by InTrieste
At this year’s Vinitaly, one of the world’s largest wine exhibitions, the region of Friuli Venezia Giulia is presenting an expanded and more cohesive vision of its wine industry — one that places equal emphasis on territory, culture and human craft skills.
From April 12 to 15, the region will occupy a 1,500-square-meter مساحة in Pavilion 6, featuring 80 producers within the official regional collective. For the 58th edition of the fair, organizers have broadened the scope of participation: an additional 31 wineries exhibiting independently will adopt the same visual identity, while the organic wine section — now hosting seven producers — will mirror the design of the main pavilion for the first time.
The initiative reflects a broader strategy to position Friuli Venezia Giulia not only as a producer of high-quality wines, but as a unified “wine system,” where agriculture, tourism and cultural identity intersect.
The regional stand, first introduced last year, returns with its concept centered on “connections of excellence,” linking wine to the landscape and traditions that shape it. Built with sustainable materials and contributions from local artisans, the space has been designed to be modular and adaptable for international fairs. The project, developed by the Udine-based studio Visual Display, received a Red Dot Award in 2025 for communication design.
Visitors enter through a central piazza-like space that opens onto an enoteca showcasing nearly 1,400 labels from 122 wineries. Elsewhere, a tasting room with 25 seats will host a series of guided events, while individual exhibition areas are arranged to evoke the geometry of vineyard rows.
The regional participation is coordinated by ERSA and PromoTurismoFVG, whose collaboration has intensified over the past year. ERSA oversees the selection of participating producers and provides financial support, while PromoTurismoFVG manages the exhibition space, programming and broader promotional activities.
That partnership has already accompanied the region to major international fairs earlier this year, including events in Paris and Düsseldorf, where producers reported strong interest from buyers across Europe and the United States. After Vinitaly, the next stop will be the London Wine Fair in May.
Programming in Verona will include 15 masterclasses and presentations, led by international wine experts, alongside themed tastings that highlight both established denominations and lesser-known indigenous varieties. A reception for buyers and journalists is also planned, underscoring the region’s focus on strengthening commercial relationships.
In total, more than 5,700 bottles will be poured within the collective stand alone. Beyond Pavilion 6, an additional 55 Friuli Venezia Giulia producers will exhibit independently, bringing the region’s presence at Vinitaly to well over 140 wineries.
Food plays a supporting role in the presentation. Alongside the wines, visitors will be able to sample local specialties, including products from the Consorzio del Prosciutto di San Daniele and the Consorzio Tutela del Formaggio Montasio, as well as alpine cheeses selected through a regional competition.
The emphasis, however, remains on storytelling — a deliberate effort to present Friuli Venezia Giulia as a compact yet diverse wine territory, where Alpine and Adriatic influences converge. For regional officials and producers alike, Vinitaly is less a showcase of individual labels than a platform to communicate a shared identity.
