PROWINE SAO PAULO 2022

PRODECA - Ministry of Climate Action, Food and Rural Agenda is organising the group participation of companies at the ProWine Sao Paulo 2022, to be held from 27 to 29 September.

FAIR AND MARKET DATA

ProWine Sao Paulo, organised by Messe Düsseldorf and EMME Brasil, was created to meet the wine and spirits sector's demand for a quality business event in Latin America with a clear focus on commercial relationships. It is currently the largest sector fair in the Latin American region, in terms of the diversity of products exhibited and the business generated.

Prodeca will be present under the "Catalonia, where wine is culture".

Visitor profile

This event is aimed exclusively at wine and spirits professionals.

Some 300 exhibitors and 5,000 trade visitors are expected, bringing together beverage importers and exporters, distributors, wholesalers, supermarkets and hypermarkets, bars, restaurants, hotels, specialist shops, sommeliers, retailers and wholesalers specialising in wines and spirits, and consultancy and e-commerce companies.

Attendees at this fair come mostly from every state in Brazil, as well as from Colombia, Peru, Mexico and Panama.

Market data

In 2021 Latin America consumed more than 1,956 million litres of wine and sparkling wine. Within this, Brazil is the region's second country after Argentina, with 18% of the total consumed, and carries significant weight for international product: Brazil consumes more than 50% of the wine imported by Latin America.

According to Brazilian customs data, third-country wine sales in Brazil reached 163 million litres. Despite being one of the countries hardest hit by the coronavirus pandemic, which brought significant trade restrictions, wine imports into Brazil surged 28% in volume and almost 50% in value in 2020. For the second consecutive year, and after the slight dip in 2018, Brazil imported more wine, at an average price of up to €2.22 per litre, the highest to date.

A growing market for wine imports

Latin America is forecast to see wine and sparkling wine consumption rise by 16.8% over the next three years, according to Euromonitor International data.

The Brazilian market leads Latin American wine imports, rising from 30 million litres imported in 2000 to 163 million litres last year. Over these 20 years imports have grown at an annual rate of 8.5% in volume and 15% in value, from €20m imported in 2000 to €330m in 2020.

Packaged still wines currently dominate Brazilian imports with more than 95% of the total (148 million litres). Sparkling wines, the second most imported type, lost share on the previous year, falling 18% in volume and 11% in value to 5 million litres imported. In third place, bag-in-box wine grew 31.7% in volume and 60% in value, though from low absolute figures (1.32 million litres imported).

With 48% of the market, and helped by its geographical proximity, Chile dominates the Brazilian market. Argentina and Portugal complete the podium, both exceeding 23 million litres exported. Italy lost share as the fourth largest exporter compared with 2019, and France and Spain share 5th and 6th place: Spain is the 5th largest supplier by volume, while France holds that position by value.

Catalan wine exports to Brazil in figures

Brazil was the 16th largest destination market for Catalan wines, with exports worth €5.45m, 1.06% of the total exported worldwide in 2020. Compared with the previous year, Catalan wine exports rose 11% in value and 23% in volume. This increase was driven above all by growth in sparkling wine exports, which account for 60% of the Catalan wine market in Brazil, both in volume and value. During 2021, with data from January to November, Catalonia exported 5.95 million litres worth €19.4m to Latin America.

Domestic consumption will grow in the near future

Brazilian consumers are more open to novelty than those in other Latin American markets. According to Exame Brasil, the country's leading business magazine, 70% of Brazilians are willing to try new varietals from different countries and producers — a far greater willingness than among American, Chinese and British consumers (51%, 47% and 43% respectively).

Red wines account for 84% of wine consumption, white wines 15% and rosé 1%. Over the next four years, wine consumption in Brazil is forecast to grow strongly: more than 9% a year in volume and 17% in value. This implies growth in imports.

Consumers over 35 stand out as the drivers of wine consumption. In 2020, 59% of the total population were regular consumers.

SELECTION CRITERIA AND DESCRIPTION OF THE STANDS

Prodeca provides Catalan companies with an exhibition space under the "Catalonia, where wine is culture" brand, with the aim of supporting the commercial promotion of this sector.

Criteria for accepting companies

Catalan producers of wine, sparkling wine, other wine products and spirits made in Catalonia may be admitted.

Wines covered by a non-Catalan designation of origin and products made outside Catalonia, including spirits, will not be accepted.

Companies dealing exclusively in wine trading will not be accepted either, unless they represent a producer: in that case, the name listed as exhibitor will be that of the producer.

Acceptance will be in order of arrival of registrations, among those meeting the requirements.

Description of the stands

Participation is envisaged in a shared area with no dividing walls and shared storage, where each company will have a space of approximately 5 m2, with a counter, display cabinet and fridge (a large shared one or a small individual one, depending on what is possible), a high table and 2 stools, plus company graphics.

Double stand

Companies wishing to book a double stand must state this on their application. In that case the graphics and furniture will be adapted and, at the company's request, its stand may be marked off with a side divider.

Prodeca will deliver the stands with basic, harmonised decoration.

If an exhibitor needs furniture or services not covered by the terms of the call, they must notify Prodeca for approval and must bear the cost.

Other information

All companies will be included in the fair catalogue.

A draw will be held to allocate exhibitor locations.

The Prodeca staff assigned to organising the stand will support exhibitors before and during the fair.

COST AND CONDITIONS OF PARTICIPATION

• Space per company: €1,800 + 21% VAT = €2,178
• Double space: €3,100 + 21% VAT = €3,751

Companies interested in taking part must complete the registration form and send it to Prodeca together with payment or proof of payment of the registration fee.

Company registrations will be accepted until the space contracted for this fair is fully allocated.

A minimum number of registered companies is required for the activity to go ahead. Should it not be reached by the stated deadline, the activity would be cancelled and the amounts paid refunded.

APPLICATION AND PAYMENT DEADLINE

• Closing date for applications: 15 June 2022
• Registration fee: €900 + 21% VAT = €1,089

A company will be considered admitted once it has submitted its application within the stated deadline and paid the registration fee. The remaining amount must be paid before 29 July 2022.

If the company withdraws, it will forfeit 100% of the amount paid. The organisers reserve the right to assess the reasons given by the company for cancelling its participation and to refund a percentage of the amount paid.

Prodeca reserves the right to select companies according to the criteria set out in the previous sections.

TRANSPORT OF SAMPLES

Prodeca will appoint a company for the transport of samples. Exhibitors may nevertheless engage another transport company.

If the exhibiting company chooses to engage another transport service, Prodeca will accept no responsibility and will not coordinate the arrival of the samples at the fair venue, which is in all cases the responsibility of the contracting company.

All costs arising from the transport service (transport cost, insurance, duties, import costs and/or any others) are at the exhibiting company's expense.

Prodeca will cover €500 per company for the shipment of samples for exclusive display use at the fair. This contribution, which applies only to outbound transport, will be deducted from the total invoice issued to the company by the appointed carrier.

The carrier will consolidate the samples from all companies, which must deliver documentation and product on the dates to be indicated; these must be strictly observed so as not to delay the shipment for the other companies.

Should a company need an additional transport service, such as collection of goods from its warehouse or return transport, it must arrange this directly with the carrier before the fair and at its own expense.

Prodeca will send specific instructions on this point.

Based on an initial enquiry, freight forwarders advise shipping samples by air, as sea freight requires a great deal of time for local customs procedures and does not reduce local taxes either.

To give an idea of costs, assuming a winery brings around 10 cases of 6 bottles (60 bottles in total), transport may amount to approximately €1,800 per company (depending on taxes on the product).

Prodeca will later send a notice setting out the regulations, instructions and the deadline for delivering documentation and product.