Gramado (RS) – Connection Terroirs of Brazil, one of the country’s leading events focused on promoting origin-based products, will foster an unprecedented connection between Brazil and Mexico in its 2026 edition. Among the highlights of the program is the participation of Mexican executive Araceli Ramos Rosaldo, an international reference in cultural tourism and brand positioning.
With over 25 years of experience at José Cuervo—the oldest tequila producer in the world—Araceli has built a solid career leading global strategies in promotion, public relations, and the promotion of Mexican culture. She currently serves as Senior Executive of Promotion and Public Relations at the company and is recognized as one of the leading ambassadors of tequila on the international stage.
Internationally recognized, Araceli was honored as “Woman of the Year 2019” by the Honoris Causa International Foundation and has received several awards in tourism, public relations, and business leadership. At Connection Terroirs of Brazil, she will represent Mexico, presenting to the Brazilian audience the history and relevance of tequila as a cultural heritage, as well as sharing successful case studies that connect territory, brand, and experience. Her talk will focus on “Sustainability and Value Creation.”
Her participation reinforces the event’s proposal to promote cultural exchange through products with identity and origin. “Tequila is much more than a beverage: it is a cultural heritage of Mexico, full of history, tradition, and identity. Bringing this representation to Connection is a way to broaden horizons and promote a genuine connection between Brazil and Mexico through experiences that value origin and territory,” highlights the event’s CEO, Marta Rossi.
About Connection Terroirs of Brazil
Held in Gramado (RS), Connection Terroirs of Brazil is considered the country’s main showcase for origin-based products, bringing together producers, experts, brands, and institutions that value identity, territory, and authenticity.
The program includes lectures, panels, sensory experiences, a fair of products with geographical indication, family farming, guided tastings of coffee and wine, and activities that highlight Brazil’s diversity. In 2026, the event expands its international reach by establishing a special connection with Mexico, highlighting tequila as one of the key elements of this cultural exchange.
This year, the event will take place from June 10 to 13, in downtown Gramado, with the theme “Made with soul by many hands.” It is organized by Rossi and Zorzanello, with co-organization by Sebrae.
CONTENT STAGE – One of the highlights of the event is the program of lectures and panels held at the Palácio dos Festivais. In addition to Araceli Ramos Rosaldo, the venue will feature French professor and researcher Jean-Louis Le Guerroué, among other experts.
In total, around 12 speakers will address topics such as experiential tourism and the challenges and opportunities of geographical indications in light of the Mercosur–European Union agreement.
The sessions will take place in the mornings of June 11 and 12. Starting April 14, first-batch tickets will be sold at R$400.
More information is available by phone (+55 54) 99140-2393 or on the website connectionexperience.com.br.
Text: Fernando Gusen | fernando@rossiezorzanello.com.br
Photo: Araceli Ramos / Personal Archive
