At Vinitaly, debut for the wine tourism hall. Focus on NoLo, amphora, and raw wine

It was difficult to replicate the numbers of 2024, and it was not a given considering the international situation and the specter of super tariffs in the United States. But the 57th edition of Vinitaly is close. In Verona, from April 6 to 9, the exhibition center is fully booked, with 4,000 companies in 18 pavilions, 30,000 international operators expected from 140 nations, including 1,200 accredited top buyers —an increase compared to last year, mainly from the United States, Canada, China, the UK, and Brazil. As for the European continent, buyers come from Germany, Switzerland, Northern Europe, and the Balkan area.
"Vinitaly is the natural aggregator of Italian wine in key target markets," stated Federico Bricolo, President of Veronafiere, while presenting the event in Rome, "and we intend to further strengthen this positioning."

Rebughini, Bricolo, Danese

Danese’s last Vinitaly

Internationalization will indeed be the key to the event, as highlighted by Veronafiere’s General Manager, Adolfo Rebughini, with promotion and competitiveness being the tools to consolidate the role of the fair as a business-oriented event. Business dealings at the fair are now clearly distinct from initiatives aimed at enthusiasts and the general public (such as the 70 events of Vinitaly and the City in Verona from April 4 to 6), following a format launched ten years ago and considered "irreversible" by Veronafiere’s management. This was reiterated by CEO Maurizio Danese during the press conference on March 27 at Palazzo Montemartini in Rome.
For Danese, this will be his tenth Vinitaly at the helm, but also his last:
"In May, there will be a change in leadership, and I will return to managing my company. These have been important years, with exceptional events like Covid but also decisive turning points, such as the separation between business space at the fair and the wine lovers’ area in the city."

NoLo, Raw Wine, and Amphora Revolution enter the fair

The strategy of the Verona fair is to expand and enhance its content. Several new features mark this 2025 edition. First and foremost, the NoLo segment (no- and low-alcohol) enters the exhibition program for the first time, both as part of the main showcase and in the Mixology area, with two dedicated focus points: one on the market and another on dealcoholization technologies. Exhibitors in Hall C have doubled compared to last year, reaching 35, and the fair introduces the "0 alcohol cocktail bar," a space offering alcohol-free mixed drinks. The program includes workshops, tastings, and masterclasses curated by industry brands and protection consortia, such as Asti DOCG.
A dedicated space will also be assigned to Raw Wine (with around 140 producers) and Amphora Revolution wines, featuring 22 companies after their debut in 2024.

The debut of Vinitaly Tourism

Another major novelty is linked to the wine tourism sector, with the debut of Vinitaly Tourism in its inaugural edition. The event has registered 63 Italian wineries and 17 top buyers specializing in the sector, from the United States, Germany, Spain, and Italy, including travel agencies and tour operators. The format follows a B2B speed date model (on the second floor of the Palaexpo business center). Anticipation is high for a new wine tourism study presented by Professor Roberta Garibaldi, exploring preferences for Italian wine destinations:
"The sentiment score reached 87.7/100 for 2024, 0.9% higher than the overall rating for Italian tourism. Piemonte and Tuscany lead the rankings, with Langhe-Barolo, Chianti, and Montalcino being the most popular destinations."
General Manager Rebughini explained that integrating this new area into the fair's program accelerates a strategic plan that could extend to Veronafiere’s international events in the coming years, particularly in Asia and the Americas.

Grand tastings: Opening with Gambero Rosso

The tasting calendar includes over 80 events, from Grand Tasting Vinitaly to masterclasses organized in collaboration with international media, offering a diverse and comprehensive overview of Italian wines. There will also be tastings from around the world, as well as dedicated sessions for micro-producers with MicroMega Wines.
As per tradition, the tasting program will be inaugurated by the Tre Bicchieri 2025 walk-around tasting by Gambero Rosso, scheduled for Sunday, April 6, from 11:30 AM to 4:30 PM in Sala Argento at Palaexpo.