The wine and spirits trade fair takes over Expo Center Norte from October 6 to 8, open only to industry professionals
ProWine São Paulo, which bills itself as the largest professional wine and spirits fair in the Americas, opens on Tuesday, October 6, at Expo Center Norte, in Vila Guilherme, in the north zone of São Paulo. The event runs through Thursday, October 8, from 12 p.m. to 7 p.m. each day, and is exclusively for the trade: importers, distributors, sommeliers, retailers and other professionals. Entry for anyone under 18 is prohibited, according to the fair's official website.
According to a report by Seu Dinheiro, the 2026 edition covers 36,000 square meters, 64% more than last year's 22,000 m², and brings together more than 2,000 exhibitors. The organizers say the 2025 edition drew more than 20,000 qualified visitors from 36 countries, with more than 1,500 wine and spirits brands. The fair has existed since 2019 and is the Brazilian version of ProWein, in Düsseldorf, Germany: it is organized by Emme Brasil, Messe Düsseldorf's representative in the country, together with Inner Group, owner of ADEGA magazine.
Beyond wine, there is ProSpirits, a section devoted to spirits, with whiskies, gins, liqueurs and cachaça. The program also includes masterclasses and the ProWine Forum, with panel discussions.
Seu Dinheiro reports that producing countries are expanding their presence at the fair as wine consumption falls in Europe: Germany arrives with a focus on Riesling, Hungary with the sweet wines of Tokaj, and Chile, Spain and Portugal are also growing. Executive Malu Sevieri, interviewed by the site, argues that Brazilian consumers need education to understand foreign labels, such as the many types of Riesling. According to the report, Brazilians drink just over 3 liters of wine a year, against an average of 62 liters in Portugal, and domestic leaders Pérgola and Góes sell 15 million and 10 million bottles, respectively.
The organizers estimate, according to Seu Dinheiro, that the fair will generate R$ 50 million to R$ 70 million in direct business and up to R$ 500 million in the following 90 days. Topics up for debate include the tax reclassification of wine, Brazilian terroirs such as Chapada Diamantina and Agreste de Garanhuns, and the effect of weight-loss drugs such as Mounjaro on alcohol consumption. The fair is also repeating the Glass is Good program of the Brazilian Beverage Association (Abrabe), which in 2025 collected 9.47 tons of glass, the equivalent of 15,576 bottles. The Bebidário catalog includes Pérgola Tinto Suave, from the market leader cited in the report.
Sources: Seu Dinheiro (September 18, 2026), ProWine São Paulo (official website, October 4, 2026).
