Sweden is an extremely important market for the Piedmontese wine export. For years, in fact, Italy has been steadily in first place in consumption and Piedmont is at the very first places, alongside Tuscany. Systembolaget, the state monopoly, manages about 60% of the volumes, while the rest of the market is made up by the sales of the Ho.Re.Ca sector and the tax free one, managed by importers who, together with the many wine clubs have a strong influence on the consumers’ tastes and on the monopoly choices.

Also for 2020 the consortium of promotion I Vini del Piemonte, which has been present on this market for many years, has scheduled several initiatives in the main cities: on 1 and 2 febbraio in Gӧteborg and Tuesday 3^rd March in Stockholm, where the Barolo & Friends Event came back for the third year in a row.

The event took place at Operaterrassen, at the second floor of the palace which hosts the Opera Hall, with great panoramic windows offering an incredible view on Royal Palace and Riksdag, the Swedish Parliament. The event was conceived with a walk around tasting, with a trade session reserved for carefully selected professionals and the representatives of Systembolaget, the State Monopoly. This session has been followed by a session dedicated to selected members of wine clubs, during which a stay in the Langhe for two people has been awarded. For both sessions there was also an in-depth master class.

PROGRAM:

• 11.00-12.00 >> Master class reserved for trade operators: “Piedmont classics and unexpected gems”, led by Sandro Minella
• 12.00-17.00 >> Walk around tasting reserved for trade operators and Systembolaget representatives
• 17.00-18.00 >> Master class addressed to wine club members: “Piedmont indigenous grapes”, led by Sandro Minella
• 18.00-20.00 >> Walk around tasting addressed to wine club members