Between internationalization, declining volumes and growing value, Italian wine
seek new balances
After the start between the city center and the exhibition center, Vinitaly continues with its days
operational. From April 12th to 15th, the new edition of the International Wine and Wine Show
distillates offers a clearer picture of the sector, between meetings in the pavilions and direct comparison
with the markets. Italian Traditions is also closely following this phase of the event.
One of the most obvious aspects is the international dimension. In Verona they meet
operators from over 130 countries, with more than 30 thousand expected foreign presences and a
incoming program involving over a thousand top buyers selected together with Agenzia
ICE. Alongside established markets, there is a growing focus on new areas, particularly in
Asia, a sign of a sector that continues to seek outlets and trading partners across borders
traditional.
In this scenario, a trend that has already emerged in recent years is confirmed: growth passes
less and less from volumes and more and more from value. Italian wine maintains a significant role
on international markets, with exports standing at around EUR 7.8 billion, although
going through a less expansive phase than in the past. In the pavilions we therefore talk about
positioning, identity and ability to man the highest levels, in a context that
requires greater attention to trade strategies.
Similar indications also come from large-scale distribution. The data presented at the fair
describe a market of around EUR 3.2 billion, characterised by declining volumes but by
a substantially stable value. A sign that confirms a change in habits
of purchase: less quantity, but greater selection, with increasing attention to quality and
to the recognizability of labels.
Among the central themes of Vinitaly’s days is also the relationship with the restaurant industry. Consumption
outside the home are worth around 12 billion euros a year and represent a component
market fundamental. At the same time, some trends emerge: the
demand for fresh and more immediate wines, keep sparkling wines, while the more
structured show greater difficulties. In this context, the dialogue between producers and
restaurateurs are taking on an increasingly strategic role in interpreting the evolution of consumption.
During the event, Italian cuisine also finds space. The program
gastronomic “Vinitaly’s Gourmet Experience” accompanies the fair with the presence
daily newspaper of some chefs: Giorgio Bartolucci on April 12th, Alfonso Caputo on the 13th, Leonardo
Fiorenzani on the 14th and Agnese Loss on the 15th.
A calendar that combines tastings with moments dedicated to cooking, bringing to the pavilions a broader story of wine and its use
table.
Alongside catering, the theme of wine tourism also emerges. The meetings dedicated to the topic
highlight a sector worth over EUR 3 billion and involving to an increasing
international audience as well. In many realities, the presence of foreign visitors now has a
significant weight, but some critical issues remain related to accessibility, promotion and
to integration with the tourism system.
There is also no shortage of attention to aspects related to the product image. Vinitaly Design
Award, now in its thirtieth year, has awarded 94 awards, highlighting the
role of packaging as a strategic lever for positioning. Labels, materials and choices
graphics become tools to stand out in increasingly competitive markets, where even the
presentation helps define the perceived value of wine.
Alongside the new features, the connection with history and territories remains. The 53rd° Angelo Betti Award
awarded 21 Merit Awards of Italian viticulture, one for each region. A
recognition that recalls the work and experiences underlying the growth of Italian wine,
keeping the territorial dimension at the centre, which remains one of its strengths.
The fair days saw a significant institutional presence. The demonstration has
Prime Minister Giorgia Meloni was welcomed and spoke in Verona to reiterate her role
of wine as a central element of Italian productive and cultural identity. The visit is
alongside the meetings promoted by the Ministry of Agriculture during the event, between
of which the Wine Table dedicated to the prospects of the supply chain.
Overall, Vinitaly has a sector that moves between international markets,
evolving consumption and new positioning needs. In this context,
catering, wine tourism and attention to product identity guide Italian wine to
search for new balances without losing the connection with the territories from which it arises.