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Italian Chamber of Commerce takes Australian wines to Italy

The world’s biggest wine event, Vinitaly, is back on, and it’s bigger and better than ever! The Italian Chamber of Commerce and Industry in Australia in collaboration with Austrade Milan is currently recruiting for the Australian Export Mission to the Vinitaly International Wine & Spirits Exhibition, which will be held in Verona, Italy from 3 to 7 April this year. Australian wines will be exhibited under the ‘Enoteca Australia’ banner, and will be the point of reference at the show for international wine buyers seeking out the Australian drop.

Australian wines went on the missing list at last year’s show, which attracted record numbers of international buyers and resulted in significant export and business opportunities for the few Australian companies that did take part. Over 150,000 visitors, 38,000 of whom were from over 100 different countries, attended the exhibition. An increase of 15% over the previous year. Over 2,600 journalists attended from 52 countries. Buyer typology included wholesalers, import/export agents, large-scale distribution, restaurant/hotel/catering sector, wine bars and retailers, and producers.

An event of this magnitude can seem a little overwhelming, but the Italian Chamber of Commerce, the Australian representative of Veronafiere, is perfectly positioned to facilitate participation by Australian companies. Chamber Secretary General Luca Bottallo affirms: “The Chamber knows Vinitaly very well — we’ve been organising participation for Australian companies for years. The benefits to the company are of course that we are able to organise every facet of participation, offer initiatives that would otherwise be unavailable, and save them money in the process. Plus the stand organised by the Chamber is the officially recognised “Australian” exhibit.”

Australian companies appear to be reluctant to make the trip to Verona, perhaps in the belief that Vinitaly might be too “local” to be of any benefit to their business. The above figures, however, negate that, with ever-increasing international presence. According to Mr Bottallo, “One producer who participated with us last year received many inquiries from buyers from Finland, Sweden, the Czech Republic, Poland, Canada, Italy, Hong Kong, Slovakia, Korea and even Guatemala, even some very positive attention from a VIP buyer from Russia!”

Additionally, according to the President of Vinitaly organisers, Veronafiere, Luigi Castelletti, “Vinitaly is the only world event boasting growth trends for sales of space in recent years higher than 5%, against 1–2% for other shows. The event equally ensures high contact/exhibitor ratios at more than 30 against 11–15 for other exhibitions, and impressive exhibitor satisfaction levels of 95% overall.”

The Italian Chamber of Commerce has also made available assistance packages for visitors to Vinitaly, which include free entry to the show and a copy of the official catalogue, and is currently coordinating special initiatives, in collaboration with Veronafiere, such as Taste & Buy — an incentive program for selected Australian buyers, and an Australian wine tasting, which will be included in Vinitaly’s comprehensive official program.

For more information visit www.italcham.com.au.



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