it is the central stage for the wine and spirits industry in Latin America—and a major international platform for sustainable market presence and professional exchange.
Visitors and exhibitors meet for the 7th time on the ProWine on 3 days from Tue., 06.10.2026 to Thur., 08.10.2026 in Sao Paulo.