Successful In-Person Staging of Prowine São Paulo 2021


As the first in-person trade fair for the wine and spirits sector in Brazil since the start of the COVID pandemic, ProWine São Paulo featured 350 brands from 17 countries and attracted 3,500 trade visitors from 12 nations to the Transamérica Expo Center. The event put all internationally certified hygiene and safety protocols for this type of trade show into place.

The main players in the market participated in ProWine São Paulo and reported good business results. “The exhibitors closed many deals at the trade fair and expect a great end of the year for the wine industry,” commented Christian Burgos from Inner Group.

“We are very happy to have held the first professional event for the wine and spirits sector since the beginning of the pandemic, following all safety protocols. And even happier that all our exhibitors closed new deals at the trade fair,” added Malu Sevieri from the show organizer Emme Brasil.

Exhibitors at ProWine São Paulo 2021 included renowned companies such as AEP Associação Empresarial de Portugal, CVRVV (Vinhos Verdes), Amitié Espumantes, Arya Wines, Benmax, Cantu importadora, Davo, Henkell Freixenet, Interface, JC Teste e Medição, La Pastina, Monte Dictis, Movin, Mosto Flor, Netter, Prodeca, Pizzato, PNR Group, Raf-Ojakh, RAR, Real Wines, Six Eight Nine, Sur Valles, Upper Trade (Blanic), Sebrae-RS, Valduga, VCT Brasil, Vicente Faria Vinhos, Vinhos Tejo, Vini Portugal, Vinoterra, Vinhos de Altitude, Vistamontes, Viver Gourmet and World Wine.

The exhibits were supported by the ProWine Forum, with industry specialists discussing marketing trends, product launches, the post-pandemic challenges and opportunities. Leading topics included people and process management, technology application in the entire customer’s purchase journey and sales strategies. A highlight at the Forum was the “Rise of Canned Wine” session with participation from Jones Valduga (Casa Valduga), Daniel Gambardelli and Diego Arrebola (Arya Wines) and Hugo Magalhães (Ball Packaging) and mediated by Joana Bronze, presenting the opportunities and challenges that new packaging materials and formats bring to the industry. Several exhibitors launched canned products, confirming what was discussed at the Forum. “It is essential to pay attention to innovations and determine which one is the best fit for your business. And, of course, sustainability is an important topic,” commented Rico Azeredo, Director of ProWine São Paulo.

The Brazilian wine exhibitors and the quality of their products were very well received. “Brazil is a continental country, with several producing regions. ProWine São Paulo managed to present the Brazilian wine diversity to the trade visitors,” said Rico Azeredo.

With the lack of glass bottles and more “new wine drinkers,” categories such as bag-in-box and canned wines are trending even more now. An important fact mentioned during ProWine São Paulo is that Brazilian wine consumption since the COVID pandemic increased drastically while it did not happen in many other countries, several even saw their wine consumption decrease. “In 2020, Brazil consumed 500 million liters of wine! This is a spectacular historical landmark. In 2019, the consumption was 80 million liters of wine”, remarked Galtaroça, from Ideal Consultoria, at the ProWine Forum.

More than 8,000 glasses were used at ProWine São Paulo and all of them were washed at 90 degrees and with sanitizing products. In addition, with the partnership with the Glass is Good project, all bottles used at the event were recycled. There were also individual biodegradable spittoons for a better tasting experience.

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