Vinitaly’s focus on eastern Europe resumes with the “Italy Area” at Wine Vision by Open Balkan in Belgrade, running from Friday to Sunday, 24 November.
This third edition, organised by Veronafiere in collaboration with the ITA Trade Agency, aims to strengthen Italian wine’s presence in the Balkans (Serbia, North Macedonia, and Albania) and across much of Eastern Europe.
Fifty-seven Italian companies from eight regions — Abruzzo, Friuli-Venezia Giulia, Lombardy, Piedmont, Apulia, Tuscany, Veneto, and the border regions — are participating in the group show. They will engage in B2B meetings with buyers from 11 countries, including Albania, Austria, Bosnia and Herzegovina, Bulgaria, Croatia, Macedonia, Montenegro, Serbia, Slovakia, Slovenia, and Hungary.
The business area dedicated to Italian B2B at Wine Vision responds to growing demand in eastern Europe, which has outpaced global Italian wine exports. Last year, Italian wine sales in the 11 target countries rose by 8.6% in value (around €250 million), compared to a global export decline of 1.6%. This growth has continued into 2024, with a 13% increase in value recorded during the first eight months.
Event features six masterclasses
The event in Belgrade will also feature six masterclasses led by Giuseppe Vaccarini, President of Aspi. These will highlight key Italian wine-making regions, including Franciacorta, Langhe, Friuli, Abruzzo, and Sardinia, alongside iconic labels such as Prosecco, Soave, and Valpolicella.
“The mission to Belgrade,” said Adolfo Rebughini, General Manager of Veronafiere, “is also part of Vinitaly’s planned activities to select and invite local operators and buyers to next year’s show in Verona from 6 to 9 April.
“Reciprocal interests with the partners of Open Balkan took shape at the last Vinitaly, which saw 1,567 operators from the Balkans. This significant attendance will continue in 2025, with producers from Serbia, Albania, and North Macedonia showcasing their best labels in a joint exhibition space at the Verona Exhibition Centre.”
The VinItaly fair in Verona will run from 6-9 April 2025.
