Simply Italian Great Wines arrives in South America for the first time, a stop that marks the format’s entry into a region of growing interest for Italian wine. The event, created by I.E.M. – International Exhibition Management, continues its mission to promote Italian winemaking around the world in all its richness and diversity, and for this first edition it reaches two key cities in the Latin American market: São Paulo, on June 23, and Mexico City, on June 25.
The event format — commercial workshops, B2B meetings, tastings and guided seminars — gives the 30 participating wineries a concrete opportunity to make themselves known through direct contact with the local trade. All under the expert direction of I.E.E.M. USA, which has been a presence in the American market, from North to South of the continent, since 2007.
Why Brazil and Mexico?
Because they represent two of the most promising markets for Italian wine in Latin America, sharing the same trend: lower volumes, higher value. Brazil confirms its position among the most dynamic markets worldwide, with a total value of around 2.3 billion euros and imports up by 9.2% in the first half of 2025; here Italy is the fourth-largest supplier, with exports exceeding 46 million euros and demand driven by sparkling wines, rosés and light whites. Mexico, for its part, increasingly rewards quality: Italy ranks second by value (around 72 million euros, +5.2%) thanks to iconic appellations such as Chianti, Barolo and Prosecco, with sparkling wines growing by 9%. Both scenarios are further strengthened by the regulatory framework — the EU-Mercosur agreement for Brazil and the protection of Geographical Indications for Mexico — which reduces tariffs and barriers, opening strategic prospects for Italian wineries ready to focus on premium labels, sustainability and territorial storytelling.
“In an international landscape marked by growing uncertainty, being present in key markets is no longer an option but a strategic necessity. Brazil, today among the most dynamic and promising markets for Italian wine, offers concrete growth opportunities that companies cannot afford to overlook. At the same time, Mexico represents an established market, where relationships built over time and now long-standing events continue to generate value and new business opportunities. The Simply Italian tour allows companies to connect directly with the leading operators of the local trade, maximizing visibility, networking and commercial opportunities. A unique chance to strengthen brand positioning, develop strategic partnerships and gain a competitive edge in high-potential markets. Investing today in presence and relationships means building the foundations for tomorrow’s success,” said Marina Nedic, Managing Director of I.E.M., together with Giancarlo Voglino.
