Italy’s biggest wine tradeshow, Vinitaly, ended successfully its 2015 edition in Verona, on March 25th. Succinctly, its four days of activity, have produced the following results: 150,000 visitors, more international buyers than ever from 140 countries (20 up from 2014), over 2,600 journalists from 46 countries and crucial revival of domestic market activity led by Horeca and retail operators.

“The result achieves the goal that we had set ourselves. Thanks to an increase of 34% in investments dedicated to incoming promotions and cooperation with the Italian Ministry of Economic Development, the Italian Trade Agency-ICE and the Italian Ministry for Agricultural, Food and Forestry Policies, we boosted further the already high involvement of foreign buyers,” said Ettore Riello, President of Veronafiere, Vinitaly’s organising structure.

Visitors totalled about 150,000, but compared to the past, attendance was greater from the Far East, especially from Thailand, Vietnam, Singapore and Malaysia. Mexico and Africa also grew, with interesting new entries such as Cameroon and Mozambique. Even North Africa performed well, particularly Egypt, Tunisia and Morocco both for wine and olive oil (at simultaneous Sol&Agrifood tradeshow hosted within Vinitaly).

“US and Canadian markets together account for 20% of international visitors totalling 55,000 people. German-speaking countries such as Germany, Switzerland, Austria confirmed their status as the most relevant export area with 25% of overall attendance while the United Kingdom took third place with 10%, followed in numerical terms by buyers from Scandinavian countries and Benelux,” said Giovanni Mantovani, Veronafiere’s CEO & Director General.

In terms of attendance by countries, there has been impressive growth by France, ahead of Japan, then China, Hong Kong and Taiwan, followed by Russia (the only country with shrinking presence from last year, the outcome of the current difficult geopolitical situation). Brazilian business visitors have grown considerably. Attendance from other European Union countries also improved, in particular from Poland and Romania. This edition of Vinitaly also saw the return of a degree of optimism on the domestic market, with operators arriving from all over Italy, representing Horeca and large-scale retail distribution channels. Finally, the event received interest and world-wide attention through the work of more than 2,600 journalists from 46 countries.

A selection of comments by leading wine production companies, traders and distributors follows.

WINE PRODUCERS COMMENTS:

Zonin 1821 – Domenico Zonin
“An effervescent Vinitaly. The home market performed well with the slight economic recovery bearing some fruit. Good attendance by buyers.”

Mastroberardino – Piero Mastroberardino
“Plenty of business with complete coverage of classical markets and impressive attendance on Monday by national clients. We even had contacts with operators from non-mature and developing markets approaching wine with some interest.”

Frescobaldi – Leonardo Frescobaldi
“I’m hearing very positive comments and, over and above a great deal of satisfaction, I also note the entry of new young producers and this is a good thing. We are especially pleased by the quality of visitors, who are increasingly sensitive to the origin of wine.”

Masi – Alessandra Boscaini
“Very good international attendance despite coming after Prowein and Vinexpo that will be held in June. It was a good Vinitaly for us, with considerable interest in Valpolicella wines and the chance to celebrate Campofiorin, the wine invented by my grandfather 50 years ago.”

Banfi – Rodolfo Maralli, marketing and sales manager
“We had a truly huge turnout, perhaps the best ever in terms of quality, including Sunday. Such numbers every year are a great result for Vinitaly.”

Umani Ronchi – Michele Bernetti
“Vinitaly is the trade fair with a focus on Italian wine where the whole world converges. It was an important and very satisfying event for us.”

Biondi Santi – Tancredi Biondi Santi
“We saw many importers on Sunday, while Monday was attended by catering operators. We worked very hard and reaped many rewards from Asian countries, China, the United States and Latin America.”

Ferrari – Camilla Lunelli
“There was positive attendance by foreign buyers. Even the Italian market performed well, with retail chains and high-level catering. OperaWine was an excellent preview.”

Tommasi – Dario Tommasi
“Many useful contacts, very good attendance by Italian and foreign operators, especially Asians – a sign that Italian wine is growing in an interesting way even in the East. We also saw some African importers, who visited by our stand and have trade agreements with them. The show was also a great opportunity to launch the new family project in Montalcino, following the recent acquisition of Fattoria Casisano.”

Marchesi di Barolo – Valentina Abbona
“A steady stream of operators from every country in the world. Australia, Malaysia, Indonesia, Taiwan, Korea, Japan, Kazakhstan, Emirates and many others: with genuine interest combining culture and passion with business.”

Antinori – Albiera Antinori
“Vinitaly went well, with many people and a good mix between Italians and foreigners.”

FOREIGN BUYERS COMMENTS:

Lory Polep, Vice-Presidente Polep Distribution Services – USA
“Vinitaly was an absolutely interesting experience. I feel that there were many occasions dedicated to developing Italian wine culture and also an excellent opportunity to meet and work with other professionals.”

Marne Anderson, Vice President of Wine Sales Four Star Distributors -Memphis, Tennessee USA
“I think that Vinitaly is a truly spectacular event. It’s my first time here and I can say that the exhibition really stood out for its professionalism, design and organization. It Is a great opportunity to expand knowledge and awareness of Italian wine.”

Paul Farrell – Fine Wines Department, Ontario Monopoly
“The wine market in Ontario continues to grow, particularly in the premium sector. Canadians are changing their habits, from beer and spirits towards wine. This is generating a continual increase in the wine business and Italian wine is definitely part of this growth.”

Clinton Ang – Corner Stone, buyer from Singapore (the main importer from South-East Asia)
“The Italian wine market in Singapore is enjoying a very positive period. Our country has discovered Italian food and the quality of wine and food from all over Italy. All regions can offer excellent wine production and can meet all needs, as well as being ideal pairings from any dish. During my trip to Verona, I am representing about 27 regions in South-East Asia from Singapore to Hong Kong.”

Radhika Ganaphaty Ojha, Veronafiere delegate in South-East Asia
“South East Asia has seen an increase in Italian market share thanks not the least to the opening of many Italian restaurants. Knowledge and quality of Italian wine is widespread and demand for certain labels often comes directly from consumers. We carried out a wide-ranging survey, interviewing various operators in the ho.re.ca sector, restaurants and consumers, and the feedback was unanimous: everyone is very interested in Italian wine. Initially, delegations from South-East Asia visiting Vinitaly can from the more developed countries – Singapore, Thailand and Malaysia – but in recent years the trend has seen new emerging markets interested in imports – such as Brunei, Myanmar, Laos and Cambodia – which are currently investing heavily in the tourism sector with increasingly important demand for Italian wine.”

Wong Yin-How – Managing Director Vintry, buyer from Malaysia
“The Malaysian wine market is growing by about 10% and Italian wines are gaining new market shares. The best-selling wines are currently those from Tuscany but I decided to visit Vinitaly to seek new wine-makers producing fresh white wines. I can definitely say it has been a constructive experience.”