Catalan Wines Experience São Paulo connects eight Catalan wineries with Brazilian importers

On 26 November Prodeca organised a new edition in São Paulo of the Catalan Wines Experience, an action designed to facilitate Catalan wineries' entry into the Brazilian market. The aim of the day was to put eight wineries with no commercial presence in the country in direct contact with top-level importers and professionals, in a market that is already one of the destinations with the greatest potential for Catalan wine. An importer also took part with the Josep Foraster winery, interested in expanding its market share.

The participating wineries were Mas Blanch i Jové, De Muller, Mata i Coloma, Celler Cal Pla, Celler Vall Llach, Bodegas Aessir, Albet i Noya i Coca i Fitó, joined by Josep Foraster through its importer. The activity combined a masterclass given by sommelier Felipe Schmid —where each winery presented a selected wine— and a walk-around tasting open to professionals, with a second wine available for free tasting. During the session, attendees received commercial positioning information and guidance on distribution in the country.

The event was attended by the attendance of 50 registered professionals, split between importers and sommeliers, trade press and shops, which shows the growing interest in quality European wine. This action is the starting point of a three-month cycle of presentations and follow-up with importers, with the aim of getting as many wineries as possible to close market-entry agreements.

The Brazilian market, an opportunity for Catalan companies

The Brazil is an expanding market for imported wine: consumption is growing especially in the premium, white and sparkling segments, with a 28% rise in white wines and 10% in sparkling wines in 2025, according to the report Wine trends in Brazil, produced by Prodeca. Wine imports rose 14% in value between 2022 and 2024, positioning the country as a major net buyer of quality wine and receptive to new European brands.

In parallel, the Brazilian consumer, mostly urban and with growing interest in imported products, values the quality, sustainability and Mediterranean origin of European food and drink. For more information on the food market in Brazil, you can consult the Catalan Food Brasil, produced by Prodeca's Knowledge and Strategy team. 

In this context, the Catalan Wines Experience strengthens Catalonia's presence in Latin America's main market and anticipates the opportunities that the future tariff reduction foreseen in the EU–Mercosur Agreement may generate. A strategic bet to position Catalan wine in a growing, highly competitive market.