Vivi Priamus: At the Heart of Uruguay’s Wine Revolution

Rooted in the 17th century

February 2023. On the coast of South America, where the Atlantic wind blends the aromas of the ocean and fresh grapes, an idea was born — to create a new wine brand, Vivi Priamus. The goal was not just to launch wines on the market, but to capture the very spirit of modern Uruguay in a bottle.

Uruguay is more than endless pastures and football passion. It’s a land where winemaking took root back in the 17th century and became the life’s work of hundreds of families. Here, at latitudes comparable to the finest regions of Argentina and South Africa, unique Tannat grapes ripen each year — the country’s signature variety, rediscovered and reimagined by local masters.
 
Once almost invisible on the global wine map, Uruguay’s wine industry has transformed over the past decades. Today, the country is home to about 300 wineries, most of them family-owned. They have embraced their potential, launched new projects, tightened quality control, and taken export seriously. This moment of rapid growth — which many experts call the “wine revolution” — is what inspired the Vivi Priamus team.
 
The ambition was bold: to launch a wine brand from scratch, on a limited budget, and in a short time, secure a place in the competitive mid and mid+ segments.
 
The brand brought together a team — from agronomists to designers — entrusted with positioning, packaging, and communication. The project was headed by Susana Cayali, partner at Mildberry Cloud.
 
A portfolio of 14 wines was developed, with an annual production volume of 5,000–6,000 bottles. Production is deliberately limited so that each wine is accompanied by rigorous quality control and carries its own story.

Spirit of Uruguay’s wine revolution

The label style draws on constructivism, reflecting the energetic, modern spirit of Uruguay’s wine revolution. This design gave the brand a strong visual edge in a highly competitive environment.
 
In September 2024, sales began in Uruguay and Argentina, with plans to expand to Mercosur countries. Just a year and a half — from concept to the first bottle sold — proved the project’s vitality.

Expert recognition

Expert recognition:
 
• Descorchados 2025 — up to 92 points
• Tim Atkin Uruguay Report 2025 — up to 92 points
 
The brand quickly gained loyal clients and a growing base of repeat customers. Instagram became its “window” — sharing behind-the-scenes stories of winemakers, family traditions, cellar experiments, and the feeling of being part of the industry’s renewal.
 
Vivi Priamus is growing against the backdrop of a true “revolution” in Uruguayan wine — a period where tradition intertwines with innovation, and each new bottle becomes part of the country’s evolving story. Experts see this trend as a model for the global wine world: here, they are unafraid to change standards, create new brands, work for export, and surprise with taste and individuality.

Today, Uruguay’s wine market is a stage for competition and innovation, where family winemakers and major companies stand shoulder to shoulder, and attention to detail and product uniqueness are the key competitive advantages.
 
Vivi Priamus is more than just a wine brand — it’s proof that talent, a personal touch, and respect for place can turn a young idea into a national talking point. In every glass, there’s a little sunshine; in every sip, the character of a family and of all Uruguay; and in every label, the breath of its modernity. This is a brand impossible to overlook.