Sao Paulo alone is home to around 12 million residents and an estimated 200 wine importers, making it the country’s key commercial hub. While Sao Paulo naturally remains a priority, real scale lies beyond it -across the hundreds of importers operating throughout the rest of the country.
Brazil is often described as “two countries in one.” The South is wealthier, more developed, and home to the country’s strongest wine culture. Rio Grande do Sul is the center of Brazilian wine production, with the country’s most established wine growing regions concentrated there. My recent visit to the Wines of South America Fair in Bento Gonçalves, situated in the heart of Brazil’s winelands, reinforced why this market continues to be worth investing in.
During the fair, I met with around 30 companies of which roughly 80% were wine importers, primarily from Brazil. I also met a few importers from Ecuador, Argentina, Colombia, Panama, and Mexico. The fair is smaller and highly focused, which creates a valuable environment for meaningful tastings and conversations. Unlike larger trade fairs in the country where many importers exhibit themselves and then have little time to discover new products. Wines of South America allows for direct engagement and deeper business discussions.
Relationships remain fundamental to doing business in Brazil. When I first attended the fair in 2019, I partnered with two new importers. Today, we still work together, and both businesses have grown significantly. Returning this year, it was rewarding to see both exhibiting independently with my brands proudly displayed on their stands.
Reconnecting with long-standing contacts also confirmed how valuable consistent relationship building is in this market. Buyers often move between companies, but strong relationships built over time often continue with them. Trust carries real weight in Brazil, especially as sending samples to customers can be extremely complex, which means buyers often rely heavily on my recommendations when considering additions to their portfolios.
It was very encouraging to see how curious and confident Brazilian people are when asking about our Chenin Blanc and Pinotage; and then expanding to taste the rest of our portfolio. Word quickly spread that we were the only South African exhibitor at the fair, drawing interest not only from importers but also from exhibitors from other wine producing countries, all eager to taste and compare.
There was a genuine enthusiasm not only for our wines, but also for South Africa as a country. Tourism between Brazil and South Africa continues to grow, creating further awareness and connection between the two countries. South African tourism has seen a 35% increase in Brazilian visitors into our country over the past year. South African Airways now operates direct flights between Cape Town and Sao Paulo, with LATAM Airlines expected to add direct flights later this year as well. I always say the best way for someone to to fall in love with our wines is to spend time in our vineyards and to meet the families behind each wine brand.
The biggest opportunities came from conversations with regional distributors and retailers, many of whom are not yet importing South African wine. There was strong interest in well priced wines, supported by attractive labels, cork closures, and a clear and sensible brand story.
The takeaway is clear: Brazil is a relationship driven and highly competitive market. Success requires preparation and patience, understanding of the market, and building trust over time.
For South African wine producers and investors focused on export growth, Brazil remains a market that rewards patience, presence, and partnership. Based on our momentum seen in the market, it is a market well worth returning to. I will certainly return later this year enjoying the direct flight with LATAM Airlines.