Amarone Calling prepares for round four in London
Amarone Calling is returning to London for its fourth edition, a one-day event on 10 November showcasing the iconic red wine from the Veneto region’s Valpolicella.
The event invites trade professionals to celebrate Amarone della Valpolicella at The Honourable Society of the Middle Temple in London on 10 November 2025, from 11am to 7pm. Described as one of the premier events in the UK wine scene, Amarone Calling attracts between 300 and 500 trade professionals each year.
The one-day showcase is organised by Consortium Valpolicella, in collaboration with The UK Sommelier Association, and will feature some of the region’s most renowned producers. This year, for the first time, the drinks business serves as the event’s media partner.
Amarone Calling features a walk-around tasting with 24 producers and around 100 wines from the Amarone della Valpolicella subregion of Veneto. The day’s programme is expected to include two masterclasses focusing on the region’s DOCG, led by Peter McCombie MW and Patrick Schmitt MW, editor-in-chief of The Drinks Business.
Christian Marchesini, president of the Consorzio per la Tutela dei Vini Valpolicella (the DOCG consortium), reveals what to expect from the event: “Attendees at Amarone Calling 2025 should expect a curated experience focused on discovery and education: a walk-around tasting of a wide selection of Amarone producers, masterclasses that explore stylistic diversity – from traditional, opulent styles to the newer, more elegant interpretations – and sessions that link Amarone to food and terroir.
“The event aims to showcase both the historic pillars of the denomination and the new wave of producers innovating in lees, oak management and appassimento technique – all while reinforcing the Consorzio’s messages on quality, sustainability and market development. Trade, press and serious collectors will find the programme tailored to deepen understanding and create business connections.”
An Italian icon in the UK
According to Marchesini, over the past five years, “UK consumers have shown a clear shift towards quality, moderation and experimentation.” In response to demand, Marchesini says he has witnessed an increase in buyers’ willingness to pay for higher-quality bottles, as well as lower-ABV options, smaller formats, and more sustainable or certified products.
He explains: “Retail and on-trade channels are now offering more premium choices and smaller tasting formats, allowing customers to explore new flavours without committing to a full bottle. This structural change – together with macro factors such as duty increases and younger consumers drinking less overall – has led to growth in premium segments even as volumes have softened.
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“There is continued interest in premium reds in the UK. The category shows growth, driven by specialist buyers, independent retailers, and trade sommeliers who prize distinctive, terroir-expressive wines,” Marchesini says. “Amarone remains a recognisable premium Italian icon in the UK market: despite a challenging macroeconomic environment for imports, Amarone’s uniqueness and positioning, with its ageworthy, gastronomic, and high perceived value, keep demand steady among collectors and restaurants.
“Nevertheless, the market is evolving. Wines with slightly lower alcohol, fresher profiles, and clearer provenance are gaining traction, and Amarone producers who respond to those preferences – without sacrificing identity – will find the UK a receptive market.”
Amarone’s main appeal to consumers lies in its distinctive character, which is produced through the traditional technique known as appassimento. This process involves partially drying the grapes, resulting in intensified aromas, a rich texture, and a complexity that is difficult to replicate. The palate offers notes of intense fruit, with layered dried-fruit notes, spice, and structure from alcohol and tannin, creating a wine that ‘feels premium and memorable.’
The wine represents not only a unique take on red wines but also stands out with its cultural and territorial identity: carrying a strong Valpolicella and Verona provenance, which is a powerful marketing asset for heritage-oriented consumers. Amarone is renowned for its exceptional pairing with rich foods and its ability to mature beautifully with age, making it a popular choice among collectors and connoisseurs of fine dining.
According to Marchesini, “these attributes combine to make Amarone a flagship Italian premium red with clear positioning in the UK and international markets.”
To learn more about the Italian icon, trade and press entries for the Amarone Calling event are now available. Secure your spot and immerse yourself in the world of Amarone.
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