Vinitaly 2026: From Presence to Relationships, the Value of a New Approach
In a rapidly evolving environment for the wine industry, participation in Vinitaly 2026 represented far more than a trade fair presence for Intesa Sanpaolo’s Agribusiness Division. It was an opportunity to put a structured approach into practice — moving beyond simply talking about the sector to experiencing it firsthand through the companies that drive it.
In recent years, Vinitaly has been a place for the Group to discuss the major issues shaping the supply chain: from generational transition to international expansion, and risk management. These themes remain central today, within a landscape that has changed even further, marked by geopolitical tensions, market volatility, shifting consumption patterns, and growing operational complexity.
Complexity itself has become the new lens through which to interpret the sector. Beyond managing risk, there is an increasing need to govern ever more interconnected dynamics involving production, distribution, market positioning, and consumer relationships.
Within this context, the Agribusiness Division chose to build its presence at Vinitaly by placing companies at the center.
Through a journey across the exhibition stands, direct meetings with client companies focused attention on listening to real experiences and testimonials, delivering an authentic narrative of the sector capable of going beyond data and analysis.
The images and content created during the event gave voice to businesses of different sizes, positioning, and strategies, all united by their ability to face challenges with vision and expertise.
In such a complex environment, the role of the bank is also evolving — from a provider of financial support to a partner capable of accompanying businesses along growth paths that include innovation and advisory services, international market expansion, and advanced risk management.
The Agribusiness Division operates in this direction through a model that integrates credit solutions, specialized expertise, and supply-chain tools, helping to support the competitiveness of one of the sectors that best represents Made in Italy worldwide.
Participation in Vinitaly was also an opportunity to develop an integrated communication ecosystem capable of enhancing different levels of engagement:
Added to these was a fundamental dimension: on-site presence, understood not only as visibility, but as direct experience — meetings, conversations, and relationships built within the physical space of the exhibition.
This approach made it possible to transform participation into a genuine relationship-building tool, strengthening ties with clients and with the broader wine ecosystem.
The decision to create video content directly at the fair, including through the involvement of digital creators such as Matt the Farmer, reflects the intention to engage with new languages and new audiences.
It is a way of making the story of wine more accessible and contemporary, without sacrificing the depth of the content.
From this perspective, communication becomes an integral part of strategy: not merely a visibility tool, but a lever for building relationships, identity, and positioning.
Watch the interview with Massimiliano Cattozzi recorded during Vinitaly with Matt the Farmer: