City of Sao Paulo with the Obelisk of Sao Paulo on the left
Brasil Selection by CMB national competition medal

Host 2024 - São Paulo

Brazil's ascent in the world of wine: a rising star in viticulture

São Paulo is the largest metropolis in Latin America, with 22,429,800 inhabitants in 2022 (ArchDaily) in its metropolitan region, one of the ten most populous areas in the world.

About the host region

Aerial view of São Paulo city at night

Brazil's financial epicenter

Its population is greater than that of several countries, such as Chile (17,248,450), the Netherlands (17,100,475) and Portugal (10,487,289), in addition to being more populous than Bolivia, Paraguay and Uruguay combined.

Sunset light on buildings windows

The Metropolitan Region of São Paulo is the largest hub of national wealth. The metropolis centralizes the command of large private capital, concentrating the majority of Brazilian headquarters of the most important industrial, commercial and mainly financial complexes, which control economic activities in the country.

Meat in a plate and a glass filled with red wine

A vinicultural giant

The State of São Paulo, with its 38.7 million adults, is the largest wine market in Brazil, accounting for 32.1% of wine consumption in the country and with a per capita consumption of around 3 liters per year (MindMiners/Wine). In the city of São Paulo, residents drink wine on average 7.1 times a month, the highest frequency in national terms (Ideal Consulting).

An unleashing potential

In 2021, Brazil reached 14th position in the ranking of the most attractive wine markets in the world, after rising 12 places, according to the consultancy Wine Intelligence.  The growth in consumption in the country is followed by an increase in the number of drink lovers. Over the past 12 years, the population of regular wine consumers has doubled from 22 million in 2010 to 44 million in 2022, according to data from Wine Intelligence. And from 2016 to 2021, more than 20.2 million liters were consumed in the country — this value is expected to double by 2026, according to data from Euromonitor International, a market research provider. 

Aerial view of São Paulo city at night

Embrace wine diversity

According to data from Wine Intelligence, 70% of Brazilians say they are open to trying new types and styles of wine. This number is much higher than that of other more mature markets, such as the United States (51%) and England (43%), or even neighbors, such as Colombia (52%).

In relation to the consumption of spirits, São Paulo is also an important consumer hub, especially for products with higher added value, such as aged cachaças, whisky, gin, vodka, liqueurs and elaborate drinks. The State of SP is also one of the leaders in the production of spirits in the country, both industrial and artisanal.

Glass of Caipirinha, with green lemons around it

Unveiling the heartland roots

Caipirinha, the most traditional Brazilian drink, has its origins in the interior of São Paulo, whose inhabitants are affectionately called “caipiras”.

Join the competition

Registering online is the easiest way to enter your wines. Our team will guide you through the registration process.