Brazil’s wine consumption topped 3 liters per person for the first time.

Brazil’s wine market reached 21.1 billion reais in 2025, and annual consumption rose above 3 liters per person for the first time, according to figures presented ahead of ProWine São Paulo, a trade fair that opens Oct. 6 and runs through Oct. 8 at Expo Center Norte in São Paulo.

The event, now in its seventh edition, is expanding into two pavilions for the first time. More than 2,000 producers from 43 countries are expected to attend, meeting importers, distributors, sommeliers, and retail and hospitality buyers. Organizers say the fair is not designed for general consumers, but for the companies that decide what will be imported, stocked, and sold across Brazil in the months ahead.

Malu Sevieri, director of ProWine São Paulo, said the fair often offers an early view of what later appears on supermarket shelves. In 2025, the event drew more than 20,000 visitors, and 87% of them were decision-makers, she said. Business conducted during the fair reached about 250 million reais, with projected deals of 500 million reais in the following three months.

The growth of the event reflects broader expansion in Brazil’s wine industry. Sevieri said the market has been supported by a better informed consumer base, new drinkers entering the category, and a stronger domestic industry. Even so, Brazil still consumes far less wine per person than major wine-drinking countries. She cited Argentina, where annual consumption is around 30 liters per person.

Some of the strongest gains are coming from higher-priced products. According to the figures shared by the organizers, the super premium segment, defined as bottles priced above 1,000 reais, posted revenue growth of about 15% in 2025. Sparkling wine sales reached 4.5 million nine-liter cases, up 8%.

The trade fair’s larger footprint also points to rising interest from foreign producers. Sevieri said inquiries from new regions and countries have increased as companies look for access to Brazilian buyers. Brazil stands out because its wine market is relatively open to labels from many origins, unlike some producing countries where domestic wines dominate local consumption.

This year’s event will include established exporters such as Portugal, Spain, Italy, France, Chile, and Argentina, along with producers from less common origins in the Brazilian market. Organizers said the fair will also include new participating regions, two German representations, and Champagne producers that do not yet have distribution in Brazil.

Sevieri said European interest in Brazil has grown. She pointed to a larger presence of French producers coming directly to the event in search of importers, a more aggressive showing by Spain, and renewed growth in the number of Portuguese producers. She linked part of that movement to the trade agreement between Mercosur and the European Union, which is expected to reduce the import tariff between the two blocs to zero by 2034.

For the broader beverage industry, Brazil’s openness to imported wine could become an important outlet if weaker demand persists in more established markets. A country that is still increasing consumption from a relatively low base can offer room for suppliers seeking diversification, especially in segments such as sparkling wines, premium labels, and newer low-alcohol products.

Organizers said one of the clearest consumption shifts this year is in white wine. Sevieri said white wines are now the fastest-growing category by percentage, while rosé has remained stable and red wine recorded a slight decline of 1.4%. She said Brazil’s climate and food culture help explain part of that change, along with a view among consumers that white wine is lighter and better suited to occasions such as lunch.

If that trend continues, buyers at the fair could expand the variety of white wines available in Brazil, both in the number of producers and the number of countries represented in stores. Sevieri said the market has seen a similar pattern before with rosé, when producers without an importer first appeared at the event and later reached retail shelves.

Another category expected to gain space is low-alcohol and non-alcoholic wine. Sevieri said that until recently, alcohol-free wine was largely limited to specialty shops with only a few options. Now, she said, the category is appearing more regularly in supermarkets, suggesting that retailers are treating it as a mainstream segment rather than a niche one.

That shift matters in a business-to-business event like ProWine because the visitors are making purchasing and portfolio decisions rather than simply tasting new products. A retailer can choose to expand a category, an importer can sign a new producer, and a distributor can add a label that had no previous route into Brazil. Those choices can shape what consumers find in stores a few months later.

The scale of this year’s event suggests that producers see Brazil as more than a secondary market. With per capita consumption now above 3 liters, growth in sparkling wine and premium bottles, and more space opening for white, low-alcohol, and non-alcoholic offerings, buyers gathering in São Paulo this week are likely to influence not only which wines enter the country, but also which parts of the category gain the most shelf space in the near term.