Vinitaly, Italy's largest and most important promotional engine, defines itself as a ‘breeding ground and hub’ for industry trends. It has a mission that has grown far beyond its role as a host in Verona.
In 2024, Vinitaly, together with the state export trade agency ICE, organized 24 events, roadshows, and trade fairs worldwide. As a highlight, it docked in Doha and Tokyo alongside the Amerigo Vespucci, the sailing ship, used for training the Italian Navy and as ambassador of Made in Italy, was an unparalleled backdrop for wineries and buyers.
The trade fair company now has not only the ICE, the international chambers of commerce, and the embassies as partners in its pursuit of international, and ideally influential, buyers, but it can also rely on three ministries. In addition to the Ministry of Agriculture, these are the Ministry for Business and Made in Italy and the Ministry of Foreign Affairs.
In March 2025, the roadshow also went to India – a potentially promising market – for the first time in 16 years. Before the opening of the Verona event there was Vinitaly Chengdu in China on 21-24 March, and an official presentation of the 57th edition of Vinitaly Verona in Brussels.
Last year, Vinitaly welcomed 97,000 trade fair visitors. Over 30,000 professionals traveled from 140 countries, and the number of international top buyers had increased by 20% to 1,200. Similar figures are expected for 2025.
Debut for dealcoholized wines
Verona would have preferred to set up an exhibition area for ‘Nolos’ (Italy's abbreviation for No & Low Alcohol) last year, but refrained from doing so for diplomatic reasons. Dealcoholization was not yet permitted in Italy at that time. The Minister of Agriculture Francesco Lollobrigida only signed the legal norms at the end of 2024. However, Meininger Verlag was able to help in 2024 with a fully booked tasting of these categories.
This year, dealcoholized and partially dealcoholized wines will have their own exhibition space and event program. The concept envisions two focal points. On April 8, 2025, the focus will be on ‘Zero Alcohol and the Expectations of the Market,’ and on April 9, 2025, on the state of the art of the technology. Both events will take place in cooperation with the Unione Italiana Vini (UIV) and will be enriched with market research results from the joint economic monitor. In addition, Weinwirtschaft editor-in-chief Karin Eymael will present a tasting of the winning wines of MUNDUS VINI NON-ALCOHOLIC 2025.
Vinitaly will also set up a bar-like tasting area for the Nolos, and cocktails with alcohol-free wines will also be a focus in the Mixology section. At the new ‘0 Alcohol Cocktail Bar,’ visitors can also have cocktails mixed according to their preferences. The generally growing interest in mixology and the doubling of participating producers has led to a move to Hall C – together with the 101 exhibitors of Vinitaly Bio and the MicroMegaWines.
Wine tourism
Wine tourism is a huge topic and a growing source of income for Italian wineries. Therefore, the trade fair has engaged professionals from the tourism industry and offers producers not only seminars but also individual consultations with ten appointments per company. According to the latest joint report from the association Città del Vino and Nomisma (No. 20/2024), the total value of wine tourism in Italy amounted to €2.9bn, compared to €2.5bn in 2023 (+16%). Wine tourists spend an average of €400, of which €89 is invested in the direct purchase of wine and €128 in accommodation. 86% of the guests come from abroad; Germans (23%) and Americans (23%) are the most frequent wine tourists.
Raw Wine and vibrant tastings
Within the traditionally structured framework of Vinitaly, the fair's organizers have forged a partnership with Raw Wine. On April 7th, Isabelle Legeron MW will curate a series of continuous tastings showcasing organic, biodynamic, and natural wines from the international Raw Wine community. This event, open to all attendees, will run from 9:30 AM to 5:30 PM in the Sala Argento, located in the lower level of the Palaexpo congress center.
While importers and distributors typically navigate a tightly scheduled itinerary, the discovery of emerging wines remains a cornerstone of any successful trade fair visit. To assist in this pursuit, here is a curated selection from the many tasting opportunities:
The diverse, yet often overlooked, wines of the Aosta Valley will be presented, a region frequently unfamiliar even to Italian wine specialists. The Valle d'Aosta Consortium will offer introductory tastings on April 6th from 3:30 PM to 5:30 PM, and again on April 7th from 10:30 AM to 12:00 PM. Both sessions, free of charge, will be held in Hall 10, 1st floor, Room C.
Additionally, on April 7th, attendees will have the opportunity to explore ‘Salt West,’ a nascent collaborative project spearheaded by three Italian Masters of Wine: Gabriele Gorelli, Andrea Lonardi, and Pietro Russo. The trio has acquired an historic vineyard in Marsala, facing the "stagnone" lagoon, to spearhead a renaissance of this storied wine region. ‘Salt West’ extends its invitation to other producers with vineyards proximate to the sea and salt pans. This presentation will take place from 4:00 PM to 5:00 PM in the Palaexpo, Entrance A2, 1st floor, Main Hall.
Also on the 7th, in the morning, as part of its 100th centenary celebration, Vinitaly will be hosting a special masterclass of Multi-Vintage wines led by Italian expert, Filippo Bartolotta. Apart from Pasqua's own Hey French, there will be Roederer Collection 245 Champagne, wines from Vega Sicila, Cain Cain Vineyard & Winery in Napa, Valdivieso's Caballo Loco from Chile and Meininger International's associate editor Robert Joseph's K'AVSHIRI from Georgia. Numbers are strictly limited, so booking through the event calendar is essential.
On April 8th, wine author Ian D'Agata will conduct a two-hour tasting entitled "New, rare, and innovative wines you have never tried or heard of." This session, promising both intrigue and education, carries a €20 fee and requires advance booking through the event calendar.
Please note that at the time of publication, the complete event schedule had not yet been uploaded; however, the calendar is regularly updated. For optimal coordination of business appointments, registration on the Vinitaly Plus portal is strongly recommended.
Vinitaly and its urban festivities
Vinitaly and the City, the companion programme designed for private wine enthusiasts in the heart of Verona, will take place this year from April 4th to 6th. This vibrant and convivial urban wine festival distributed over 50,000 tasting vouchers in 2024. Within the enchanting triangle formed by the Piazza dei Signori (including the Loggia di Fra Giocondo and the Loggia Antica), the ancient marketplace Cortile Mercato Vecchio, and the Cortile del Tribunale, approximately 70 events catering to wine and culinary aficionados will be held over the three days.
The program, accessible online, encompasses a diverse array of wine-themed activities, talk shows, readings, musical performances, and cultural offerings, including guided tours of subterranean Verona. Tickets, which include multiple tasting tokens, can be purchased online or on-site for €20.
