At Casa Italia, inside the Triennale di Milano, a unified strategic direction took shape, bringing together Vinitaly, Masaf, and Ice‑Ita to accelerate the internationalization of Italian wine. The occasion was the LT Wine & Food Advisory event “Italian wine teams up with Olympic spirit – Italian fine wines, identity that generates value, vision that opens the world.” The meeting aimed to turn the Olympic showcase into a stable platform of taste diplomacy, capable of combining promotion, incoming, and a culture of hospitality.
Vinitaly, Masaf and Ice‑Ita expand the international promotion program
Opening the proceedings was Francesco Lollobrigida, Minister of Agriculture and Food Sovereignty, who outlined the growth horizon:
“Italian wine will undoubtedly seize the new opportunities arising from international agreements and beyond. Destinations are opening up that promise to increase our market share, from the Mercosur countries to India, already on Vinitaly’s map.”
The minister recalled how the Government intends to support this journey “through the strengthening of tools, resources and missions such as the one planned in the coming months in the Stan area of Central‑Southern Asia.”
Detailing the operational framework was Federico Bricolo, President of Veronafiere:
“A roadmap that will also involve Vinitaly. We are working to expand our field of action to ensure increasingly effective promotion for Italian companies and a more targeted incoming for the Verona exhibition. The mission with the Ministry of Agriculture and Ice‑Ita will allow us to explore opportunities and trends in a high‑potential area including Kazakhstan, Kyrgyzstan, Tajikistan, Turkmenistan, Uzbekistan, Afghanistan and Pakistan.”
Bricolo also recalled that the strengthening of historical presences will continue “in China, Brazil and the United States, with Vinitaly.USA in New York next October,” while “Canada is also under consideration,” with the goal of including it “in the international calendar already in the first half of 2026.”
A strategy framed within the broader project of enhancing the “Italy system” also through sport:
“The link with sport is something we care about and want to cultivate, as shown by the many champions invited to open Vinitaly and the City over the years.”
Italian wine export: target set at 10 billion euros
Matteo Zoppas, President of Ice‑Ita, highlighted the Agency’s coordinating role:
“We are the operational arm for the promotion and development of Made in Italy. The wine initiative at Casa Italia was a success in Paris 2024 and is now being replicated at Milano Cortina 2026.”
Programming prioritized high‑potential countries—from Mercosur to India—with targeted activities especially for SMEs.
Zoppas set a clear goal:
“I hope that within a few years we can reach 10 billion euros in wine exports. But to do so, we must begin to counter all obstacles, from tariffs to the demonization of the product.”
According to Giovanni Malagò, President of the Milano Cortina Foundation, the country’s image benefits greatly from this synergy:
“Also thanks to wine—and more broadly food & beverage—we are presenting an exceptional image internationally: from the outside, the true value of what Italy is accomplishing is not fully perceived.”
Closing his speech, Lollobrigida emphasized the cultural role of wine:
“There is admiration worldwide for our way of welcoming, which unites art, culture, food and wine. Wine itself represents conviviality and well‑being, not something risky as portrayed by those who focus only on the alcoholic component.”
He also recalled how “Wine Paris, in recent days, demonstrated our system’s ability to position itself correctly and effectively on world markets,” underscoring the opportunities arising from agreements with Mercosur countries and India.
The minister pointed to the reorganization of the OCM wine system and the strengthening of Ice‑Ita’s funds as decisive tools for the near future, while describing the UNESCO recognition of Italian cuisine as a strategic multiplier:
“We aim to win as many medals as possible—not only Olympic ones but also on the commercial front.”
Casa Italia as a relational hub for wine diplomacy
For Lorenzo Tersi, creator of the format that brought wine into Casa Italia, the Winter Olympics have so far been “an operation of wine culture diplomacy. International guests in these days have not only tasted the wines but will bring that memory back home.”
The lineup of 26 wineries offered a collective narrative of Italian wine, from major producers to small artisans.
The presence of judoka Alice Bellandi, gold medalist at Paris 2024, further strengthened the link between wine and sport as an expression of Italy’s finest identity.
Fine Wines: nature, brand, wine tourism. Voices from Casa Italia on the future of Italian wine
The discussion then shifted to Fine Wines, with contributions outlining the new codes of the segment.
Roberta Ceretto (Ceretto) emphasized the centrality of nature, savoir‑faire and family stories, explaining how the 1986 crisis taught Piedmont to “play together” and present its authenticity to the world.
Antonio Capaldo (Tenute Capaldo) noted that, especially in the South, critical acclaim alone is no longer enough: wine tourism must become an experience capable of turning guests into ambassadors of the Fine Wines of the future.
Marcello Lunelli (Gruppo Lunelli) highlighted the link between wine’s success and brand strength, recalling how the relationship with sport can act as a catalyst: “In the world we must move forward together,” he said, imagining a unified communication strategy for Italian sparkling wines abroad.
Roberta Corrà (Gruppo Italiano Vini) identified the “drink less, drink better” trend as a sign of the contemporary consumer’s maturity, increasingly interested in the overall experience from territory to cellar.
Federico Veronesi (Oniwines) urged the sector to reformulate its language to adapt to market speed and the public’s demand for authenticity.
Francesco Cambria (Cottanera) presented the example of the Etna DOC, one of the few denominations growing in 2025, explaining how its wines’ ageing capacity and volcanic‑soil identity contributed to a 200% increase in land value in fifteen years.
Finally, Renzo Rosso drew a parallel between fashion and wine, outlining a formula based on brand, communication and wine tourism: “Today, 30% of our business is tied to wine tourism,” he noted, highlighting the importance of direct contact with visitors in building future profitability.
