Vinitaly’s Long-term Play in India

Vinitaly is treating India not as a quick sales opportunity but as a market to be nurtured. Rather than simply staging tastings, the Italian trade body is investing in education, wine-tourism and formal industry partnerships as part of a decade-long strategy, says ADOLFO Rebughini, General Manager of Veronafiere SpA.

When detailing the forthcoming Vinitaly Roadshow, Adolfo said the selection of Mumbai and Goa reflects Vinitaly’s targeted market approach. Mumbai represents India’s financial and commercial hub, while Goa provides access to hospitality-driven consumption and tourism-linked demand. “When we bring Vinitaly around the world we listen to the market. The wineries tell us where they want to go, and in India interest was very strong. The event sold out soon after it was announced,” he added.

Education forms another core pillar of Vinitaly’s India strategy. Adolfo stresses that selling wine without building understanding is not sustainable, particularly in a young market. Alongside tastings and masterclasses, Vinitaly promotes structured learning through the Vinitaly International Academy (VIA), which certifies Italian wine ambassadors through a programme combining online study with in-person examinations. “We don’t just want to sell a product; we want to educate. If we don’t educate the market, it’s not going to be worth it,” he noted.

Adolfo also highlighted operational challenges faced by Italian producers in India, including high import duties, complex logistics and varying statelevel regulations. Shipping wine into India remains cumbersome, making reliable local partnerships essential.

Drawing on experience in other emerging wine markets, Adolfo believes India is at a similar stage of development and requires patience and coordination. Italian producers are prepared for longterm partnerships, recognising that meaningful results may take five to ten years. “The potential is incredible, but it’s a long-term investment, and we are ready for it,” Adolfo concluded.

Vinitaly Tourism

A significant recent development within the Vinitaly ecosystem is the launch of Vinitaly Tourism, an initiative designed to promote wine tourism as a meaningful revenue stream for Italian producers. Adolfo said tourism already contributes close to 10 percent of winery revenues in Italy, driven by experiences that extend well beyond tastings. “Visitors don’t just taste wine; they stay at the winery, eat at the restaurant, use the spa or spend the night at the property. These are important and still untapped revenue lines,” informed Adolfo.

He added that wine tourism offers a powerful way to deepen engagement, particularly given India’s strong outbound travel culture. Beyond iconic cities, Italy’s countryside and southern regions offer high-quality winery experiences that remain relatively undiscovered.