The consortium I Vini del Piemonte, which has been active in the Swedish wine market for many years, will organize the seventh edition of the Barolo & Friends Event in Stockholm on Monday, February 17th, 2025.
The event will be feature in a walk-around tasting, with a trade session reserved for selected professionals and representatives of the state monopoly Systembolaget, followed by a session dedicated to selected wine club members and Swedish wine lovers. Two in-depth masterclasses are also on the program.
PROGRAM
- Seminar for producers on the Italian wine market in Sweden
- Two Masterclass for trade operators
- Walk-around tasting for the trade
- Walk-around tasting for a select audience of wine lovers
Why Sweden?
- Italy is the leading wine-producing country in the Swedish market, especially when it comes to red wines. Italy has a very strong market position and manages to maintain its position in various price ranges.
- Therefore, Italy is known both for full-bodied red wines that offer excellent value for money, and for the quality of all its great denominations.
- The growth rate of Italian wines in Sweden over the past 5 years remains positive at 2-3%, but it is still news, especially considering the trend in volumes, which, like many other markets, is negative.
- Italy is doing better in 2023, with a +1% increase to 173 million. 60% of the volume is managed by Systembolaget, the state monopoly; the rest of the market consists of sales in the HoReCa channel and tax-free sales, managed by importers who, together with numerous wine clubs, exert a strong influence on public tastes and the monopoly’s choices.
