Georgian wine made its debut at Prowine Sao Paulo 2024

ProWine São Paulo 2024, held from October 22-24, marked an extraordinary opportunity for Georgian wines to reach the rapidly expanding Latin American market. Known for its vibrant atmosphere, ProWine São Paulo brought together winemakers, importers, sommeliers, and wine enthusiasts from around the world to discover unique terroirs and connect with industry leaders.

This year, Georgia proudly debuted its wines at the event, thanks to Loco por Vino, the passionate representative of Georgian wines in Brazil. Through a dedicated Georgian stand and special masterclasses on the ancient Qvevri method, Loco por Vino offered visitors a profound glimpse into the 8,000-year-old tradition of Georgian winemaking. “As soon as we moved to Georgia in 2023, we began sharing the rich history and unique aspects of Georgian wine with South America,” shared the Loco por Vino team. “It was an honor to introduce the first-ever Georgian wine stand at ProWine São Paulo.”

This presence was more than symbolic—it opened doors for Georgian wines in Brazil and beyond, allowing Georgian winemakers to establish important connections, distribution channels, and a solid cultural bridge with Latin America. The enthusiasm was tangible, especially around wines crafted with the Qvevri method. Attendees were captivated by varieties like Saperavi and Amber wines, noting how the Qvevri technique lent these wines a character that was both ancient and refreshingly novel.

 “The true highlight of the event was Georgian wines” – the feedback from attendees was overwhelmingly positive, with many professionals expressing newfound admiration for the distinctive qualities that Georgian wines brings to the global stage. “Our stage was one of the most visited at the fair, and we opened an impressive 160 bottles of wine over the course of just three days – this result even surprised the event organizers.  

As Brazil’s wine market matures, Georgian wines seem to be arriving at the right moment. With a population of over 216 million and a palate that is open to premium and diverse wine styles, Brazil presents a promising consumer base. The established market for South American wines like those from Argentina and Chile is now ripe for new experiences, making Georgian wines—especially those crafted in Qvevri—an exciting prospect for Brazilian wine lovers.