The figure was cited by the director of ProWine São Paulo, a fair that runs through Thursday with more than 2,000 producers from 43 countries
Brazilians now drink, on average, more than 3 liters of wine a year. The figure was cited by Malu Sevieri, director of ProWine São Paulo, in an interview with the newspaper O Globo reproduced on the fair's website on October 5: according to her, per capita consumption passed that mark in June. The fair opened on Tuesday, October 6, at Expo Center Norte in São Paulo, and runs through Thursday, October 8.
In the same interview, Malu Sevieri described how still wine breaks down in the country: about 70% is red, 20% white and 7.5% rosé. On rosé, she summed it up this way:
Rosé is the one nobody hates, but nobody loves either.Malu Sevieri, director of ProWine São Paulo, to O Globo
Data released by the fair's organizers and published by Portal IN show that white is the fastest-growing type in percentage terms, while rosé is stable and red fell 1.4%. Low- and no-alcohol wine is also gaining ground and appears more and more on supermarket shelves, according to the site.
According to Portal IN, wine generated about R$21.1 billion in Brazil in 2025. Revenue from super-premium labels, with bottles above R$1,000, rose about 15%, and sparkling wine reached 4.5 million nine-liter cases, up 8%. Among imports, Portugal accounts for 27% of the wine entering the country, according to the fair's director. The Bebidário catalog includes Portuguese wines such as Casal Garcia Vinho Verde and Periquita.
This year's edition has more than 2,000 producers from 43 countries and fills two halls. The number of exhibitors grew 9% over 2025, and the number of foreign exhibitors about 40%, according to Malu Sevieri. In 2025, the fair drew more than 20,000 trade visitors over three days and generated about R$250 million in business, with a projection of R$500 million over the following three months, according to Portal IN.
Sources: ProWine São Paulo (October 5, 2026), Portal IN (October 5, 2026).
