What makes Espírito Santo do Pinhal the "branch" of Faria Lima in the Serra da Mantiqueira?
The quality of the wines produced in the region has been attracting a growing number of entrepreneurs, investors, and top executives, who are also venturing into viticulture.
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Espírito Santo do Pinhal, located 190 kilometers from São Paulo in the Serra da Mantiqueira, has been attracting a growing number of entrepreneurs, investors, and top executives, earning it the nickname "branch" of Faria Lima. Traditionally known for coffee cultivation, the city has recently become a destination for wine enthusiasts, both domestic and international. This trend has led many "Faria Limers" to cultivate their own grapes and produce their own wines.
The transformation began in the early 2000s when the Guaspari family identified the highlands of Pinhal as ideal for viticulture, comparable to European vineyards, leading to the establishment of Vinícola Guaspari in 2006. Today, with 50 hectares of vineyards, the winery has received several awards, including the Decanter World Wine Awards 2024.
Currently, there are at least 39 winery projects underway within a 50-kilometer radius of the city's center. Over the past two decades, approximately R$ 530 million have been invested in the region, with tourism generating R$ 25 million in 2024 alone. The city has flourished, earning the nickname "Serra dos Encontros" and solidifying its place among the best Brazilian wine routes.
Sérgio Batista, former vice president of Mastercard, discovered Pinhal by chance. After years of enotourism worldwide with his wife, Luciana Guimarães, he participated in a blind tasting where he mistook a Brazilian Syrah from Guaspari for a French one. Impressed, they visited Pinhal and, in 2021, purchased land to establish Vinícola Merum.
Similarly, Fabiano Duarte, a former executive at Itaú and Mastercard, invested R$ 4 million in Vinícola Duarte. Ana Paula and Patrick Eckert, president of the pharmaceutical company GSK in Brazil, founded Vinícola Les Amis. Juliano Lourenço, after selling IClinic, partnered with Felipe Aversa to create Rancho Churrascada, a complex offering dining, lodging, and rural experiences. Rodrigo Dantas, co-founder of Vindi, chose to invest in coffee cultivation, noting opportunities as current producers age and younger generations show less interest in farming.
These initiatives highlight the region's potential, attracting professionals seeking new ventures and contributing to the economic and cultural development of Espírito Santo do Pinhal.