What to expect from Vinitaly 2025

Taking place from 6-9 April in Verona, the 57th edition of Vinitaly will put a spotlight on the radical changes that the Italian wine sector is undergoing. Adolfo Rebughini, general manager of exhibition organiser Veronafiere, explains how Vinitaly has developed in the almost 60 years since it was launched. “Since its inception in 1967, Vinitaly has evolved from a national wine exhibition into one of the world’s leading trade fairs for Italian wine and spirits,” he says. “Over the decades, it has expanded its global reach, attracting exhibitors and visitors from every corner of the industry. Continuously adapting to market trends, Vinitaly now integrates educational programmes, high-level business networking and dedicated thematic areas that highlight innovation, sustainability and emerging segments like noand lowalcohol wines. Now more than ever, Vinitaly serves as an incubator – going beyond its role as a marketplace to become a catalyst for business growth and the development of new ideas. It is the place where the industry meets, evolves and shapes the future of wine.” Indeed, non-alcoholic wine is a hot topic in Italy – the legal decree permitting non-alcoholic wines to be labelled as ‘wine’ was signed by Minister of Agriculture Francesco Lollobrigida at the end of last year. Vinitaly 2025 will reflect this sea change with an area of the fair specifically dedicated to the no and low-alcohol sector. “In addition to showcasing these products, Vinitaly will host educational sessions and conferences that delve into the technological aspects of no/low wine production,” reveals Rebughini. “Masterclasses will explore emerging wine trends, iconic Italian varieties and key insights into international markets, while exclusive guided tastings led by renowned sommeliers and wine critics offer a unique opportunity to deepen one’s understanding of exceptional wines.” On Tuesday, 8 April, Vinitaly will host a conference titled ‘Zero Alcohol and Market Expectations’, and the following day (Wednesday, 9 April) there will be another called ‘Technology 0.0: Production and Innovation Compared’. Both have been organised in partnership with the Unione Italiana Vini/Italian Wine Union (UIV), with supporting data from the UIV-Vinitaly Observatory. However, no and low-alcohol isn’t the only wine category which will be getting its own special focus. “The Raw Wine segment brings together the largest community of natural, organic and biodynamic wine growers and makers through both fairs and an online shop,” says Rebughini. “Also new this year are amphora wines – vinified in terracotta jars where grapes ferment and undergo extended skin maceration – presenting an innovative twist on traditional winemaking. This approach not only enriches the tasting experience, but also promotes Italian wine tourism by fostering dynamic collaborations between tourism operators, wineries and local communities.”

Buyer bonuses

While many professions within the global wine industry stand to benefit from attending this year ’s show, Rebughini notes that buyers will find it an especially fruitful experience. “Vinitaly continues to serve as the foremost marketplace for wine buyers, offering unparalleled access to a diverse selection of wines from 4,000 producers,” he says. “Buyers can take advantage of structured B2B meetings, exclusive tastings and innovative winemaking techniques. In addition, the International Buyers’ Lounge and targeted networking sessions create an ideal environment for forging strategic partnerships and expanding market reach. Inside the lounge we will host – in collaboration with ICE [the Italian Trade Agency] – an exclusive ‘Enoteca’ where only international buyers will have the opportunity to sample a wide variety of wines from our exhibitors. “The partnership with the Italian Trade Agency is fundamental for opening new markets and attracting buyers,” continues Rebughini. “For 2025, initiatives are expected to include export promotion programmes, strategic discussions on evolving regulatory developments, and targeted efforts to foster international trade relationships.”

Veronafiere will also continue its longstanding partnership with Italy’s Ministry of Agriculture, a relationship which Rebughini says is “dedicated to promoting Italian wine on the international stage, supporting producers in global markets and advancing research into sustainability and quality standards. In addition, the partnership with the Italian Trade Agency is fundamental for opening new markets and attracting buyers”.

Vinitaly and the City

Vinitaly is more than just what goes on within the confines of Veronafiere – outside the show itself, Verona will become a hive of activity, with tastings, dinners and parties across the city showcasing the best that Italian hospitality has to offer. “Vinitaly and the City offers visitors a fully immersive experience in Italian wine culture beyond the trade fair,” explains Rebughini. “It showcases the social and cultural aspects of wine, embracing the Mediterranean approach to convivial and moderate drinking. What makes Vinitaly and the City truly unique is its setting in the historic heart of Verona, where centuries-old squares and stunning architecture provide an extraordinary backdrop. Through tastings, historical explorations and curated food pairings, international guests enjoy an unparalleled fusion of wine, art and heritage, deepening their appreciation of the traditions, craftsmanship and lifestyle that define Italian wine culture.”

Global audience

Although Vinitaly is a show built around the wines produced across the length and breadth of Italy, its outlook is very much international. For 2024’s blockbuster edition of the show, there were 93,000 visitors, 31% of whom came from outside Italy – an impressive figure, and one which Rebughini hopes to “maintain or surpass”. “With growing global interest in Italian wines, Vinitaly is continuously expanding its international reach,” he says. “Organisers are optimistic about increasing the share of foreign visitors, placing a strong focus on enhancing B2B opportunities and fostering strategic partnerships to attract top-tier professionals and buyers. More than just a trade fair, Vinitaly is a global business hub where the industry converges to drive growth, innovation and new market opportunities. “We are actively expanding into emerging markets such as Almaty (Kazakhstan), New Delhi (India) and Saudi Arabia, while continuing to offer full support to established markets like the US and Europe,” says Rebughini. “Specifically, our participation in the Nave Vespucci World Tour for Saudi Arabia has been instrumental in launching an alcohol-free wine segment, perfectly complementing the vibrant and growing extra virgin olive oil market in the region.” The Nave Vespucci World Tour saw the Amerigo Vespucci, a sailing ship used for training purposes by the Italian Navy, embark on a circumnavigation of 31 ports around the world – an epic journey which began in July 2023 and is due to conclude this June. But Italian excellence isn’t just being brought to the world under sail power. After the Verona show wraps up on Wednesday, 9 April, Vinitaly will once again embark on a world tour. Among the events at which Vinitaly will be present are Wine South America and Wine to Asia in May, the Vinitaly Kazakhstan Roadshow in July, the Vinitaly China Roadshow in September, and then, in October, Vinitaly USA will take place, with the Vinitaly International Academy in Chicago. “These events serve as key platforms for Italian wineries to connect with international buyers and reinforce the country’s leadership in the global wine industry,” says Rebughini.

Facing challenges

While Italy’s wine industry remains strong, it is having to contend with the same crises that producers around the world have to face up to – climate change and falling alcohol consumption being perhaps the two most pressing issues. However, Rebughini claims that Vinitaly is not about dwelling on the past in a bid to relive former glory, but rather presenting a vision of how the sector can survive and thrive in the years to come. “Italy remains at the forefront of wine innovation, driving advancements in climate resilience, organic and biodynamic viticulture, and modern winemaking technologies,” he says. “At Vinitaly, visitors will experience the latest research first-hand through specialised conferences and dedicated areas that highlight sustainability, precision agriculture and cutting-edge oenological techniques. By fostering dialogue and innovation, Vinitaly equips wine professionals with the insights and tools needed to navigate these challenges and drive the industry’s future.”