Vinitaly to focus on education, community and diversity

In the run-up to the Verona show on 15-18 April, Vinitaly is hosting a number of educational and promotional initiatives to highlight Italian wine in what it calls its “two-week marathon”.

Vinitaly has set itself the mission to “promote, educate and communicate to sell one more bottle of wine abroad”. Its planned activities aim “to strengthen the bond between Italian wine and its international markets” as well as educate those who are promoting the wine itself.

Commenting on the agenda, managing director at Vinitaly International, Stevie Kim, said: “Vinitaly is just around the corner and Vinitaly International starts its engine for the two-week marathon. Even though Italians say that the ‘marathon’ has a negative tone to it, I believe it really gives you the idea of our commitment and performance from beginning to end, it is not a sprint, it is definitely a marathon”.

The schedule begins with five days of the Vinitaly International Academy (VIA) certification course, followed by three days of 5StarWines featuring the ‘wine without walls’ grand tasting. Next up is Vinitaly’s OperaWine on 14 April, with the show itself taking place over the following four days.

The VIA launched its first certification course before Vinitaly in 2015. It now boasts nine Italian wine experts (the highest qualification) as well as 130 Italian wine ambassadors. This year’s course will start on 6 April, with 60 people from 20 different countries set to take part.

Next, 5StarWines starring WineWithoutWalls takes place on 11-13 April followed by OperaWine on 14 April, which will this year pay homage to Italy’s long-standing cultural links with the United States, embracing the works of American street artist Shepard Fairey at the Palazzo della Gran Guardia in the heart of Verona.

This year’s Vinitaly will take place from 15 to 18 April at Veronafiere in Verona, featuring over 4,200 exhibitors, tastings, workshops and seminars.