From Brazil to China: after the institutional visit to New York and Washington concluded on May 1st to present the second edition of Vinitaly.USA, Veronafiere is strengthening its global projection in the world of wine fairs with two more events abroad. Heading to Brazil with the Wine South America event, which kicked off on May 6th in the city of Bento Gonçalves, then heading to Shenzhen, in the Greater Bay Area of China, for Wine to Asia, which opens its doors on Friday May 9th. Two strategic stages that confirm the central role of Veronafiere brands in the promotion of Made in Italy in key export markets.
“Even in a global context still characterised by complex challenges, we are continuing to consolidate our trade fair brands and the integrated promotion of Made in Italy”, commented Adolfo Rebughini, Director General of Veronafiere. “We are at the service of the growth of companies on domestic and international markets, carefully observing market dynamics and making our platform available to them to facilitate access to new business opportunities”.
Wine fairs: in Brazil, Italy’s wine triples its presence at Wine South America
From May 6 to 8, wine was the protagonist in Brazil with the fifth edition of Wine South America – International Wine Fair, in Bento Gonçalves.
The event, organized by Milanez & Milaneze, a company of the Veronafiere group, saw the presence of 430 wine companies, up 20% compared to 2023.
Among these, the participation of Italian companies tripled, reaching 60, thanks also to the support of Agenzia Ice; the official collectives of the Veneto and Friuli-Venezia Giulia regions also made their debut.
Organized in the main wine and sparkling wine producing region of Brazil, Wine South America has over 7 thousand registered professional operators and buyers, 2 thousand b2b meetings already scheduled and a busy calendar of masterclasses, tastings and workshops, completed by visits to the cellars of the Serra Gaúcha to discover the renowned denominations of origin Vale dos Vinhedos and Pinto Bandeira.
According to the Uiv Wine Observatory – Vinitaly, Mercosur is still a small but promising market for Italy: the value generated by the South American free trade area for the Belpaese is equal to 49 million euros with a progression of shipments that has seen an average annual growth since 2019 at a rate of 5%. The most important market is obviously Brazil, with 43 million euros in turnover in 2024 and a share of over 84% of the total area. Venezuela and Uruguay follow (5%), Paraguay (4%), and Argentina closes, just above 1%.
Wine to Asia: the reference hub for wine and spirits signed by Veronafiere in Shenzhen
From 9 to 11 May, Wine to Asia returns to Shenzhen, China, organized by Veronafiere Asia Ltd. The third edition of the event records 500 exhibitors from over 30 countries, consolidating itself as a reference platform for the wine & spirits sector in the Asian continent.
More than a simple trade fair, Wine to Asia 2025 expands in the direction of an experiential platform, combining B2B and B2C contact points with professional education, cultural insights and lifestyle. On the agenda, therefore, masterclasses, tastings, sector forums, but also the program of the Wine Week in Shenzhen, Guangzhou, Hong Kong, Xiamen and Zhuhai.
Wine to Asia is the largest showcase of Italian wines in southern China, thanks to the participation of over 50 Italian wineries, with the support of Agenzia Ice. Groups from Spain, Serbia, Slovenia, New Zealand and Australia are also present.
Bettane+Desseauve, the authoritative French institution of wine media and criticism, will be making its debut, as will the California Wine Institute and the Association of Young Chinese Winemakers in the US.
The event will also feature extra virgin olive oil, presented by Sol2Expo, the Veronafiere event dedicated to vegetable oils. In terms of exports, China represents a market worth 90 million euros for Italian exports (2024 data, Uiv Wine Observatory – Vinitaly). The majority of the exported products are packaged still wines (82% share in value), followed by sparkling wines (12%).
