The growing global importance of Italian spirits is now reshaping the country’s flagship wine trade fair, Vinitaly.
At its 58th edition, held in Verona from April 12 to 15, the event introduces “Xcellent Spirits,” a new business-to-business format aimed at integrating spirits into its core offering.
This strategic move reflects evolving market dynamics. As spirits gain ground internationally, Vinitaly is positioning itself as a comprehensive beverage platform, extending beyond wine to embrace the full spectrum of alcoholic and low-alcohol categories.
The “Xcellent Spirits” concept is structured around two main areas. The “Spirits” section focuses on distilled beverages, liqueurs, aromatized wines, and fortified wines, showcasing Italy’s production diversity. Meanwhile, “Drinks & Mix” highlights soft drinks, hard seltzers, and ready-to-drink (RTD) products—segments experiencing rapid growth driven by younger consumers and mixology trends.
According to Gianni Bruno, the initiative marks the beginning of a multi-year strategy developed by Veronafiere. The goal is to strengthen the visibility of spirits within the Vinitaly ecosystem while fostering direct connections between producers, buyers, and industry professionals.
Complementing this expansion is the introduction of “NoLo - Vinitaly Experience,” developed in collaboration with Unione Italiana Vini. This new feature targets the fast-growing no- and low-alcohol segment, reflecting a broader shift in consumer behavior toward moderation and wellness.
These innovations come at a crucial time. While Italian spirits exports have shown strong growth in recent years, the slight decline observed in 2025 underscores the need for diversification and adaptability. By embracing categories such as RTDs and NoLo beverages, Vinitaly is aligning itself with global consumption trends and opening new commercial opportunities.
Ultimately, the integration of spirits and emerging beverage segments signals a transformation in how Italy presents its beverage industry on the world stage. Vinitaly is no longer just a wine fair—it is evolving into a global hub for innovation, trade, and cross-category collaboration.
Source: Vinetur