São Paulo Enters the Global Wine Innovation Map with WineX Tomorrow – 1st International Forum
At a time of profound transformation within the global wine industry, São Paulo has become the stage for a strategic debate about the future of the sector.
The city hosted WineX Tomorrow – The 1st International Wine Forum, an initiative that brought together experts, market leaders, and institutional representatives to discuss new paths for wine culture, wine tourism, and the business models that will shape the industry over the next decade.
The event emerged from a collaboration between the company Vinho & Você S/A, led by Daniela Cardoso, and the global movement Rethinking The Wine Industry, founded by researcher Priscilla Hennekam. Together, they propose a new perspective for the sector by integrating market innovation, human behavior, and sustainable development.
Held at the São Paulo City Council, the forum was also designed as a space for reflection and technical foundation for a legislative proposal presented by Daniela Cardoso to the municipal government. The proposal aims to establish guidelines for modernizing wine culture and wine tourism in the city, incorporating contemporary dimensions such as behavioral analysis, professional training, and human development into public policy.
São Paulo on the Global Wine Innovation Map
More than an institutional discussion, the forum reflected a global scenario of change: declining consumption in traditional markets, the emergence of new generations of consumers, and the urgent need to reinvent long-established industry practices.
Among the invited speakers were prominent figures from the wine market and academia, including Caterina Garolafo, Gabriela Zandonadi, Nathalie Tarquet, Laurent David, Paul Mabray, Fernanda Paes de Barros, Dr. Leonardo Lourenço, Adão Morellatto, Marcelo Schneck de Paula Pessoa, Jones Valduga, Paulo Brammer, Eduardo Cruz, Julio César Kunz, and Cláudio Góes.
The ceremonial session included the presence of Bolivia’s Consul General, Vânia Claros; Tânia Dias, Chief of Staff of the São Paulo State Secretariat for Economic Development; and Priscila Bornschlegell, CEO of Born Commerce International.
During the event, a legislative initiative aimed at strengthening Brazil’s wine sector was also highlighted, supported by City Councilor Adrilles Jorge. The proposal reinforces dialogue between the public sector and private enterprise to create a more favorable environment for the development of wine culture in Brazil.
Another institutional milestone was the official recognition of March 2nd in the city’s calendar through Law No. 14.485, establishing the Day of Innovation and Business Management in Wine Tourism and Wine Culture. The initiative seeks to encourage sustainable practices, professional qualification, and social responsibility within the tourism and gastronomy sectors.
More than a one-time event, WineX Tomorrow emerges as a permanent platform for strategic reflection. By hosting the forum, São Paulo reinforces its role as a Latin American hub for innovation and business networking, connecting producers, researchers, entrepreneurs, and new players in the global wine ecosystem.
The Convergence of Two Visions
At the forefront of the project is Daniela Cardoso, a specialist in human behavior, psychoanalysis, and communication, as well as a certified sommelier. She is the founder of Wine Education & Sense (WES) and the creator of the 5 Senses methodology.
Her work develops an approach that uses wine as a tool for self-awareness and decision-making clarity. Drawing from fields such as behavioral neuroscience, semiotics, and neurosommelier studies, Cardoso expands wine tasting beyond sensory pleasure.
In her view, wine becomes an exercise in perception and consciousness — a bridge between sensory experience and human development.
Complementing this perspective is the strategic partnership with Priscilla Hennekam, creator of the Rethinking Wine movement, a global community present in more than 80 countries. The initiative has evolved into a digital platform dedicated to high-level discussions and the collective development of solutions for the wine industry.
By combining deep behavioral analysis with the strength of an international network of experts, the two leaders created an environment that encourages the circulation of ideas, shared risk-taking, and the expansion of opportunities within the wine market.
Sensory Experience and the Presence of Brazilian Wineries
The forum also opened space for the participation of renowned Brazilian wineries, which offered a special tasting experience to guests — connecting strategic discussions with the sensory dimension of wine.
Participating wineries included Casa Valduga, Góes, Innvernia, and Vinícola Guaspari, which presented selected labels during the event, highlighting the strength and sophistication of Brazilian wine production within the contemporary global landscape.
An Ecosystem of Transformation
WineX Tomorrow is consolidating itself as the embodiment of a new paradigm for the wine sector, based on two central pillars:
Structural transformation, through the redesign of business models and the incorporation of new technologies into the wine market.
Human and cultural evolution, expanding awareness, behavior, and the sensory experience surrounding wine consumption and wine culture.
By integrating market intelligence, innovation, and human development, the forum establishes the foundations for a responsible modernization of the industry.
More than a gathering, WineX Tomorrow inaugurates an ecosystem in which innovation, culture, and consciousness move forward together.
The lectures, debates, and highlights of the event can be followed on the project’s official YouTube channel:
https://www.youtube.com/@WineXTomorrow
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