The ProWein world portfolio is expanding. In addition to existing trade fairs in Düsseldorf, Shanghai, Singapore and Hong Kong, Messe Düsseldorf is launching a new trade fair geared specifically to the Latin American market: ProWine in São Paulo. Like all other brands in the ProWein group, it will be a trade-only event and serve as hub for the entire Latin American region. Partners for the new ProWine São Paulo include Emme Brasil, Messe Düsseldorf’s representative in Brazil, and Inner Group, publisher of the well-known wine trade magazine Adega. Erhard Wienkamp, Managing Director at Messe Düsseldorf, sees strong promise in Brazil for a professional B2B trade fair “made by ProWein”: “The Latin American market is definitely ready for a trade fair like ProWein. In Emme and Inner Group, we have two highly competent partners who know the market inside and out and have a strong, established network.”

The premiere staging of ProWine in São Paulo will be held from October 20 — 22, 2020 at the Transamerica Expo Center. It replaces Provino, organized by the partners Emme Brasil and Inner Group, held in October 2019 in São Paulo. About 2,600 visitors from retail and gastronomy, over 100 journalists and more than 200 brands attended. “The positive feedback from Provino demonstrates the huge demand for Brazil to host a professional trade fair of its own,” stated Malu Sevieri, General Manager at Emme.

Christian Burgos, CEO and publisher at Inner Group, also sees recent market trends pointing towards future success: “Brazilians have been showing ever-increasing interest in wine. The nation’s producers have already done a lot of work to expand their vineyards, but at this point they are still unable to satisfy the country’s domestic demand. No wonder that countries such as Portugal, Spain and France, as well as South American neighbors such as Chile and Argentina, have long been “courting” the country intensively as a potential wine market.”

The organizers expect about 100 international wine and spirits producers at the first ProWine in São Paulo. First registrations have already been received from major importers such as World Wine, La Pastina and Cantu, as well as from Wines of Argentina and Vinhos do Tejo from Portugal. An extensive seminar program will complement the presentation of wines and spirits.

For further information on visiting or exhibiting at ProWine São Paulo 2020, contact Messe Düsseldorf North America; Telephone: (312) 781-5180; E-mail:; Visit and; Follow us on twitter at