Verona, 18 May 2026 – Mission accomplished. From South America to Asia, the signals for Italian wine labels are positive, with significant growth potential in both regions—provided opportunities are seized with the right timing and positioning strategies. This is the overall sentiment following the conclusion of Wine South America (12–14 May in Bento Gonçalves) and Wine To Asia (14–16 May in Shenzhen), now in their 6th and 4th editions respectively, organised by Veronafiere with Vinitaly in Brazil and China. Both events form part of the international promotion strategy for Italian wine between one edition and the next of the flagship Vinitaly exhibition, scheduled in Verona from 11 to 14 April 2027.
“With more than 15,000 professionals in attendance, this edition confirmed Wine To Asia as one of the leading platforms for wine and spirits promotion among HoReCa operators and buyers from the Greater Bay Area—of which Shenzhen is the technological capital and a driver of innovation in robotics and artificial intelligence—as well as from key Asian markets including Singapore, Vietnam, South Korea and Thailand,” said Federico Bricolo, President of Veronafiere, who inaugurated the 2026 edition alongside the Italian Ambassador to China, Massimo Ambrosetti, and the President of ITA – Italian Trade Agency, Matteo Zoppas.
“Wine To Asia proved to be a dynamic, innovative and educational event, featuring numerous masterclasses led by Masters of Wine and international experts. It attracted a young audience from the most developed, affluent and high-spending region in China—consumers who are increasingly integrating wine into their everyday lifestyle rather than viewing it merely as a status symbol. Beyond the numbers, China—and Asia as a whole—must be carefully studied and approached by considering each region and city as a distinct market.”
On both western and eastern fronts, signals from Brazil were equally encouraging, as highlighted by Romano Artoni, Vice President of Veronafiere, who inaugurated the sixth edition of Wine South America.
“Wine South America generated business worth 120 million Brazilian reais (approximately €21 million), marking a 20% increase over the previous edition. This is a clear sign,” Artoni explained, “of the importance of promptly capitalising on the strategic opportunities linked to the EU–Mercosur agreement, in an increasingly complex international context. In this scenario, Brazil confirms its role as a key market and the main gateway to South America for wine companies. The collaboration with ITA – Italian Trade Agency in São Paulo and our local partner Milanez & Milaneze enabled us to deliver a high-profile event, further strengthening Wine South America’s position as the leading trade fair for business development in the Latin American region.”
Wine South America, the leading industry event in Latin America, took place at Fundaparque in Bento Gonçalves, in the State of Rio Grande do Sul, the country’s primary wine-producing region. The event featured more than 5,000 labels from over 400 companies representing 20 countries and welcomed 7,000 buyers. Italy participated with 30 wineries and 300 labels from Piedmont, Veneto, Tuscany, Sicily, Campania, Friuli-Venezia Giulia, Trentino-Alto Adige, Emilia-Romagna, Abruzzo, Umbria and Marche, showcased in a dedicated Italian pavilion organised by ITA – Italian Trade Agency.
Wine to Asia – International Wine and Spirits Fair was exclusively organised by Veronafiere Asia Ltd at the Futian Center in Shenzhen. The exhibition featured over 400 exhibitors from more than 20 countries and regions, including an Italian delegation of 50 companies from Piedmont, Veneto, Tuscany and Puglia, promoted in collaboration with ITA – Italian Trade Agency. Among the new highlights was the debut of RAW WINE, with more than 60 producers from 15 countries. Approximately 15,000 buyers attended, primarily from China, Japan, Singapore, South Korea, Taiwan, Hong Kong and Macau, as well as Vietnam and Thailand.
Extra virgin olive oil was also showcased for three days at Wine To Asia through SolExpo Asia, the exhibition dedicated to the extra virgin olive oil supply chain (next scheduled at Veronafiere from 28 February to 2 March 2027). The event featured a dedicated area and a continuous tasting programme of 16 Sol d’Oro 2026 award-winning oils.
The programme was complemented by the Greater Bay Area Wine Week (11–17 May), the event’s 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 on Vinitaly’s calendar 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); a series of Vinitaly.USA preview events from July to September in New York, Miami, Houston and Las Vegas; Vinitaly @ IFBS in Singapore (1–2 July); Vinitaly @ Wine Vision by Open Balkan in Belgrade (10–12 October); and Vinitaly.USA New York (26–27 October), held concurrently with the wine2wine Vinitaly Business Forum.
The 59th edition of Vinitaly will take place at Veronafiere from 11 to 14 April 2027.