If it is true that Italian wine must diversify its markets as much as possible, it is equally true that South America — also thanks to the recent (and much-debated) agreement between the EU and Mercosur — is one of the main targets in this regard.
It is a strategy that “Simply Italian Great Wines” fits squarely into: the tour organized by IEM – International Exhibition Management and led by Marina Nedic and Giancarlo Voglino, one of the long-standing agencies in the field of internationalizing Italian wine, which is now reaching South America for the first time.

It will visit two key metropolises of the Latin American market: São Paulo, on 23 June, and Mexico City, on 25 June. “The event format — commercial workshops, B2B meetings, tastings and guided seminars — offers the 30 participating companies a concrete opportunity to make themselves known through direct contact with the local trade. All of this under the skilful direction of IEM USA, which, since 2007, has overseen the American market, from the north to the south of the continent,” a statement explains.
The note also stresses that Brazil and Mexico “represent two of the most promising markets for Italian wine in Latin America, united by the same trend: less volume, more value. Brazil confirms its position among the most dynamic markets globally, with a total value of around €2.3 billion and imports growing by 9.2% in the first half of 2025.

Here, Italy is the fourth-largest supplier, with exports exceeding €46 million 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, +5.2%) thanks to iconic denominations such as Chianti, Barolo and Prosecco, with sparkling wines growing by 9%.

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