Vinitaly @ Wine Vision by Open Balkan
WINE & PROMOTION: AT WINE VISION BY OPEN BALKAN. VINITALY CELEBRATES THE MADE IN ITALY LEADERSHIP
“AREA ITALIA” FEATURES 66 COMPANIES FROM 13 REGIONS TO STRENGTHEN PRESENCE IN A FAST-GROWING MARKET
(Belgrade, November 20, 2025). “Area Italia” is the showcase dedicated to Italian wine created by Vinitaly and ITA – Italian Trade Agency for Wine Vision by Open Balkan, the leading wine event for Southeast Europe, taking place in Belgrade from November 22 to 25. For the third year, Italy returns as a major exhibitor, with 66 companies representing 13 wine-producing regions—an expression of the strength and cohesion of the Italian wine system in a demand-driven market. The Balkans and Central-Eastern Europe have in fact registered strong counter-trend growth over the past five years, with wine imports totaling over €660 million (+50% between 2019–2024).
“Our presence in Belgrade reflects the natural continuity of Vinitaly’s commitment to fostering openness and dialogue worldwide,” stated Adolfo Rebughini, General Manager of Veronafiere. “We want to stand alongside Italian producers, helping them engage with vibrant markets that are curious and increasingly receptive to the quality of Italian wine. The Balkan and Central-Eastern European regions are experiencing a period of great vitality: interest is growing in our winemaking culture and in the ability of our territories to tell unique stories through each glass. This is why we chose to participate with a broad and diverse representation, supported by masterclasses designed to convey the soul and richness of our winemaking heritage”.
A total of six tastings are scheduled, led by Dejan Živkoski, President of the Serbian Sommelier Association (SERSA). The program kicks off in “Area Italia” on Saturday, November 22 (1:00 PM) with a focus on bold and powerful Italian reds, followed by a session dedicated to white wines on Sunday, November 23 (1:00 PM) titled “Our Heritage Indigenous Whites.” Monday, November 24 (1:00 PM) returns to reds with “The Soul of Two Lands,” an exploration of Valpolicella and Puglia, while the final day, Tuesday, November 25 (1:00 PM), will spotlight Italian sparkling wines with “Conquering the World: Italian Bubbles”. Two additional events will spotlight Friuli Venezia Giulia: “A Terroir You Can Taste” (Nov. 23, 3:00 PM) and “A Region in Motion” (Nov. 24, 3:00 PM). The regions most represented in the collective include Veneto and Friuli Venezia Giulia, followed by Piedmont and Tuscany.
According to data from the Uiv-Vinitaly Observatory, the Central-Eastern European and Balkan region (Austria, Slovakia, Croatia, Serbia, Bulgaria, Slovenia, Bosnia and Herzegovina, Hungary, Albania, Montenegro, North Macedonia) is today among the most dynamic areas for Italian wine. Between 2019 and 2024, Italian wine exports grew by +52%—above the global average—reaching over one-third of the market share in value. Italy ranks first among wine suppliers in seven out of the eleven countries: Albania (66% market share), Austria (44%), Croatia (24%), Montenegro (26%), Slovakia (27%), Slovenia (29%), and Hungary (29%).
In the first half of the year, Italy exported 44.5 million liters to the region, worth €131 million (-2.5%). Growth was recorded in Bulgaria, Croatia, Hungary, Montenegro, Slovenia, and Bosnia and Herzegovina, while Austria, Slovakia, Albania, Serbia, and North Macedonia saw contractions. The most exported category is bottled still and semi-sparkling wines (53%), followed by sparkling wines (37%) and bulk wines (10%).
Vinitaly Preview Albania
“VINITALY PREVIEW” MAKES ITS DEBUT IN TIRANA. A NEW BRIDGE BETWEEN ITALY AND ALBANIA THROUGH BUSINESS AND WINE CULTURE
(Tirana, November 20, 2025). Vinitaly’s promotional mission across the Balkans continues in Albania where—after Wine Vision by Open Balkan—the tour moves to Tirana for the debut of a brand-new “Vinitaly Preview.” Scheduled for Wednesday, November 26, the event is organized in collaboration with the Embassy of Italy in Tirana and Alehandro Group (Albania’s first company dedicated exclusively to wine import and distribution). Around eighty buyers, trade professionals, and members of the specialized press are expected to attend.
According to Federico Bricolo, President of Veronafiere: “This first-time presence in Albania marks another step forward in the internationalization of our trade and cultural initiative. It not only confirms Vinitaly’s vocation as a global platform for promotion, knowledge, and dialogue around Italian wine, but also represents a tangible sign of the strong bond that connects our two countries. Albania shows one of the highest penetration rates: Italian wine holds a two-thirds share of the market, positioning Made in Italy firmly at the top among wine suppliers.”
“We are very pleased with this initiative,” stated Marco Alberti, Ambassador of Italy to Tirana. “Hosting Vinitaly Preview in Albania for the first time, during the Week of Italian Cuisine in the World, is both a privilege and a remarkable opportunity to develop a segment of growing importance in the relations between our two countries. Quality, creativity, sustainability, and conviviality are foundational concepts of the Mediterranean Diet and of our food and wine culture.”
The program includes a conference dedicated to the wine dialogue between the two countries and a masterclass led by Andrea Lonardi MW, the second Italian to obtain the Master of Wine title, who will guide participants through a journey across top territories, grape varieties, and denominations.
The Vinitaly Preview Albania initiative is part of the international “Vinitaly Around the World” tour, dedicated to promoting Italian wine across major global markets. Asia will host the final stages of 2025 (Vinitaly Preview Thailand on December 8 and India on December 10) as well as the opening events of 2026, with the Vinitaly Roadshow India (Mumbai and Panaji, January 15 and 18, 2026).
The promotional tour will then return to Europe, with events in Norway and Poland (Oslo in January and Warsaw in February), before heading back to Asia in March for Vinitaly China Chengdu (March 22–25). The baton will then pass to Verona for the 58th edition of Vinitaly, scheduled from April 12 to 15, 2026.
The journey continues in Brazil with Wine South America (May 12–14), in the Far East with Wine To Asia (May 14–16), and in Central Asia with the Vinitaly Kazakhstan Roadshow (June 29). The 3rd edition of Vinitaly.USA is also confirmed for next October.