Rome, 26 March 2026 – With targeted incoming strategies and dedicated areas addressing new consumption trends, the 58th edition of Vinitaly – the International Wine and Spirits Exhibition, scheduled at Veronafiere from 12 to 15 April – was presented today in Rome at Palazzo Montecitorio, in the presence of the President of the Chamber of Deputies, Lorenzo Fontana, the Minister of Agriculture and Food Sovereignty, Francesco Lollobrigida, and the President of ITA – Italian Trade Agency, Matteo Zoppas, alongside Veronafiere Chairman Federico Bricolo and Deputy General Manager Gianni Bruno.
With nearly 4,000 Italian wine companies exhibiting, renewed formats and content, and a programme featuring more than 100 official events including tastings and in-depth focus sessions, Vinitaly consolidates its ability to attract and connect global operators. The show reaffirms its role as a business hub across both established and emerging markets for Italian wine, as demonstrated by the initial results of the joint Veronafiere/ITA incoming campaign, now entering its final phase. To date, over 1,000 top buyers have been selected, invited and hosted jointly by Veronafiere and ITA. Additional international trade operators from more than 130 countries are also expected.
“In an increasingly complex international scenario, Vinitaly strengthens its role as a driver of Italian wine internationalisation, thanks to a highly targeted incoming programme capable of intercepting qualified demand and supporting companies in exploring new market directions, without overlooking domestic consumption, to which we are dedicating specific research,” said Federico Bricolo, Chairman of Veronafiere. “The show evolves in line with market changes and company needs, offering increasingly focused tools, content and networking opportunities to enhance sector competitiveness. Our goal is to provide structured responses to the wine system, supporting companies not only commercially but also on the strategic issues that will shape their future”.
Among the 70 countries involved in the strategic incoming plan and represented at Vinitaly 2026, North America (USA and Canada) currently leads, with a significant increase in Canadian top buyers (+31 compared to 2025). In Asia, alongside China, growing participation is expected from India, Japan and Thailand – which also host Vinitaly international roadshow events – as well as Vietnam, South Korea, Singapore, Malaysia and the Philippines. South America ranks prominently in the 2026 incoming programme, with Brazil and Mexico among the most dynamic markets. Africa also records strong growth, with outreach extended to 10 countries. Within Europe, Germany and the Nordic countries confirm the strong positioning of Italian wine, complemented by several Eastern European nations.
New formats and emerging trends
Vinitaly 2026 further expands and diversifies its offer, aligning with emerging trends and strengthening integration between supply chains, content and business opportunities. Among the key innovations is the expansion of the No-Lo Alcohol project with NoLo – Vinitaly Experience, developed in collaboration with Unione Italiana Vini. The initiative debuts in a new exhibition area (Palaexpo, second floor) and features a structured programme of tastings, masterclasses and market-focused sessions dedicated to this rapidly growing segment.
The spirits and mixology offer is also renewed with Xcellent Spirits, a dedicated area (Hall C) developed in collaboration with Gang of Spirits, designed to foster international connections between the wine and spirits worlds.
Wine tourism takes centre stage
Wine tourism becomes increasingly central with the consolidation of Vinitaly Tourism, both in exhibition presence and content. The programme runs throughout all four days of the show and strengthens the B2B agenda through targeted incoming of specialised buyers and tour operators, complemented by new experiential formats dedicated to territories and wineries.
Vinitaly features two dedicated wine tourism hubs: the first, organised by Veronafiere and Wine Tourism Hub in collaboration with Wine Suite, Wine Meridian and Winedering, located in the gallery between Halls 2 and 3; the second, entirely curated by Veronafiere in Sala Vivaldi (Palaexpo, -1 floor), hosting four major sector-focused sessions including conferences and research presentations by Movimento Turismo del Vino, tourism expert Roberta Garibaldi, Unicredit-Nomisma Wine Monitor, and the University of Verona with BAM Strategie Culturali in collaboration with ArtVerona.
There is also enhanced focus on gastronomy, with expanded concepts celebrating Italian Cuisine as a UNESCO Intangible Cultural Heritage, featuring Michelin-starred chefs and emerging international talents.
Digital innovation and confirmed highlights
The evolution of Vinitaly also extends to services and digital tools, with the enhancement of Vinitaly Plus, centred on the new Buyers Club – a networking platform facilitating two-way business between producers and registered international buyers – and the debut of Bacco AI.
Alongside these innovations, established events and thematic areas remain integral to the exhibition offer, as does the programme that runs from Vinitaly OperaWine (11 April) to the off-show Vinitaly and the City (10–12 April), strengthening the connection between business, territories and the wider public.
The presentation of Vinitaly 2026 in the Sala della Lupa at the Chamber of Deputies was preceded by the talk “Courage and Vision: Wine Pioneers Look to the Future”, featuring Piero Antinori, Marco Caprai, Paolo Damilano, Gaetano Marzotto and José Rallo, moderated by Luciano Ferraro, Deputy Editor-in-Chief of Corriere della Sera.
Statements
Lorenzo Fontana, President of the Chamber of Deputies: “Vinitaly continues to renew itself each year and remains a benchmark for the sector. In a complex moment, it is essential to focus on quality and innovation, open up to new markets and promote a culture of wine that recognises its value as a product of identity and a symbol of territories, encouraging conscious and responsible consumption”.
Francesco Lollobrigida, Minister of Agriculture and Food Sovereignty: “This year at Vinitaly we celebrate the recognition of Italian Cuisine as UNESCO Heritage, of which wine is an integral part. MASAF will be present with a symbolic stand – a large bottle telling the story that ‘Inside there is Italy’, with its territories, art, culture and work. This vision is not only commercial but cultural and identity-driven, capable of opening new markets while enhancing what makes Italian wine unique. Today wine consumption has changed – people drink less but better – and this evolution must be accompanied by innovative ideas and storytelling that make wine increasingly aligned with public sensitivity without renouncing its identity and economic value. Defending and promoting Italian wine means supporting our production chains, safeguarding employment and strengthening Italy’s role as a global reference point for quality.”
Matteo Zoppas, President of ITA – Italian Trade Agency: “In a complex geopolitical and economic context, Vinitaly confirms itself as a strategic partner for the international promotion of Italian wine, thanks to a recognised brand and consolidated credibility in global markets. The targeted initiatives and internationalisation activities we carry out together are key tools to support companies abroad. Current challenges make it even more necessary to strengthen export support policies. In this context, ITA has secured additional resources for promotion, with particular focus on the wine sector and support for excellence platforms such as Vinitaly. The Verona exhibition remains a global benchmark for Italian wine.”