VeronaFiere returns to India with the second edition of the Vinitaly Roadshow with the aim of strengthening a project that focuses on long-term development of the market. India is part of our broader global strategy for promoting Italian wine and, more generally, the “Made in Italy” system, Federico Bricolo, President, VeronaFiere, tells ET’s Dipanjan Roy Chaudhury:What are your medium-term expectations for the Indian market, especially since an EU-India free trade agreement now seems imminent?
India is still a young market in global terms but its forwards trajectory is extremely promising: growing middle-class income, curiosity about international cuisine, and an increasingly cosmopolitan demographic. All the more, against a global scenario characterised by growing trade tensions, the strategic partnership between the European Union and India may well open up new opportunities for Italian wine. We are close to a positive outcome of negotiations and this could mark a very promising second stage in bilateral relations between the two areas. It is currently difficult to make predictions about medium-term outcomes. There will certainly be a lot of work to do, and Veronafiere is ready to play its part.
This is why Vinitaly is investing in structural areas – not only with roadshows but also training, master classes and especially through the Vinitaly International Academy, which trains Italian Wine Ambassadors, giving them the skills needed to communicate the culture, history and identity of our wines worldwide.
This is the second edition of the Vinitaly India Roadshow and will be held in Mumbai and Goa. Can you tell us more about the wineries taking part?
We return to India with the second edition of the Vinitaly Roadshow with the aim of strengthening a project that focuses on long-term development of the market. India is part of our broader global strategy for promoting Italian wine and, more generally, the “Made in Italy” system. We do not “create trade fairs” abroad with Vinitaly; on the contrary, we offer a platform that facilitates relationships between Italian wineries, international buyers, and the professional trade community.
We expect that rhe Roadshow will attract impressive attendance: More than 30 wineries and tutelage consortia representing the huge biodiversity of Italian winegrowing will take part: from historic denominations to emerging areas with an innovative approach, from big iconic reds to white and sparkling wines that have already conquered many international markets. Italian winemakers increasingly view India as a strategic destination. As a result, we are seeing growing interest by companies from all over Italy eager to engage with Indian distributors, importers, and trade operators.
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How do you view India as a wine market, especially at a time when relationships between India and Italy are at an all-time high?
Italian wine is setting off almost from scratch in India, yet the potential is truly significant, especially for premium wines. On the one hand, an enormous potential user base is evident; on the other, our wines have historically symbolised moderation and quality, and this is a significant strategic factor. The world has long been moving towards greater awareness of alcohol consumption and India is no exception to this. And wine – with its cultural, enjoyable, and low-alcohol approach – can symbolize this trend in the best possible way. Our Italian Wine Union-Vinitaly Observatory, based on IWSR information (the global leader for data, analytics, and insights for the alcoholic beverage industry), estimates 33% growth in the value of wine consumption between 2025 and 2028. Thanks to the new bilateral agreements, this forecast may turn out to be even better.
Inasmuch, India currently offers not only business but also cultural opportunities. Our Vinitaly Tourism format seeks to create a direct link between the huge variety of Italian wines and winemaking areas. A unique combination of beauty, history, and identity which also boasts strong appeal as regards wine tourism.Within this broader context, Veronafiere also promotes other high-quality products including Italian extra virgin olive oil, which is frequently also produced by wineries. SOLEXPO, the international event specifically for this product, is moving in this direction with the aim of launching olive oil on markets where Vinitaly is already active as a means for boosting another pillar of identity in Mediterranean gastronomy.In addition to Vinitaly, Veronafiere is also very active in other sectors. Do you think there is any potential for specific involvement in India in these segments?
Veronafiere is a major international trade fair group with leading brands such as Marmomac – the world’s top event for natural stone and related technologies – Fieracavalli in the equine sector, and specific platforms for agriculture and agritech.
Our model is based on creating professional platforms, rather than simply organizing events. This approach means we can work across different fields and brands when entering new international markets. Italy and India already share consolidated industrial and technological trade and these sectors offer effective collaboration opportunities.
Infrastructural development, architectural growth, and agricultural innovation in India are perfectly aligned with Veronafiere’s expertise and the know-how of Italian companies. Together with local partners, institutions and trade associations, we are analyzing opportunities to launch our platforms to connect Italian excellence with market demand in India in the best possible way.
As with wine, our approach takes a long-term and progressive direction: It starts with professional exchanges and continues with networking, training content, and specialist initiatives capable of supporting bilateral development.
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