A masterclass featuring de-alcoholised wines and zero-alcohol cocktails was organised in Jeddah, Saudi Arabia, to announce that the category of no- and low-alcohol (no-lo) wines will make its debut at Vinitaly 2025. Initially a pilot project, it is set to become a structural addition that will bring the international wine and spirits exhibition, scheduled in Verona (6–9 April), to include this emerging category. This aligns with trends already embraced by other major European wine fairs, from Prowein to Wine Paris. This development, as previously hinted at last year by Veronafiere CEO Maurizio Danese in Gambero Rosso, reflects the exhibition’s commitment to expanding its offerings. The announcement was made during a prelude event, coinciding with a promotional stop of the Amerigo Vespucci.
Product, training, and technology
"The no-lo wines are entering the programme of the exhibition for the first time to strengthen Vinitaly’s role in opening up new markets and addressing the evolving demand," said Veronafiere President Federico Bricolo. He emphasised the aim of enhancing services and content for exhibiting companies. As explained by Veronafiere’s General Director, Adolfo Rebughini, the pilot project will span products, training, and dedicated technology. Over future editions, "it will become a structural feature." The goal is to represent a complementary market to denomination wines, which is experiencing strong global growth, and to "enhance Vinitaly’s competitiveness during a period of profound sector transformation."
Adolfo Rebughini - Veronafiere's CEO
What’s new in Verona and the two key focus points
For its 57th edition in 2025, Vinitaly has developed a special programme dedicated to the de-alcoholised category. The first focus is titled Zero Alcohol and Market Expectations (8 April), while the second is Technology 0.0: Production and Innovation in Comparison (9 April). These events are organised in collaboration with Unione Italiana Vini (UIV) and supported by the UIV-Vinitaly Observatory for insights into the segment’s evolution.
Within the exhibition halls, visitors will find an Enoteca dedicated to de-alcoholised wines, featuring an exclusive tasting counter. Additionally, no-lo wines will take centre stage in cocktails presented in the pavilion dedicated to mixology.
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