As India and European Union is on the verge of concluding the India-EU Free Trade Agreement, the organisers of the second annual VinItaly roadshow expressed hopes of a big breakthrough for wine imports to India which amply reflected in the participation of vineyards in the two-city show this year.
The Italian wine industry is looking at India not merely as a market, but as a long-term cultural and strategic partner, with the proposed EU–India Free Trade Agreement (FTA) expected to significantly alter the landscape for wine imports.
With the heightened prospects of wine being included in the FTA list for tariff cuts, there has been increased interest among Italian wine companies to engage India market stakeholders to get a head start as and when the roll out of FTA happens, reflecting in doubting of number of wine producers and vineyards participating in this year’s VinItaly show.
One of the largest producers of wines, Italy currently enjoys about 20% market share of imported wine market in India, and Italian Ambassador to India, Antonio Enrico Bartoli believes that a favourable FTA could change the landscape totally.
“We can do much more,” he said, adding, “Younger consumers are more sensitive to sustainability, cultural value, the link with territories and healthy consumption.””
The Ambassador also expressed hope that the conclusion of a Free Trade Agreement between India and the European Union would help unlock greater trade potential. “This is our wish, the conclusion of the EU FTA, that can lower the very high tariff barriers that exist today,” he said.
Organised by Veronafiere, the Vinitaly India Roadshow served as a strategic precursor to Vinitaly 2026, scheduled from 12–15 April 2026, the roadshow comprised wine showcase, tasting workshops and networking events in Delhi and Goa.
Speaking to HospitalityBiz, Vas Shenoy, Chief Representative for Italy at the Indian Chamber of Commerce
underlined the growing confidence of Italian wine producers in the Indian market, driven largely by recent assurances from India’s Commerce and Industry Minister Piyush Goyal that wines will be included in the ambit of the forthcoming EU–India FTA.
“This is much more than a business opportunity. Wine in Italy is a cultural issue. It is about soft power and civilisational outreach,” Shenoy said, adding that Italy and India share an ancient trade history, with the Roman Empire importing pepper from Kerala and India importing Italian wine.
Talking about growing interest in India market. Which was not the case a couple of years ago because of exorbitant import tariff. Shenoy said:
“In March 2025, during the first edition in Delhi, we had 13 exhibitors representing about 25–26 vineyards. This year, we have 26 exhibitors showcasing wines from more than 35 vineyards. Participation has almost doubled in just one year,” Shenoy noted.
Currently, Italy is the second-largest supplier of imported wines to India after Australia, a position Shenoy believes does not fully reflect Italy’s true potential. “The Italian industry has not actively promoted itself in India because the duties are extremely punishing,” he said, pointing out that imported wines currently attract duties of up to 500 per cent.
Although the new tariff structure is still unclear. Italian stakeholders believe that “even a rationalisation of duties” could be transformational.
A reduction in duties could bring Italian wine prices into a far more accessible range for Indian consumers. “Today, a normal Italian bottle costs almost five times its original price. With duty reduction, premium Italian wines could be available in the Rs 1,500–Rs 2,500 range, which is simply not possible today,” Shenoy explained.
With India’s wine market growing at an estimated 20 per cent CAGR and currently valued at around USD800 million, Shenoy believes the market could easily touch USD2 billion in the coming years. However, he cautioned that the real impact of the FTA would be visible only 24 months after its implementation.
“This is a long-term vision. The outlook is immense because India is a highly price-sensitive but fast-evolving market with growing appreciation for premium products,” he said.
As negotiations on the EU–India FTA move closer to conclusion, the Italian wine industry appears poised to deepen its engagement with India — blending business opportunity with cultural diplomacy.
Dining and Cooking