How many times in past years have we heard operators in the Italian wine sector speak about the need to create a system? Countless, because it has never been possible to move from the intention to practical realization, also due to the objective structural difficulties that companies or associations have to assume the necessary leadership role of co-opetitive management
The renewed strategy pursued by Veronafiere is making Vinitaly increasingly the organization capable of filling this strategic-operational void: from a “simple” fair to the fulcrum of the Italian viticulture system.
A change that is being achieved first and foremost by involving and communicating with institutions at the highest levels, both to give visibility to the sector and to operate with synergy and effectiveness.
From the audience with Pope Francis to the presentation of the 2024 edition at the European Parliament, Vinitaly accompanied Italian wineries in the most prestigious contexts in terms of image.
As President Bricolo said on the occasion of the Vinitaly Preview in Brussels “The new governance of Veronafiere has imposed a new step on Vinitaly which in the last two years has established, for the first time, the unitary team for the promotion of Italian wine by putting a common factor is the know-how of the brand with that of the Government, the Ministries of Agriculture and Made in Italy, Embassies, bodies and promotion structures – Ice Agency first and foremost – activating an increasingly dense agenda of sharing with the players of the sector on a global scale.”
So what to expect from Vinitaly 2024?
First of all, a fair that is increasingly focused on business and aimed at operators (the ticket price of 126 euros certainly discourages the curious) and which aims to exceed the number of 29,600 international operators registered in 2023, thanks to the incoming program created together with ICE Agenzia .
This year at Vinitaly there will also be the world states general of wine to celebrate the 100 years of the foundation of the International Organization of Vine and Wine, currently presided over by the Italian Professor Luigi Moio. The Italian Ministry of Agriculture has organized for the occasion the “Wine Ministerial Meeting” which will open in Franciacorta on Friday 12 April with representatives of the ministries of 30 countries, before moving to Vinitaly.
There will be a packed program of conferences that will cover the many hot topics currently in the sector: the new European regulation on appellations, wine tourism, market trends in off and on trade channel, consumer behavior and neo-prohibitionism, controls on production chain and biodynamic production.
The tasting program is even more dense and includes over 100 events during the 4 days of the fair. There will truly be something for all tastes, from those created by the specialized magazines in the Tasting Ex…press to the wine niches selected by the critic Ian D’agata for Micro Mega Wines.
This year Vinitaly also opens up to mixology with masterclasses and tastings dedicated to the world of wine-based cocktails and more.
However, the system would not be complete if it did not also include wine lovers, who for some years the Vinitaly organization has “diverted” to discover the city of Verona with the Vinitaly and the City program. There will be over 80 events going on from 12 to 15 April through the entire Verona city center: wine talks, guided tours, masterclasses and tastings to enjoy wine, history and architecture.
