Vinitaly, 1,000 top buyers are arriving, from the flagship government on culture and health

Great return of the Chinese but not just business, space for art with the ‘Divine Bacchus’ exhibition with Caravaggio’s Bacchus and Guido Reni’s Child Bacchus organized by ministers Lollobrigida and Sangiuliano

Business above all thanks to an unprecedented incoming campaign with over 1,000 top buyers from 68 countries, +43% on 2022. The great return of Asia with China and Japan and record delegations from the USA, Canada, South America and Northern Europe. This will be the imprint of the 55th edition of Vinitaly, which will take place from 2 to 5 April at Veronafiere. An edition that collects the fruits of the numerous and important roadshows abroad made with Ice Agenzia and that increasingly aims at internationalisation. Great expectations for the return of China which, after the lockdowns and prolonged bans, is ready to regain its status as an emerging giant with 130 purchasing managers at Vinitaly including the top twenty national importers by volume and value, the main groups of first level of the horeca and the most referenced e-commerce platforms.

However, attention will also be paid to “alternative ways to enter the markets” through culture and tourism, as explained by the Minister of Agriculture and Food Sovereignty Francesco Lollobrigida at the presentation press conference in Rome. The fulcrum of Masaf’s initiatives will in fact be the ‘Divine Bacchus’ exhibition with the exhibition of Guido Reni’s ‘Bacchus as a child’ and Caravaggio’s ‘Bacchus’, an initiative organized in synergy with the Minister of Culture Gennaro Sangiuliano. Minister Lollobrigida then announced a “presence of the government as a whole which will be more active: there will not only be legitimate support for virtuous initiatives but a participation in the demonstration by trying to enhance some of its skills which are of a political nature”.

‘Positive counterinformation will be done, wine doesn’t hurt’

Furthermore, there will be a “very positive counter-information” given that “it is said that wine is bad for all”, added Lollobrigida announcing a focus on wine and health with the Minister of Health Orazio Schillaci, in reference to Irish labels with health warnings they do not distinguish between the consumption and abuse of alcohol. The owner of Masaf then highlighted the presence of various members of the executive such as the Minister of Tourism Daniela Santanchè, Adolfo Urso of Enterprises, probably the Premier Giorgia Meloni and also the Minister of Infrastructure Matteo Salvini and Foreign Affairs Antonio Tajani.

As for the numbers of buyers attending Vinitaly 2023, “it is a historic result, the result of an unprecedented global roadshow involving the main institutional players in the promotion of Made in Italy” commented the president of Veronafiere, Federico Bricolo. “The road to growth in the sector is increasingly exports, as emerges from the report of the Uiv-Vinitaly and Prometeia Observatory – explained the CEO of Veronafiere, Maurizio Danese”. In fact, with 7.9 billion euros exported in 2022, foreign sales reached an all-time high, generating over 54% of the sector’s turnover and confirming the wine industry clearly at the top of the export ranking of the food sectors. The entire wine supply chain – highlights the Uiv Vinitaly-Prometeia study – today is worth 31.3 billion euros, involves 530,000 companies with around 870,000 employees.

“Vinitaly 2023 therefore accelerates the renewal process of the format which will be increasingly smarter and more functional to the needs of companies and the sector itself. – Danese explained again – The strongly changed competitive scenario in the last two years requires us to make our economic resources more efficient and organizational aspects to support the positioning of the wineries on the markets”.