An undisputed reference point for Danish professionals and wine lovers, the Barolo & Friends Event, organized by the promotion consortium I Vini del Piemonte, is scheduled for Wednesday 15 May 2024 at The Royal Opera House in Copenhagen, the national opera house of Denmark, among the most modern opera houses in the world.

The initiative will be a very important opportunity to promote both companies looking for importers and producers who, already present in Denmark, want to increase their business by expanding their network of contacts.

During the event, two in-depth masterclasses will be held for Danish professionals. Both will be led by the wine educator Thomas Ilkjær, head of the Vinakademiet sommelier school in Copenhagen and author of the most important guide to Italian wines in Northern European countries.

Also for this fifteenth edition, the participation of producers from the main wine-growing areas of Piedmont is expected. They will attend to present their labels to operators and wine lovers, who, for years, have proved to know and love Piedmont, not only for its great wines but also as a destination for their holidays.

PROGRAMME:

As usual, the event will be divided into three sessions, with the “walk around tasting” formula: the first reserved for operators in the sector and the other two open to the paying public:

• seminar on the wine market in Denmark addressed to the attending producers
• trade session
• first masterclass aimed at the trade
• second masterclass aimed at the trade
• first session for the wine lovers
• second session for the wine lovers

Why choosing the Danish market?

• Denmark is the only one among the Scandinavian countries that does not have a monopoly and this makes easier to access its market.
• The Danish public’s consumption of quality wine is high, constantly growing and boasts high purchasing power.
• Italy is the first country for the sale of wines in Denmark, both in volume and value, with a constantly increasing gap from the French. Piedmont is also confirmed among the 3 most imported Italian regions.

• Although red wines continue to make up 85% of exports, the growing interest in whites opens up new prospects, in the face of an increasingly prepared and attentive market for new products, especially among young people.
• Thomas Ilkjær, influential wine journalist, director of the Piemonte Wine School and our partner for many years highlights:
  • a boom in organic and natural wines and unknown and native wines, together with the consolidated demand for the most traditional varieties

• significant increase in the number and competence of sommeliers.

• Denmark is for Piedmont the country of the most important wine-lovers: they love excellence and the Made in Italy, they are competent, curious and boast a high spending capacity. This is why private consumers are as important as trade. Danes love both wine – in particular quality Piedmontese red wines – and tourism very much: Italy and Piedmont in particular are often their favorite destinations for the holidays.