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Brazil is no longer a future wine market. It’s a missed opportunity for many. With a $5B+ sector and over €500M in imports in 2025, growth is happening now, yet remains uneven and underexploited. While Chile, Argentina, and Portugal lead alongside domestic wines, structural gaps persist in positioning, distribution, and value creation. This session challenges assumptions, revealing where real opportunities lie in a fast-evolving market shaped by the EU–Mercosur deal.