The 56th edition of Vinitaly, the world's leading wine trade fair, is poised to be the most international and impactful yet.
Scheduled for 14–17 April 2024 at Veronafiere, the event marks a 20% increase in top-tier buyers over last year and a remarkable 70% rise compared to just two years ago. A total of 1,200 selected buyers from 65 countries have been invited, with the largest contingents arriving from the United States, Canada, China, and the United Kingdom.
This ambitious global outreach was made possible through an extensive six-month tour organized by Vinitaly in collaboration with the ICE Foreign Trade Agency and with the strong support of Italian government ministries, embassies, and promotional institutions.
First-Ever Presentation at the European Parliament
In a landmark moment, Vinitaly was presented for the first time at the European Parliament in Brussels on 20 March. Federico Bricolo, President of Veronafiere, emphasized the significance:
"The European Parliament is the hub of Community policy, and presenting Vinitaly here adds vital international visibility to Italian wine."
Bricolo explained that the goal was not just quantity but quality of demand. “We’ve completed a world tour to carefully select the top buyers with real purchasing power,” he stated.
Global Attendance Reaches New Heights
This year's edition is expected to host 30,000 international operators from over 140 countries, making it a hub of global wine commerce. The United States leads the buyer attendance, representing over 15% of invited guests, followed by Canada, China, and the UK, which collectively account for 23%.
Regional Breakdown of Top Buyers:
- North America & Europe: Each contributing 26%
- Asia & Oceania: 23%
- Eastern Europe: 13%
- Central & South America: 7%
- Africa: 4%
The 65 represented countries collectively account for 95% of Italian wine exports, reflecting the strategic importance of the guest list.
A Sold-Out Show of Italian Excellence
Vinitaly 2024 is completely sold out, with 4,000 exhibitors occupying more than 100,000 square meters of show space. When including the SOL International Olive Oil Exhibition, Xcellent Beers, and the 25th edition of Enolitech (dedicated to wine, oil, and beer production technologies), the total exhibitor count climbs to nearly 4,300 from 30 countries.
Vinitaly and the Identity of Italy
In a compelling addition to the program, Vinitaly 2024 will coincide with the 1st National Made in Italy Day (15 April). A special study titled “If You Take Away Wine from Italy – A Plunge Into a Half-Empty Glass” will be presented by Minister of Agriculture Francesco Lollobrigida. Conducted by the Uiv-Vinitaly Observatory and Prometeia, the study assesses the socio-economic and cultural consequences of a hypothetical disappearance of wine from Italy.
Maurizio Danese, Managing Director of Veronafiere, summed up the stakes:
"Vinitaly is not just a fair; it's a mission to defend and promote a strategic and identity-defining sector of Italy’s economy. In challenging times, we have a duty to support those who believe in the trade show as a growth platform."
Source: WineBusiness Monthly