Services, incoming & digital: the plan for the new Vinitaly
International growth and improvement in buyer quality; further selective reduction of wine lovers at the trade fair as such; more widespread use of online tools to promote b2b; better adaptation of logistic services in the city, which itself ensures essential added value for the event.
These new lines of development in the short and medium term for Vinitaly were during the presentation in Rome of the 54th edition of the wine and spirits exhibition, scheduled at Veronafiere 10-13 April 2022.
After two years of stoppage caused by the pandemic, Vinitaly is back with attendance in person – yet the event is already thinking of an entirely business-oriented future, thanks to a plan developed by Veronafiere management together with the strategic consulting company Roland Berger.
This project carried out over the last two years is also the result of listening to hundreds of exhibitors.
“After two years of absence,” said Maurizio Danese, President of VeronaFiere, Vinitaly returns to its original time slot, with an exhibition framework that ideally recalls pre-pandemic editions. A result that could by no means be taken for granted which, in confirming the landmark role of the event, equally rewards Vinitaly’s plan for growth launched as early as 2018 and perfected right through until today. “Strengthening business at the trade fair, selecting operators and expanding the international share are the guidelines that will further engage Veronafiere even in the medium term, obviously net of emergency contexts.”
“The forced stoppage enabled us to frame the evolutionary scenario for Vinitaly in the best possible way,” said Giovanni Mantovani, CEO Veronafiere, “We were also keen to achieve this by sharing and listening to our historic partners: companies, consortia and organizations in the wine sector. The result, after the test run with the Special edition last October, is a turning point which we will launch in 10 days’ time and complete over the next two years. Vinitaly will be significantly strengthened in areas with the highest development prospects. The commissioned survey indicates that one of the main strengths of the event is attendance by international (76%) and national (53%) buyers. ”
The priorities indicated in the plan first of all highlight the international growth of the event as regards international exhibitors: every edition will now dedicate to them a “special theme-based show” focusing on specific production areas or product types starting from 2023.
This choice is closely linked with incoming promotion initiatives, with an even greater qualitative selection of buyers arriving in particular from Asia and North America, the areas most requested by companies. In order to expand its global presence – that currently involves 17 events abroad per year – the Vinitaly Academy programme will also be significantly upgraded, with an increase in participants in emerging and consolidated outlet markets.
Yet b2b will have also to make more use of the digital channels already set up by Veronafiere but as yet still under-used; the goal therefore is to connect online business projects accompanying the main show through the single Vinitaly Plus platform. Virtual matching will be joined by an in-person service, with the organization of exhibition events and local incoming activities in Italy in cooperation with the Regions involved.
Another important aspect will be the further redevelopment of our own infrastructures but above all the improvement – by local authorities – of the city’s logistics and services, starting with the creation of a direct link between the Exhibition Centre and the high-speed train station.
This will streamline flows and help accelerate the process already launched for an even clearer division between professional operators and wine lovers. Already this year, selection of wine lovers will become even more intense. On the other hand, Vinitaly & the City will be called upon to expand its impact and become the Off-Show event specifically for wine lovers.
Lastly, several innovations in content are planned during the coming Vinitaly, such as Micro-Mega Wines, Mixology, Organic Wine and Orange Wine: the start-up areas – set in motion already this year – will be progressively joined by others capable of intercepting and anticipating pertinent trends for the sector.
The survey carried out by the Roland Berger consulting firm involved 230 Italian wine companies from all Italian regions to ensure broad representation of the sector. The companies in the sample indicated international growth (74%) as a strategic priority, followed by improved profitability (52%). The first reason for attending Vinitaly is ‘to acquire new international customers’ (83%), while companies with turnover in excess of 10 million euros are more likely than others to take part in order to present products, sign business agreements and networking .
Another strong point, compared to other trade fairs, is the high reputation of the event as well as the city of Verona itself, considered to be a key asset for communicating the values, local areas and typical character of Italian wine.