ProWine São Paulo 2026

ProWine São Paulo returns to the Expo Center Norte from 6 to 8 October 2026 for its seventh edition. Organised by Emme Brasil, Inner Group and Messe Düsseldorf, it is the largest and most important professional trade fair for wine and spirits in the Americas, and the only one exclusively dedicated to the B2B market in the region. With more than 50% of all wine and spirits imported into Latin America going through Brazil, São Paulo is the strategic gateway for producers seeking to enter or expand across the continent.

The 2025 edition welcomed more than 20,000 trade professionals and more than 1,500 brands from 36 countries, generating approximately R$250 million in direct business over three days and an estimated R$500 million in the three months following the event. For 2026, the organisers are expanding the fair to two pavilions — White and Blue — to accommodate the growing number of exhibitors and visitors following a record edition with more than 33% audience growth year on year.

87% of visitors to ProWine São Paulo are industry decision-makers, making it one of the most commercially effective wine and spirits events in the world. Beyond the exhibition floor, the ProWine Forum offers three dedicated rooms for technical content, masterclasses, guided tastings and panels on global market trends.

What to do at the fair?

• Exhibition floor – two pavilions: More than 1,500 brands from over 36 countries, spanning wines, spirits, accessories and services, presented by producers, importers and distributors for direct business meetings and deal-making.
• ProWine Forum: Three dedicated conference rooms hosting masterclasses, guided tastings, technical sessions and market trend debates throughout the three days. Programme to be announced.
• Networking and business rounds: Structured meetings between exhibitors and qualified buyers from Brazil and across Latin America. A key opportunity for producers seeking distribution in the region's most important import market.
• Product launches: ProWine São Paulo is the platform of choice for international and Brazilian producers to introduce new references to the Latin American market.

Useful links

Official website – Visitor registration, exhibitor list and programme