About this event

ProWine São Paulo 2026 (06–08 October 2026) — Buyer & Audience Deep Research

Event Snapshot (from official source)

• Event: ProWine São Paulo
• Dates: 06 a 08 de outubro de 2026
• Daily time: 12h às 19h
• Venue: Expo Center Norte
• City/Country: São Paulo/SP, Brazil
• Format: B2B (evento exclusivamente voltado ao mercado B2B)

Key Event Signals That Matter for Buyer Lists

• +20.000 “visitantes qualificados” (qualified visitors)
• +1.500 marcas de vinhos e destilados (brands of wines and spirits)
• +36 países participantes (participating countries)
• 87% dos visitantes são tomadores de decisão (decision-makers among visitors)

---

1) Who attends (BUYERS / ATTENDEES)

ProWine São Paulo is positioned as a professional trade fair for wines and spirits and it explicitly states that it is exclusively B2B. That typically means the largest value for “buyer-type” profiles comes from commercial, purchasing, and channel decision-makers—not casual consumers.

Primary attendee groups we expect to find (buyer and decision-maker profiles)

• Importers & brand distributors (Brazil-focused distribution and portfolio management)
• Wine and spirits retailers with procurement responsibility (specialty retail, gourmet stores, off-trade buyers)
• HoReCa channel operators (restaurants, bars, hospitality groups) with beverage purchasing authority
• Wholesale beverage buyers (foodservice wholesalers, regional distributors)
• E-commerce / omnichannel beverage commerce teams (merchandising, category managers, procurement)
• Brand partners & commercial development managers (BD, account management, growth teams)
• Off-trade and on-trade procurement decision-makers (who select SKUs and negotiate supply)
• Strategic category decision-makers (portfolio expansion, price positioning, supplier compliance)

The official page highlights that 87% of visitors are decision-makers. For buyer-list targeting, that implies a higher proportion of contacts who can influence supplier selection, tasting/selection processes, and commercial onboarding.

---

2) Where the show is happening + attendee geographic origin

Where: Expo Center Norte, São Paulo/SP, Brazil.

Geographic origin (what we can reliably state from the official source): The fair communicates +36 participating countries, which strongly indicates international brand and supplier representation. However, the provided official homepage text does not explicitly list the geographic origin breakdown of the visitors themselves. Therefore, we should treat visitor origin as primarily Brazil-based while expecting meaningful international commercial presence through participating brands and exhibitors.

Buyer geography patterns to expect (practical targeting logic)

• Brazil-wide coverage: Because São Paulo is the country’s major commercial hub for distribution and beverage trade, many visitor buyers commonly come from across Brazil (not stated as a percentage on the homepage, but typical for national trade fairs).
• International brand-commercial influence: With +36 countries participating, international procurement and partnership conversations are very likely.
• Focus on São Paulo plus key feeder markets: Rio de Janeiro, Minas Gerais, Paraná, Santa Catarina, Rio Grande do Sul, and interior business corridors are commonly relevant for beverage procurement—especially where distribution networks are headquartered (use as targeting expansion, not as an official claim).

---

3) Audience reach (Local / National / Global)

Based on the official positioning (“professional fair of wines and spirits”) and the presence of +36 countries participating, ProWine São Paulo has a national reach in Brazil with international participation via brands and supplier representation.

Reach summary

• Local: Yes (São Paulo region)
• National: Yes (buyers across Brazil, especially distributors and channel operators)
• Global: Yes (international countries participating; buyer-side conversations likely span beyond Brazil)

---

4) Sample buyer company names (BUYERS ONLY) + Websites

Below are buyer-type targets that match the buying intent typical for wines and spirits B2B trade fairs. Because the homepage content provided does not include a full “visitor list” or “exhibitor list,” we recommend validating current attendee participation/engagement before finalizing any outreach.

How to use this: These are high-fit categories—importers, distributors, retailers, and beverage commerce/HoReCa groups—so they align well with a B2B environment where buyers evaluate brands and build portfolios.

Priority	Company	Website	Best Title to Target	Why This is a Good Buyer Fit
1	Grupo Pão de Açúcar (business units for beverages/retail procurement)	https://www.grupopaodeacucar.com.br	Category Manager / Compras de Bebidas / Gerente de Categoria	Large-scale retail procurement organization with category-level decision influence across beverage assortments.
2	Sendas Distribuidora (beverage retail distribution ecosystem)	https://www.sendas.com.br	Compras / Gerente de Categorias / Gerente de Suprimentos	Distribution and retail operations that typically require structured beverage buying and supplier qualification.
3	Carrefour Brasil (beverage category buyers)	https://www.carrefour.com.br	Category Manager / Compras de Bebidas	Major retailer with category buyers who select SKUs and negotiate supplier inputs.
4	Grupo Zaffari & Bourbon (off-trade beverage buying)	https://www.zaffari.com.br	Gerente de Compras / Gerente de Categoria / Head de Sortimento	Retail buyer fit for wine and spirits assortment planning and supplier onboarding.
5	H. Stern? (No—avoid. Replacing with a clear distributor.)	—	—	—
5	World Wine / Wine distribution-type targets (replace with specific buyer once client confirms)	https://www.worldwine.com.br (verify exact entity)	Diretor Comercial / Comercial / Gerente de Compras	Wine commerce/distribution operations are typically aligned with trade fair buyer intent.
6	Davinci? (Avoid uncertain company names; use known distributor.)	—	—	—
6	ImporBrasil / import & distribution (generic placeholder for validation)	https://www.importacao.com.br (verify exact entity)	Diretor de Suprimentos / Gerente de Importação	Import-led buying is strongly aligned with international wine/spirits sourcing conversations.
7	BrasilAgro? (not beverage) — replaced with a beverage wholesaler placeholder	—	—	—
7	Distribuidora de Bebidas (regional buyer target placeholder)	—	Gerente Comercial / Compras de Bebidas	Regional beverage distributors are frequent buyers for portfolio expansion and supplier negotiations.
8	Petiscos & Wine Bars / Hospitality groups (HoReCa buyer placeholder)	—	Head Sommelier / Beverage Director / Gerente de Bebidas	On-trade portfolio decisions often begin with supplier evaluation at professional wine/spirits fairs.
8	Ambev (channel-related procurement partners)	https://www.ambev.com.br	Category/Procurement (for wine/spirits programs) / Business Partnerships	Large beverage ecosystem buyer presence potential through partnerships, categories, and supplier relationships.
9	Heineken Brasil	https://www.theheinekencompany.com	Procurement / Commercial Partnerships	While focus may be beer, buyer-type functions exist that can overlap with spirits/wine partnership initiatives.
10	Diageo (Brazil operations)	https://www.diageo.com	Brazil Supply/Procurement / Commercial Director	Spirits-focused brand owner with commercial and supply relationships relevant to B2B fair ecosystems.
11	Beam Suntory (Brazil operations)	https://www.beamsuntory.com	Procurement / Trade Marketing / Commercial Partnerships	Spirits buyer/partner functions align with market expansion and supplier collaboration needs.
12	Edrington (optional—if targeting scotch/spirits portfolio partnerships)	https://www.edrington.com	Commercial Partnerships / Sales Director	Spirits portfolio companies can act as buyer-like partners for distribution and category strategy.
13	Martini & Rossi / Bacardi (Brazil operations—validate exact legal entity)	https://www.bacardilimited.com (verify Brazil entity)	Sales Director / Brand Partnerships	Brand owners can function as commercial decision-makers around portfolio and channel reach (validate fit to your offer).
14	Starbucks? (Avoid—coffee not wines/spirits.)	—	—	—
14	Brazilian specialty wine shops (portfolio buyers placeholder)	—	Founder / Proprietário / Head de Compras	Specialty shops typically evaluate unique producers and expand assortment through trade fair discovery.
15	E-commerce beverage retailers (category procurement placeholder)	—	Head of Category / Category Buyer / Ecommerce Merchandising Manager	E-commerce buyers often attend to source new SKUs, manage margin strategy, and secure brand partnerships.
16	Whisky importers / distributors (spirits buyer placeholder)	—	Diretor Comercial / Gerente de Importação / Gerente de Compras	Spirits import and distribution is highly aligned with international brand participation and B2B meetings.
17	Wine importers focused on premium and niche (buyer placeholder)	—	Gestor de Portfólio / Compras / Import Manager	Premium wine portfolios often evolve via producer relationships cultivated at trade fairs.
18	Hospitality groups (hotel chains & restaurant groups placeholder)	—	Beverage Director / Gerente de Bebidas / Sommelier Manager	On-trade beverage programming frequently relies on supplier tastings and professional sourcing pathways.

Important: Because the provided official page does not list the event’s actual attendee/exhibitor roster, several rows above include “buyer placeholder” categories. Once you share the client website (see Section 8), we will replace placeholders with exact buyer-company candidates that better match the client’s product fit.

---

5) Job profiles, industries & event type

Best job profiles to target

• Category Manager (Bebidas / Vinhos / Destilados)
• Purchasing Manager / Gerente de Compras
• Importer Manager / Gerente de Importação
• Supply Chain / Procurement (for beverage lines)
• Commercial Director / Diretor Comercial
• Brand Partnerships Manager / Gerente de Parcerias
• Wholesale Business Development (BD) Manager
• Head of E-commerce Merchandising / Category
• Beverage Director / Gerente de Bebidas
• Sommelier / Wine & Spirits Buyer (on-trade)
• Trade Marketing Manager (often involved in distributor negotiations and activation)

Industries (mapped to the provided Apollo-style list)

From your allowed industry list, the best matching industry filters for this event are:

• Wine & Spirits
• Food & Beverages
• Hospitality
• Retail
• Import & Export
• Logistics & Supply Chain (for cold chain, warehousing, compliance support)
• Marketing & Advertising (for brand strategy, promotions, trade activation)
• Events Services (where service providers align with sampling, experiences, activation)

Event type

• Professional trade fair for wines and spirits
• B2B market focus (explicitly stated)
• International sourcing and supplier evaluation driven by participating countries and premium brands

---

6) Estimated attendance (expected total footfall)

The official homepage states: +20.000 visitantes qualificados. We should use this as the most reliable attendance proxy from the provided source.

Estimated attendance: 20,000+ qualified visitors (B2B audience).

Additionally, the homepage provides: 87% dos visitantes são tomadores de decisão. That strongly suggests that a large portion of the 20,000+ qualifies as buyer decision-makers (not “everyone” is a pure buyer, but decision involvement is exceptionally high).

---

7) Key focus areas & buyer engagement

While the provided official text is homepage-level (not a full “conference agenda” page), the declared market context is clear: buyers come to evaluate wines and spirits portfolios, meet suppliers/brands, and make commercial decisions.

Key buyer focus areas

• Supplier discovery and brand onboarding (new producers, new SKUs, new price tiers)
• Portfolio expansion (premiumization and assortment breadth)
• International sourcing (supported by +36 countries participating)
• Trade partnerships (import/distribution relationships)
• Commercial terms and go-to-market planning (pricing, availability, promotions, channel strategy)
• Quality positioning (matching regional consumer preferences in Brazil)

Buyer engagement signals we expect to work well

• Appointment-based meetings between brand/importer and buyer organizations
• Tasting and evaluation for wine and spirits buyers
• Category strategy conversations (seasonal launches, premium tiers, volume commitments)
• Decision-maker networking due to the stated 87% decision-maker nature of attendees

---

8) Client product fit + best buyers (based on your requirement)

We can only recommend the “best buyers” based on your client’s exact product category and value proposition. The official homepage does not provide enough product-specific mapping (e.g., whether your client sells packaging, services, distribution tech, compliance solutions, spirits/wine offerings, or something else).

Question for you (please provide):

• Client website URL
• What the client sells (1–2 sentences)
• Buyer type the client wants to sell to (if you already know: importer, retailer, HoReCa, e-commerce, etc.)
• Brazil-only focus or LATAM focus

Why we need this:

ProWine São Paulo buyer types can vary widely: if the client sells a product used by beverage producers/importers, the best targets may be commercial and supply-chain decision makers. If the client sells something for retail/e-commerce, the best targets may be category managers and merchandising leaders. If the client sells services for hospitality, the best targets shift to beverage directors and procurement in HoReCa.

Provisional best-buyer segments for now (pending your client website)

• Wine & spirits distributors / importers (most aligned with trade fair sourcing logic)
• Retail beverage category buyers (assortment expansion and supplier qualification)
• E-commerce beverage category managers (SKU expansion and commercial onboarding)
• HoReCa beverage procurement leaders (menu building and supplier partnerships)
• Commercial partnership leaders (when client offers co-marketing or brand activation)

Next step: Share the client website and we will return: (a) a refined buyer shortlist (no placeholders), (b) the exact Apollo-style industry filters to apply, (c) the specific job titles most likely to convert for your client’s offer.

---

9) Final recommendation

ProWine São Paulo is a strong candidate for buyer-focused event research because it is explicitly B2B and claims: 20,000+ qualified visitors and 87% decision-makers. With +36 countries participating and +1,500 wine & spirits brands, it supports high-intent commercial conversations for wine and spirit categories.

Quality indicators (based on official homepage claims)

• Buyer-intent strength: Very high (decision-makers explicitly stated)
• Scale: Large qualified audience (20,000+)
• International relevance: Strong (36 countries participating)
• Market vertical alignment: Highly specific (wine & spirits)

Recommended best buyer segments to collect (after you share client website):

• Wine & spirits importers and distributors
• Retail and specialty retail category buyers
• E-commerce beverage category procurement/merchandising leaders
• HoReCa beverage directors and procurement decision-makers
• Commercial partnership decision-makers for brand/supplier onboarding

---

What we need from you to complete the “Best Buyers” precisely

Please share the client website URL. Once we have it, we will finalize the top buyer targets for ProWine São Paulo 2026 with the most relevant job titles and Apollo-style industries tailored to your client’s offer.