A silent but accelerated movement is redrawing the Brazilian wine map. The region of Espírito Santo do Pinhal, in the interior of São Paulo, is experiencing a cycle of expansion that combines wine production, experiential tourism and real estate appreciation, and can attract up to R$1 billion in investments over the next four years.
Driven by the advancement of wine tourism and the proximity to large centers such as São Paulo and Campinas, the region already brings together more than 80 wine projects and has attracted the attention of businesspeople and investors looking for new opportunities outside the traditional axes.
From coffee farms to prestigious wineries
The transformation of the region did not happen overnight. According to Sérgio Batista, representative of AVVINE (Association of Winemakers of Serra dos Encontros) and founder of Vinícola Merum, the movement began around two decades ago, but has gained strength in the last 10 years.
Continues after advertising
One of the milestones was the adoption of the double pruningwhich allows the grape harvest to be moved to winter, a period of dry climate and greater temperature range, considered ideal for the production of fine wines.
International recognition came in 2016, when wines from the region began to gain prominence in global awards, consolidating the reputation of São Paulo’s terroir. “It was a watershed moment. From then on, new projects began to emerge and the region definitely entered the radar”, says Batista.
Wine tourism creates new regional economy
More than producing wine, the region is experiencing the consolidation of a new economy based on experiences. The calling wine tourism has expanded the scope of activity of wineries, which today function as leisure, gastronomy and hospitality centers.
Continues after advertising
In practice, wine has become the gateway to a broader ecosystem. Merum Winery, for example, already receives around 400 visitors per weekendwith tastings and gastronomic experiences, and plans to expand its structure with accommodation and events.
“A modern winery does not survive just by selling bottles. It is an ecosystem”, says Batista.
Lodging deficit opens up space for new businesses
Despite the growth in tourism, hotel infrastructure still does not keep up with demand. Today, the city has just over 700 bedsa number considered insufficient given the growing flow of visitors.
Continues after advertising
This mismatch has boosted hotel and real estate tourist. The expectation is that new developments will expand the accommodation offer and raise the standard of services in the region.
To investorsthe scenario is seen as a rare opportunity. “There is an obvious gap between demand and supply. The return on investment in hotels here is one of the most promising in the state”, says the businessman.
Real estate appreciation and capital attraction
The sector’s progress is already reflected in land prices. In just a few years, the value of a bushel jumped from about R$70 thousand to R$800 thousanda significant appreciation driven by growing investor interest.
Continues after advertising
Furthermore, the strategic location – around two hours from the capital of São Paulo and close to centers such as Campinas and Ribeirão Preto – favors the flow of tourists and capital.
In Batista’s assessment, investors find in the region a combination of factors that are difficult to replicate: logistics, qualified demand and potential for appreciation. “We are at the beginning of the cycle. It is time to enter a destination that is moving towards maturity”, he states.
Furthermore, according to the businessman, investments in viticulture and wine tourism are capital intensive, but offer a considerably rapid return on the brand and asset value. “The investor contributes the ‘Smart Money’ necessary for us to capture this repressed potential more quickly”, he adds.
Continues after advertising
And then, by raising the standard of construction and services, these contributions create a multiplier effect, attracting new businesses, luxury stores and infrastructure, transforming the region’s real estate landscape into a highly liquid and prestigious asset.
Economic and social impact
The growth of wine tourism also has effects beyond the real estate market. The activity has a more distributive character than traditional crops, such as coffee, by generating jobs on different fronts, that is, from hotels to local services.
According to Batista, this is a structural change in the regional economy, with a direct impact on income generation and workforce qualifications.
“Wine tourism irrigates the entire chain and promotes broader and more sustainable development,” he says.
Perspectives: luxury hub and international standard
In the coming years, the expectation is for the region to be consolidated as a high-end destination, comparable to international wine hubs.
The projection includes growth of up to 30% in the number of tourists by 2026in addition to expanding the range of restaurants, wineries open to the public and accommodation.
The ambition is clear: to transform the interior of São Paulo into a global reference in wine tourism, combining product quality, experience and proximity to large urban centers. “The future is to be a sophisticated refuge for those looking for good wines, nature and business within a few hours of the capital”, concludes Batista.
