Vinitaly: the levers of growth are wine tourism and new markets
At the opening of the 58th edition in Verona, the focus was on new international agreements and the development of cellar visits, a sector worth over 3 billion euro
Key points
The wine that resists. Despite Trump's tariffs and the new threats that have exploded with the crisis in the Middle East and consequent difficulties in international trade, the world of Italia wine is relaunching its bet on growth abroad by focusing on international agreements and the search for new markets. This is the message conveyed during the inauguration of the 58th Vinitaly (from today, 12 April to 15 April at VeronaFiere).
Tajani: the wine frontman of Made in Italy exports
"Wine," said the Minister of Foreign Affairs, Antonio Tajani, "is the frontman of our exports. Exports of EUR 7.8 billion are linked to wine but, above all, it is an ambassador of Made in Italy quality abroad. I am concerned about the US-Iran talks as I am about the Israel-Lebanon talks, but we must look ahead. We have to keep in mind that in the US we have lower tariffs than many competitors and that great opportunities may come with the new international agreements made by the EU with Mercosur, Australia, but especially with India. Last January, moreover, the reform of the Ministry of Foreign Affairs and International Trade came into force, with which every Italian embassy abroad will become a springboard for Italian exports. A task force has been set up at the Directorate General for Growth that provides useful market information to entrepreneurs 24 hours a day. We tell Italian citizens that there is a crew capable of steering the ship Italia out of the storm. With the collaboration between Maeci, Masaf and Mimit we are aiming at the target of 700 billion Italian exports by 2027, today we are at 645'.
Urso: after Mercosur and India, forge agreements with South East Asia
"Vinitaly," added the Minister for Business and Made in Italy, Adolfo Urso, "is a showcase for the strength, resilience and competitiveness of Made in Italy, of which wine is certainly one of the most visible products that combines the identity of the territory, its culture and civilisation with the production system, innovation capacity and ability to stay in international markets. With this in mind, we urge the European Commission to finalise the other agreements that are in the pipeline, starting with the countries of South East Asia: Malaysia, Indonesia, the Philippines'.
But also wine tourism and the link with Unesco Heritage Italian Cuisine
But while Ministers Tajani and Urso indicated that the main road to growth for wine remains the international markets, two roads were indicated by Ministers Mazzi and Lollobrigida: wine tourism and the combination of wine with Italian Cuisine, a Unesco World Heritage Site.
'In the year or so in which I will be Minister of Tourism,' said newly appointed Minister Gianmarco Mazzi, 'it is my intention to focus, among others, on wine tourism. A sector that already represents a turnover of over 3 billion and is constantly growing. Italian wine cellars are places of well-being, almost of wellness. Cellar accommodation allows companies to make direct sales with lower costs and allows Italia to attract visitors to areas to which, without wine, they would not have gone, thus also allowing flows to be differentiated from large cities'.
