Verona, 8 May 2026 – From South America to Asia. Following the close of the 58th edition of Vinitaly, the international promotion of Italian wine resumes with Wine South America (12–14 May in Bento Gonçalves) and Wine to Asia (14–16 May in Shenzhen).
“These initiatives demonstrate Vinitaly’s strong and continuous year-round commitment to supporting the sector, in this case focusing on two high-potential areas for the growth of Italian-made wine,” said Federico Bricolo, President of Veronafiere.
Just days after the provisional entry into force of the EU–Mercosur Partnership Agreement on 1 May, Veronafiere–Vinitaly’s international calendar reopens in Brazil with Wine South America, Latin America’s leading industry event, scheduled from 12 to 14 May at Fundaparque in Bento Gonçalves, in the State of Rio Grande do Sul, the country’s primary wine-producing region.
The sixth edition will feature more than 5,000 labels from over 400 companies representing 20 countries. Italy will be showcased by 30 wineries presenting 300 labels from Piedmont, Veneto, Tuscany, Sicily, Campania, Friuli-Venezia Giulia, Trentino-Alto Adige, Emilia-Romagna, Abruzzo, Umbria and Marche, within a dedicated Italian pavilion organised by ITA – Italian Trade Agency.
Romano Artoni, Vice President of Veronafiere, who will represent the company in Brazil, commented:
“Wine South America 2026 confirms its role as a strategic platform for the internationalisation of Italian wine—and beyond—within a market that, thanks to the Partnership Agreement, now has the conditions to fully express its significant growth potential. The event is strengthening its international appeal, attracting a growing number of Made in Italy companies as well as participants from across the globe—from North Macedonia to Syria, from Germany to New Zealand. In this context, Vinitaly reinforces its operational presence to support companies in seizing development opportunities in the region.”
According to the UIV–Vinitaly Observatory, South American demand continues to grow, with a global average annual growth rate (CAGR) of nearly 4% between 2019 and 2025, and a forecast CAGR of +3% through 2029. Even stronger projections are expected for sparkling wines, a category still relatively underrepresented in the region, which is forecast to grow by +4% in South America over the same period.
The exhibition, organised by Milanez & Milaneze, part of the Veronafiere Group, is expected to welcome more than 7,000 buyers from all Brazilian regions and 19 additional countries. A business agenda of 2,000 meetings is planned, with anticipated deals exceeding 100 million Brazilian Real (over €17.5 million), surpassing the 2025 results.
Almost simultaneously, 18,000 kilometres away in Asia, Italian wine promotion continues in Shenzhen with Wine to Asia, the fourth edition of the International Wine and Spirits Fair (Futian Center), from 14 to 16 May.
Exclusively organised by Veronafiere Asia Ltd, the event presents an agile and contemporary format spanning wine, spirits, low- and no-alcohol products and mixology. More than 400 exhibitors from over 20 countries and regions are expected, including an Italian delegation of 50 companies from Piedmont, Veneto, Tuscany and Puglia, promoted in collaboration with ITA-Italian Trade Agency.
Among the new features of the fourth edition is the debut of RAW WINE, with more than 60 producers representing 15 countries, and the participation of Isabelle Legeron MW, France’s first female Master of Wine and founder of the natural, biodynamic and organic low-intervention wine community.
According to the UIV–Vinitaly Observatory, the contraction in demand for still wines in Asia—where the market has declined at an average annual rate (CAGR) of -8.3% over the past six years—is expected to stabilise. Buyers are forecast to resume purchasing, with projected annual order growth of +0.5% through 2029.
“It is essential to maintain promotional activities in this area, which offers significant development potential,” commented Federico Bricolo, who will attend the Shenzhen event. “Wine to Asia addresses this need and represents a reference hub for additional markets that could offer promising prospects for Italian wine, including Singapore, Thailand, South Korea, Vietnam, Indonesia, Taiwan and the Hong Kong area, where a targeted buyer and HoReCa operator incoming campaign has been carried out.”
More than 20 masterclasses and guided experiences are scheduled at Wine to Asia, which is expected to attract 15,000 buyers, primarily from China, Japan, Singapore, South Korea, Taiwan, Hong Kong and Macau.
Wine to Asia will also feature SolExpo Asia. The international extra virgin olive oil exhibition (scheduled at Veronafiere from 28 February to 2 March 2027) will stop in the Chinese metropolis with a dedicated area and a continuous tasting programme featuring 16 Sol d’Oro 2026 award-winning oils, led by Marino Giorgetti and Na Xie, respectively President and member of the international competition jury.
The programme is complemented by the Greater Bay Area Wine Week (11–17 May), the event’s city-wide off-show initiative for enthusiasts and newcomers alike, involving the trendiest venues across the nine cities of Guangdong Province as well as Hong Kong and Macau.
Upcoming international events include: VIA Canada with the presentation of Vinitaly.USA to Canadian buyers and importers (Toronto, 22–23 June; Ottawa, 24 June); Vinitaly Kazakhstan Roadshow (Almaty, 29 June); Vinitaly.USA previews from July to September in New York, Miami, Houston and Las Vegas; Vinitaly @ IFBS (1–2 July, Singapore); Vinitaly @ Wine Vision by Open Balkan (Belgrade, 10–12 October); Vinitaly.USA New York (26–27 October), concurrently with wine2wine Vinitaly Business Forum.
The 59th edition of Vinitaly will take place at Veronafiere from 11 to 14 April 2027.