Simply Italian Great Wines
SOUTH AMERICA TOUR
23rd - 25th June
Sao Paulo • Mexico City
Simply Italian Great Wines, the event created by IEM – International Exhibition Management to promote Italian wine worldwide, will return to two key markets: Brazil and Mexico, with stops in São Paulo and Mexico City.
The two Simply Italian events are specifically designed to give Italian producers the opportunity to meet directly with local professionals (importers, sommeliers, the Ho.Re.Ca. channel) and trade press, fostering the establishment and strengthening of business relationships. The primary goal is to enhance and communicate the value of Italian wine, giving visibility to leading wineries through a rich program of seminars, guided tastings, and workshops.
Brazil
Brazil remains one of the most dynamic wine markets, with an overall value of about €2.3 billion and steady growth. In the first half of 2025, total wine imports reached €503 million, up +9.2% compared to 2024, while per capita consumption rose to 2.7 liters annually, marking a recovery from previous years.
Italy strengthens its position as Brazil’s fourth-largest supplier, after Chile, Argentina, and Portugal. In 2025, imports of Italian wine grew by 12.8% in value and 10.3% in volume, with an increase already visible in the first half (+11.48%). The total value of Italian wine exports to Brazil is estimated at over €46 million, compared to €41 million in 2024.
The most requested categories are sparkling wines, rosés, and light white wines, while full-bodied reds are less popular. Italian wine exports to Brazil recorded a +12.6% growth in 2025, one of the highest rates among emerging markets, driven by the EU-Mercosur agreement, which provides for the gradual elimination of tariffs and recognition of Geographical Indications.
This scenario opens strategic opportunities for Italian wineries, which can focus on premium labels, sustainability, territorial storytelling, and expanding digital and Ho.Re.Ca. channels, both in strong growth.
Mexico
The Mexican wine market in 2025 confirms the trend seen in previous years: lower volumes, higher value. After the decline recorded in 2024, the first half of 2025 shows stabilization in overall imports, with value growth estimated at around 3%, while volumes continue to decrease slightly.
Bottled wine remains the dominant category, accounting for over 75% of total import value, while the sparkling wine segment shows signs of recovery, with a 7% increase in volume and stable prices. Bag-in-Box continues to grow, driven by urban consumers seeking practical and sustainable solutions, while bulk wine remains marginal and in constant decline.
On the import front, Italy consolidates its second position in value, reaching about €72 million (+5.2%), and third in volume with over 20 million liters (+4.8%). The most requested Italian labels are those linked to designations of origin, such as Chianti, Barolo, and Prosecco, which benefit from a premium image and strong cultural recognition. Italian sparkling wines, in particular, show significant growth, with an estimated +9% increase in value, confirming their appeal among Mexican consumers.
The elimination of non-tariff barriers and protection of geographical indications favor Italian wines’ access to the Mexican market under more competitive conditions, reducing costs and simplifying customs procedures. This context opens interesting prospects for Italian wineries, which can focus on quality, sustainability, and territorial storytelling to stand out in a market increasingly oriented toward value.
Join this event
The event structure is divided into four key parts:
- Informational seminar and guided tasting
- Sales workshop/Walk-around tasting
- Evening events
- B2B meetings
To participate or receive more information, contatct us:
I.E.M. International Exhibition Management
e-mail info@iem.it
phone. 045-8303264
fax 045-8303296