Unveiling Opportunities in the South America Market
Brazil is a market built on relationships, discovery and trust and UNSIGNED. is designed precisely for that environment. For international producers without distribution, standing out in Brazil can be challenging, particularly in a market where buyers prefer to taste, meet producers in person and build long-term partnerships. UNSIGNED. removes those barriers by placing undistributed producers at the heart of the fair, giving them visibility, structure and on-the-ground support. Exhibiting with UNSIGNED. in São Paulo means connecting directly with Brazil’s most influential importers, distributors and on-trade buyers in a focused, curated environment – ensuring your wines are not overlooked, but properly discovered.
About ProWine São Paulo 2026
ProWine São Paulo is Brazil’s leading international wine and spirits trade fair, bringing together the country’s most influential importers, distributors, sommeliers and hospitality buyers in one place. Based in Brazil’s commercial capital, the show attracts professional visitors from across Brazil and wider Latin America, making it the most direct route for international producers to access decision-makers actively sourcing new wines for this fast-growing market.
To qualify to exhibit inside the UNSIGNED. area you have to be looking for distribution in at least three of the target visitor markets: Brazil, Argentina, Chile, Uruguay, Peru, Colombia and Mexico
Why Exhibit with UNSIGNED.
Are you a small-medium sized producer who wants to tap into the burgeoning South American market but doesn’t know where to start? Or are you already working in some markets and want to expand your distribution networks but don’t want to be on a generic stand in direct competition with your fellow producers or on a stand of your own without support. UNSIGNED. offers you a fully built and serviced stand with logistical and marketing support, leaving you to focus on what you do best—connecting with potential buyers and showcasing your wines.
Key Highlights São Paulo
Wine consumption is steadily increasing, driven by urban professionals and younger consumers.
A significant proportion of premium wine is imported, creating ongoing demand for international producers.
Most key importers, distributors and decision-makers are based in São Paulo.
Buyers actively seek new regions, grape varieties and stories, not just established classics.
Growth is strongest in mid-to-premium price segments rather than entry-level wine.
Restaurants, wine bars and hotels play a major role in introducing new wines to consumers.
Face-to-face meetings and tastings are essential, making trade fairs particularly effective.
Producers who establish distribution early can grow alongside the market.
Take a look at the 2025 edition of ProWine Brazil
Key Facts about the Brazilian wine market
Brazil is one of the most dynamic and underexplored wine markets in the world. With a population of over 200 million and a fast-growing middle and upper-middle class, wine consumption continues to expand — particularly in major urban centres such as São Paulo, Rio de Janeiro and Belo Horizonte. While per-capita consumption remains relatively low compared to Europe, this represents opportunity rather than limitation: Brazil is a market still in growth mode, with increasing curiosity, education and appetite for imported wines.
São Paulo sits at the heart of this opportunity. It is Brazil’s commercial capital, home to the country’s most influential importers, distributors, sommeliers, retailers and hospitality groups. For international producers seeking distribution in Latin America’s largest economy, exhibiting at a major wine fair in São Paulo provides direct access to buyers who actively source new wines and are open to discovering distinctive producers, regions and styles.
Your Stand:
PR & Marketing Support:
You won’t be starting from scratch
The directors of UNSIGNED. bring deep, first-hand knowledge of the Brazilian wine market, having previously worked extensively with Brazilian producers to support their export growth. Today, that experience is applied in reverse – using the same market understanding, contacts and insight to help international producers connect effectively with Brazilian buyers.
The Cost:
The total cost including all the services, the stand and equipment detailed above is 2,950€ + VAT (where applicable) for 2026. UNSIGNED. will book and pay the fair for the space and you will be contracted and invoiced by The Wine Agency.
For more information or to register to exhibit please contact hello@winesunearthed.com
Visit UNSIGNED. at ProWine
If you’re looking for new-to-market quality producers, then UNSIGNED. is the new focal point for you at ProWine Brazil. You’ll find producers from all over the world, all with one thing in common: they are looking for distribution in at least three of the countries where top buyers come from to ProWine Brazil.