Veronafiere returns to foreign countries with two wine business events

Two business events in the wine world “speak Italian” thanks to Veronafiere, with the collaboration of the ICE Trade Agency. As of today and until 23 September, the Bento Goncalves Exhibition Centre (Brazil) is home to the third edition of Wine South America – followed on 24 September by at the special edition of Wine to Asia organized in Guangzhou.


Maurizio Danese, MD of Veronafiere.

Overall, 360 brands will be take part in the event organised by our subsidiary, Veronafiere do Brasil, including 120 international brands – mostly from Italy, Argentina, Chile, France, Georgia and Portugal. Matching with the South American wine system is likely to ensure an expected attendance of around 6,000 professional operators at Wine South America and Enoteca Italia, representing 14 Italian regions and 194 labels for b2b meetings, seminars and master classes. “The Brazilian market,” said the Managing Director of Veronafiere, Maurizio Danese, “is currently limited by punitive tariff barriers which will gradually ease in coming years thanks to the EU-Mercosur trade agreement. This is undoubtedly a market ensuring a strategic perspective, not the least given the significant number of people with Italian origins.”

Last year, import of Italian wine posted growth of 19.4% (to 43 million dollars) over 2020, thereby even improving on pre-pandemic levels in 2019 (+12.7%). Italy enjoys a 9% share of imported products, just like France but behind Portugal, Argentina and the market leader Chile which, thanks to discounted duties, boasts 38% of the market. In the last 3 years, demand for wine in Brazil has grown by 28% and now worth 477 million dollars. The format of the Veronafiere branded event in Rio Grande State is exclusively business-oriented, with buyers from more than 20 countries and over 300 exhibitors representing well-defined market segments embracing national and international wines, spirits, extra virgin olive oil, technologies for vineyards and wine and olive oil production, accessories for consumption and companies providing specialist services.


A special edition of Wine to Asia on 24 September in Guangzhou, once again in the Greater Bay Area – one of the most important wine consumption areas in China. It will showcase 130 wine cellars from 26 countries.Wine to Asia Guangzhou Special Edition will host four premium master classes, including one specifically for Italian wine supported by ICE and conducted by Ian D’Agata, and another focusing on Chinese wine with Grace Vineyard guided by one of the most influential producers, such as Judy Chan. 21-24 September: in conjunction with the Guangzhou Special Edition,  the Greater Bay Area Wine Week Preview will also make its debut – an initiative that sees Wine to Asia collaborate with the top wine shops and wine bars in the cities of Guangzhou and Foshan.

Veronafiere has decided to maintain its presence in China even under the “zero-Covid policy”, with a b2b day based on master classes, tastings and business meetings. Maurizio Danese, Managing Director of Veronafiere, said; “Anti-Covid policies have had a major impact on Wine to Asia. All major events are currently suspended, including trade fairs, but we have decided to continue to support wine cellars and importers in China. The goal, until such times when things get back to normal, is to organise more events targeting business with an agile and professional format.” This is why Wine to Asia will be followed, together with Ice, 10-14 November by the fifth edition of Vinitaly China Roadshow travelling to the cities of Shanghai, Nanning and Shenzhen. The epidemic has severely limited Chinese wine imports, with an overall downturn in value over the last three years of 31%. In the same period (2019-2021), however, orders for Italian wine grew by almost 6% (to 165 million dollars), thanks also to the all-but zeroing of imports from Australia following the  punitive super duties imposed at the end of 2020. Today, Italy is the third main supplier of wine to China behind Chile (332 million dollars) and France (753 million dollars).