Vinitaly International Academy, the educational arm of the Verona show which aims to showcase the breath and diversity of the Italian peninsula, is launching a brand new focus in the UK.

Through funding from the Italian Trade Commission, buyers and members of the press will be supported to visit the Verona show, with packages available to cover entry, travel and accommodation for 2022.

This is just one facet of the planned work. The academy also aims to place more focus on Italian wines, which – despite their popularity – remain largely undervalued in the UK.

“Though Italy has been successful in the UK to a point, the wines carry a considerably lower price point than France,” Sarah Abbott MW told Harpers.

“We just don’t have the same level of awareness and expertise in Italy despite fact there are many specialists bringing in fantastic wines. The UK academy has been set up to address this. If there’s one country where it really helps to know the detail, it’s Italy.”

Italy had found huge favour within the UK market, its top export market by volume. By value, however, Italy falls by the wayside. Average price for Italian wines in the UK sat at £5.81 for the past 12 months, behind French wine at £8.06, and also the USA, Spain, New Zealand and Argentina (WSTA figures, average RRP based on price per litre).

The Vinitaly International Academy was launched to convey “the value and diversity of Italian wine” to international markets by fostering a global network of professionals such as Italian Wine Ambassadors and Italian Wine Experts. It organises Wine Expert and Wine Ambassador training courses every year in several countries, with the USA being a key market. The UK academy will officially launch in September, with funding packages available for those looking to visit this year’s show, running in Verona from 10 to 13 April.

From Europe to the United States, Singapore, Japan, Eurasia and emerging African markets. Veronafiere accelerates its strategic plan for the 54th edition of Vinitaly which returns “sold out” – with more than 4000 exhibiting companies -next 10 -13 April. The campaign already underway involves 60 countries in the promotion, communication and incoming programme implemented by Veronafiere S.p.A and ICE-Trade Agency sharing not only a total investment of 3 million euros but also the selection of a business list of 500 top buyers from all over the world, joining thousands of trade operators. from Italy and abroad.

“We are seeing a high rate of trust and expectation from international operators and exhibitors alike. Currently,” the CEO of Veronafiere, Giovanni Mantovani, added, “we have already confirmed delegations from areas in Canada and the USA, especially the Midwest, West Coast and Texas, as well as Singapore, Malaysia and, for Europe, the United Kingdom, Scandinavian countries, Denmark, the Netherlands, Germany, Switzerland and some of the most interesting Eastern European countries, starting with Poland. Furthermore, we are working closely with the Ministry of Foreign Affairs to create a specific corridor with Japan to encourage attendance by Japanese operators. We are receiving very positive feedback from the Eurasian region and markets potentially interested in Italian wine. All the more, we recently concluded a strategic collaboration agreement with a number of exhibitors to implement another special incoming promotion plan involving an investment of 1 million euros.”