Vinitaly 2026: Bricolo (Veronafiere) highlights strategic role for

Vinitaly 2026: a driver for Italian wine exports

At the opening of the 58th edition of Vinitaly, Veronafiere president Federico Bricolo called the event “an infrastructure to support and amplify the international projection of Italian wine.” He stressed the need for Vinitaly to evolve from a meeting place into a practical lever to strengthen companies' positioning on foreign markets.

The opening speech underlined the importance of a structured, coordinated promotion strategy to navigate a complex international landscape and to support export growth and market diversification.

• International plan: nearly thirty structured initiatives targeting strategic areas, including the United States, Asia (China, India, Japan, South Korea, Thailand), Latin America and key European markets.
• New stages: cooperation with the Italian Trade Agency to explore markets in Africa, Canada and Australia; increased presence in Brazil.
• Context data: the Uiv-Vinitaly Observatory identifies about a dozen countries with high growth potential; Prometeia places wine second among traditional Made-in-Italy sectors for trade balance, with +€7.2 billion in 2025.

The message highlights the sector's dual challenge: consolidating quality production and improving international positioning to reduce concentration on the top destination markets.