A benchmark event for Danish wine professionals and wine lovers, the Barolo & Friends Event, organized by the Consortium I Vini del Piemonte, will take place on Wednesday, May 14th at the Royal Opera House, the prestigious Denmark’s national theater, one of the most modern opera houses in the world.

This initiative will be a crucial opportunity for wineries to seeking importers and for producers already imported in Denmark who wish 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 wine educator Thomas Ilkjær, head of the Vinakademiet sommelier school in Copenhagen and author of the most important guide to Italian wines in Northern Europe.

As with previous editions, this 16th edition will see the participation of producers from the main wine-growing areas of Piedmont, personally present to introduce their labels to operators and wine lovers, who have for years shown a deep knowledge and love for Piedmont, not only for its great wines but also as a favorite destination for their holidays.

PROGRAM:

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

• Seminar on the Danish wine market for participating producers
• Trade session
• First masterclass for the trade
• Second masterclass for the trade
• First wine-lovers session
• Second wine-lovers session

Why choose the Danish market?

The first quarter of 2024 was positive for Italian wine exports to Denmark with 49 million euros in imports and a 4.1% increase. Denmark is the only Scandinavian country without a monopoly, making market access easier. Danish consumers have high levels of quality wine consumption, which are constantly growing and backed by a high purchasing power. Italy is the leading country for wine sales in Denmark, both in volume and value, with a gap from the French that is constantly increasing, and Piedmont is confirmed among the top 3 most imported Italian wine regions. Although red wines continue to account for 85% of exports, the growing interest in white wines opens up new prospects, in the face of an increasingly prepared and attentive market, especially among young people.

Thomas Ilkjær, influential wine journalist, director of the Piedmont Wine School and our partner for many years, highlights:

• a boom in organic and natural wines and in unknown and native wines, alongside the consolidated demand for more classic varieties
• a significant increase in the number and competence of sommeliers. Denmark is the country of the most important wine lovers for Piedmont: they love excellence and Made in Italy, they are competent, curious and have a high spending power. For this reason, the private consumer public is as important as the trade. Danes love both wine – especially high-quality Piedmontese red wines – and tourism: Italy and Piedmont in particular are often favorite destinations for their holidays.