- Wine and Diplomacy: Ambassador Bartoli sees wine as a cultural bridge, aligning Vinitaly with Italy’s diplomatic push and the EU-India Free Trade Agreement.
- Market Strategy: With €1 billion lost to U.S. tariffs, Gelmetti views India as key for expansion, linking Vinitaly to the IMEC trade corridor.
- Growth Potential: India’s wine market grows 17% annually, with 40% growth by 2028, making Vinitaly a strategic entry point.
New Delhi – For the first time, Vinitaly, the world’s largest wine exhibition and competition, arrives in India with the Vinitaly India Roadshow, inaugurated at the Embassy of Italy in New Delhi. The event comes just weeks before the 57th edition of Vinitaly in Verona (April 6-9), marking a significant moment in Italy-India relations, which are currently at their peak.
Wine as a Cultural and Diplomatic Bridge
“Italy is the world’s largest wine producer, but wine is much more than just a beverage or an economic asset,” said Antonio Bartoli, Italy’s Ambassador to India. “It is a central element of our culture, a symbol of the authenticity and diversity of our territories. Wine represents conviviality, good taste, and quality—values we share with India.”
The event aligns with Italy’s broader diplomatic and economic engagement with India. In early April, Deputy Prime Minister and Foreign Minister Antonio Tajani will lead a business delegation to New Delhi, reinforcing bilateral economic ties. Moreover, ongoing negotiations for an EU-India Free Trade Agreement could significantly reduce tariffs on European wine imports, opening up new market opportunities.
Vinitaly as a Strategic Move in Global Trade Conflicts
Beyond its role as a showcase for Italian wine, the Vinitaly India Roadshow is a calculated move in an evolving geopolitical and economic landscape. Matteo Gelmetti, Vice President of Veronafiere, emphasized that the event comes at a crucial time: “This event happens at a perfect moment, right in the middle of a tariff war that has alarmed the wine industry.”
The wine sector has been severely impacted by global trade tensions. According to Federvini, Italian wine producers have lost over €1 billion in revenue in the United States alone due to tariff barriers. Gelmetti highlighted that “expanding into emerging markets like India is now a strategic necessity.”
This perspective is shared by Antinori, one of Italy’s most prestigious wineries, which recently reaffirmed the importance of looking toward the Indian market. Just last week, European Commission President Ursula von der Leyen with College of Commissioner traveled to India to negotiate trade agreements aimed at eliminating tariffs on key European products, including wine. Italy’s Commissioner Raffaele Fitto was part of the delegation.
The India-Middle East-Europe Corridor: A New Trade Route for Italian Wine
Gelmetti also positioned Vinitaly within a broader geopolitical framework, particularly in relation to the India-Middle East-Europe Corridor (IMEC), which is emerging as a potential alternative to China’s Belt and Road Initiative. “In this context, there is also a strategic game being played over European ports,” he noted. “China is pushing for Piraeus to be the main terminal, while Italy is advocating for Trieste as the key hub for trade flows from India.”
Italy’s efforts to position itself as a central player in Indo-European trade align with the country’s broader ambition to strengthen economic and logistical ties with India. The Vinitaly India Roadshow is not just a promotional event but a strategic move in Italy’s diplomatic and economic engagement with India.
A Rapidly Growing Market
India’s wine consumption is growing at an annual rate of 17%, but according to the Osservatorio Unione Italiana Vini-Vinitaly, it is expected to increase by 40% between 2024 and 2028. A potential reduction in import duties could further expand market opportunities for Italian producers.
“In a world marked by escalating trade wars,” said Federico Bricolo, President of Veronafiere SpA, “we are closely monitoring the strategic partnership between India and the European Union. Today, Italian wine sales in India remain marginal compared to our $8 billion in global exports in 2024, but we firmly believe that India has the potential to become a key market for wine—a product that has always symbolized moderation in alcohol consumption.”
A Key Moment for Italy-India Economic Relations
The Vinitaly India Roadshow will continue with an exclusive event on March 8 at the Vivanta Hotel Dwarka in New Delhi, where importers, experts, and wine enthusiasts will experience firsthand the essence of Italian wine culture.
With the Indian market expanding and new trade agreements on the horizon, Vinitaly’s arrival in India represents a key step in Italy’s broader strategy to deepen economic ties with one of the world’s most dynamic economies.
