by InTrieste
The region of Friuli Venezia Giulia is set to showcase its wine making industry at Vinitaly, one of the world’s largest wine trade fairs, taking place in Verona from April 6 to 9. This year’s exhibition will feature a newly designed pavilion that aims to highlight the region’s viticultural traditions, biodiversity, and craft skills.
Located in Pavilion 6, the 1,500-square-meter space will host 80 producers, including six organic wineries in the newly introduced Bio Pavilion. The event, organized in collaboration with the Regional Agency for Rural Development (ERSA) and PromoTurismoFVG, is expected to attract industry professionals, buyers, and wine enthusiasts from around the world.
A Redesigned Space to Showcase Regional Identity
The Friuli Venezia Giulia pavilion has been reimagined with a focus on both aesthetics and functionality. Designed to reflect the region’s landscape and winemaking traditions, the exhibition space incorporates natural materials, noise-reducing elements, and digital displays. A central plaza will feature a suspended illuminated sign spelling out “Friuli Venezia Giulia,” reinforcing the region’s branding. The wine bar, crafted from reclaimed wood, will serve wines from across the region, while the tasting room will highlight the region’s design industry with a curated selection of locally produced chairs.
“The goal is to present Friuli Venezia Giulia not just as a wine-producing region, but as a place where craftsmanship, innovation, and tradition intersect,” said a spokesperson for PromoTurismoFVG.
A Series of Guided Tastings
The event will include 13 guided tastings led by industry experts, designed to showcase the region’s diverse wine offerings. Highlights include sessions on the white wines of the Karst region, vertical tastings of select Friuli Venezia Giulia vintages, and discussions on the future of wine tourism and sustainability in the industry.
Regional Collaboration and Promotion
ERSA and PromoTurismoFVG have worked together to organize this year’s participation, reflecting a broader strategy to integrate wine promotion with regional tourism efforts. ERSA has overseen the selection of participating wineries and financial support for exhibitors, while PromoTurismoFVG has managed the logistics of the pavilion and its promotional activities.
Beyond wine, the region’s food industry will also be represented, with products such as San Daniele ham and Montasio cheese available for tasting.
Sports and Cultural Partnerships
In an effort to expand its visibility beyond the wine industry, Friuli Venezia Giulia is incorporating sports and cultural elements into its Vinitaly presence. The pavilion will feature the UEFA Super Cup trophy, which will be on display as part of a promotional tour leading up to the match in August.
“By linking sports, tourism, and wine, we are creating new avenues for promoting the region internationally,” said a regional official.
Looking Ahead
With 80 participating wineries and thousands of bottles available for tasting, Friuli Venezia Giulia is positioning itself as a key player in Italy’s wine industry. The redesigned pavilion, combined with a comprehensive tasting program and strategic partnerships, reflects the region’s ongoing efforts to expand its presence in both domestic and international markets.
As Vinitaly opens its doors, Friuli Venezia Giulia aims to offer visitors not just a taste of its wines, but a deeper understanding of the culture and traditions that shape them.
