by InTrieste
The wine sector of Friuli Venezia Giulia will make a coordinated appearance at four major international trade fairs in 2026, continuing a strategy introduced last year that links wine promotion with broader territorial branding. The region will be represented at Wine Paris in February, ProWein in Düsseldorf in March, Vinitaly in April and, for the first time in several years, the London Wine Fair in May.
Altogether, roughly 150 wineries are expected to take part across the four events, showcasing the diversity of a region known for both indigenous and international grape varieties. The initiative is supported by Ersa, the regional agency for rural development, which oversees the selection of participating wineries and wines, and PromoTurismoFVG, the regional tourism board, responsible for logistics, events and visitor engagement.
At each fair, wine promotion will be accompanied by informational material and staff dedicated to tourism, reflecting an effort to position Friuli Venezia Giulia not only as a wine-producing area but also as a cultural and travel destination.
Paris Opens the Tour
The first stop will be Wine Paris & Vinexpo Paris, held from Feb. 9 to 11 at Paris Expo Porte de Versailles. Thirty wineries from Friuli Venezia Giulia will present their wines to an international audience of buyers and professionals, particularly from Northern Europe, North America and Asia.
Each producer will be given a dedicated meeting space, while a central tasting area, staffed by professional sommeliers, will offer an overview of the region’s production. The stand will also host an opening event for industry professionals on Feb. 9.
ProWein in Düsseldorf
In March, 20 Friuli Venezia Giulia wineries will travel to ProWein in Düsseldorf, one of the world’s most influential wine trade fairs. The region’s presence will focus on export markets, with tastings guided by sommeliers and meetings aimed at importers and distributors, particularly in Northern and Central Europe.
Vinitaly Remains Central
Vinitaly, scheduled for April 12 to 15 in Verona, will remain the cornerstone of the region’s trade fair calendar. Friuli Venezia Giulia will occupy more than 1,500 square meters and host 80 wineries within the official regional collective, matching last year’s participation.
A notable development for 2026 is the extension of the region’s shared visual identity to an additional group of wineries exhibiting independently, reflecting a broader effort to present a unified image. The regional space will include tasting areas, meeting rooms and a program of masterclasses. Seven organic producers will also participate in Vinitaly’s dedicated organic pavilion, coordinated by the same regional bodies.
A Return to London
The London Wine Fair, held May 18 to 20 at Olympia London, marks Friuli Venezia Giulia’s return to the British trade show after a prolonged absence. Eight wineries will exhibit within the Italian Pavilion, and a guided tasting for trade professionals is scheduled for the opening day.
The fair, now in its 44th edition, is widely regarded as the United Kingdom’s leading business-to-business event for the wine sector, attracting importers, retailers and hospitality professionals seeking new products for the British market.
A Consistent Visual Identity
Across all four fairs, Friuli Venezia Giulia will present itself under a single stand concept, designed to be modular and reusable in different international settings. The structure, created with sustainable materials and local craftsmanship, was awarded the Red Dot Award for Brands and Communication Design in 2025.
Regional officials describe the approach as an attempt to reflect the complexity of Friuli Venezia Giulia — a border region shaped by multiple cultures and landscapes — while offering international buyers a clearer, more coherent point of entry into its wine production.
