ProWine São Paulo 2024 concluded with remarkable success, showcasing the largest gathering of wine and spirits professionals in the Americas. Held from October 1 to 3 at Expo Center Norte, the event attracted 15,000 visitors and featured 1,402 brands from 34 countries, solidifying its status as a premier industry event.
The fifth edition of ProWine São Paulo was marked by a new feature: the division of exhibitors by country, which elevated the visitor experience by providing a unique sensory journey through the best drinks from each participating nation.
The event also introduced an exclusive app that facilitated connections between exhibitors and visitors, resulting in over 200,000 interactions during the three-day fair.
The ProWine Forum was a significant attraction, offering approximately 60 hours of masterclasses covering various topics, including:
- The pre- and post-pandemic wine market
- Diversity in Argentine wine
- Year-end sales strategies
- The future of sommeliers
- Sake as a global drink
Malu Sevieri, the fair’s director, emphasized the forum’s value, stating it serves as a treasure trove of knowledge for attendees, allowing them to enhance their palates and discover new labels.
Notable Masterclass
One of the standout events was the masterclass on “Pêra-Manca Red 2018 & 60 Years of the Eugénio de Almeida Foundation,” led by Pedro Baptista. This invitation-only session marked the world premiere of the new Pêra-Manca Red, celebrated for its prestige in Alentejo, and was held outside Portugal for the first time.
Commitment to Sustainability
ProWine São Paulo demonstrated its commitment to sustainability by recycling over nine tons of glass through the “Glass is Good” initiative. This program ensured that all glass used at the fair was properly processed, contributing to energy savings and reduced CO2 emissions. A glass crushing machine was also installed to enhance security and streamline the recycling process.
Looking Ahead to 2025
ProWine São Paulo has already set the date for its next edition, scheduled for September 30 to October 2, 2025. The organizers are committed to introducing even more innovations and business opportunities, building on the success of this year’s event. Malu Sevieri expressed pride in the record numbers achieved and the fair’s significance as a business hub for the wine and spirits sector in the Americas.
ProWine São Paulo continues to be a vital platform for industry professionals, fostering connections and promoting the growth of the wine market in the region.
