Italian Wine Roadshow to Uncork New Opportunities

With Italian wine emerging as a much-preferred alcoholic beverage in India among those who are upwardly mobile and choosy about their drinks, Vinitaly is set to become a much ‘looked forward to’ event in January in Delhi and Panaji. Vinitaly is the world’s leading international wine and spirits trade fair held annually in April in Verona, Italy, attracting thousands of professionals for networking, discovery and business across a vast exhibition space showcasing wines, spirits, technology and gastronomy from around the globe. In that sense, as FEDERICO Bricolo, President, Veronafiere, puts it while speaking with BISHAN Kumar, the roadshow will be a major opportunity for Indian importers, distributors, hoteliers and consumers.

The global wine markets may be slowing down, but that is certainly not the case with India, which is witnessing gradual yet qualitative growth. This makes India particularly relevant for producers seeking long-term development, premiumisation, and new consumer segments. For Italian wine, the opportunity lies both in commercial access and cultural education, expanding distribution, strengthening knowledge of Italy’s territories and denominations, and leveraging platforms such as Vinitaly, the Vinitaly International Academy and Vinitaly Tourism, which together reinforce Italy’s presence in strategic international markets.

It is therefore no surprise that Vinitaly has now included India as a recurring stop on its global roadshow calendar. “India is part of our long-term international strategy. Vinitaly is now a global promotion ecosystem, active both outbound, bringing Italian wine to strategic international markets, and inbound, by attracting qualified buyers from around the world to Verona,” says Federico, an organisation whose mission is to foster connections by linking people, markets and ideas through innovative participation formats, both physical and digital.

Closing the Gap

There are strong cultural and culinary ties between India and Italy, with Italian cuisine enjoying widespread popularity in Indian cities. Thus, Federico believes Italian wines naturally complement many gastronomic traditions, including regional Indian cuisines. However, owing to certain gaps on the Italian side, whether in promotion, distribution or institutional support, other wine regions such as France or Australia have advanced more aggressively within India’s premiumisation and fine-dining ecosystem.

Veronafiere is working hard on coordinated and consistent communication. “We can enhance collective promotion and build stronger distribution partnerships,” Federico says. “To grow beyond major cities, we need education, tastings and initiatives that integrate gastronomy, tourism and hospitality.” As such, Vinitaly Tourism will connect territories and wine culture, bringing them into the circuit of highquality food and wine tourism.

Spotlight on India

The objective of the roadshow is to consolidate Italy’s presence in India, strengthen dialogue with the trade, promote territories and denominations, and secure stable market access. “Roadshows, training activities, Vinitaly Tourism, SOLEXPO and the Vinitaly International Academy together contribute to an integrated presence that unites business, culture and education,” points out Federico. The roadshows will be held from January 16–18 in Delhi and Panaji, in Goa the organisers expect a highly qualified audience from premium distribution channels, including hospitality, retail groups and fine dining.

The roadshow aligns with Vinitaly’s global model, which creates continuity between activities conducted in foreign markets and the arrival of international operators in Verona. The goal is not merely to generate visibility but to activate commercial relationships that develop into concrete medium to long-term outcomes. The 2026 edition reflects the diversity of Italian wine, from well-established territories to regions presenting themselves in India for the first time. More than 30 wineries and consortia are already confirmed, with a significant presence of companies making their debut in the Indian market. The focus will be on highlighting the richness of Italy’s national wine landscape.

Making the Right Connections

The roadshow model is built on structured matchmaking, including buyer pre-selection, accreditation, curated delegations and scheduled appointments. This same approach guides the entire Vinitaly ecosystem creating qualified connections in target markets while simultaneously supporting incoming buyers to Verona, where they can engage with the full Italian supply chain. “In collaboration with the Italian Trade Agency, we support engagement between producers and qualified importers through walk-around tastings, masterclasses and targeted B2B activities,” Federico explains. Each roadshow will be assessed through market studies, participant feedback and direct consultation with participating companies.

The previous edition confirmed the growing interest in Italian wine and generated several commercial discussions. For Veronafiere, continuity, follow-up and a stable presence are essential, elements that demonstrate a structured long-term strategy toward India. The launch event was held in New Delhi on December 10 and was attended by senior Italian officials. “Institutional presence reinforces the credibility of Italian wine and strengthens the positioning of Veronafiere and Vinitaly. Our role is to transform this visibility into concrete opportunities by engaging decision-makers and trade operators,” Federico adds.