The Consortium I Vini del Piemonte, which has been working on the Swedish market for years, organises the sixth edition of the Barolo & Friends Event in Stockholm on Monday 19th February 2024.

The event will be held at the Operaterrassen, a location that offers a magnificent view of the Royal Palace and the Riksdag, the Swedish Parliament, and will be divided into 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 members of Swedish wine clubs and wine lovers. Two in-depth masterclasses are also scheduled.

In order to promote the Piedmontese tourist offer, during the event, there will also be a presentation led by Visit Piemonte, which will propose a tasting of wines and typical products of the region aimed at Swedish journalists and tour operators, in collaboration with some Piedmontese ATL (Local Trade Agency) .
The Barolo & Friends Event is also an extraordinary showcase to promote the agri-food resources of the Piedmont Region, therefore the event will set up a food area dedicated to Piedmontese excellence by CEIP –
International Centre for the Internationalization of Piedmont – that, in collaboration with Italian Trade Connection, has scheduled a series of BtoB meetings involving agri-food companies and a group of Swedish operators.

PROGRAMME

• 11.00-12.00: First Masterclass for trade operators held by Ulrika Ferlin 
• 12.00-17.00: Walkaround tasting for trade operators.
• 14.00-15.00: Second Masterclass for trade operators held by Ulrika Ferlin  
• 18.00-20.00: Walkaround tasting for wine lovers.

Why Sweden?

• In the last year there has been a steady increase in the value of wine imports, going from 640.6 million euros in 2016 to 776.8 million euros in 2022.
• Italy is at the top of the list of the main suppliers of wine to Sweden, both in terms of value and volume, with 170.4 million euros and 394 million litres in 2022 and a share of 21.9% and 19% of the total.
• 60% of the volumes are managed by Systembolaget, the state monopoly; the rest of the market is made up of sales on the Ho.Re.Ca. channel and the tax-free channel, managed by importers who, together with the numerous wine clubs, exert a strong influence on the tastes of the public and on the monopoly choices.

Will you join Barolo & Friends? Don’t miss the event with the Wine Club Munskänkarna on February 18, 2024!

On the occasion of the Barolo&Friends Event, we renew our collaboration with the prestigious wine club Munskänkarna, one of the most important in the country with 30,000 members and over 170 locations in Sweden and abroad, with an event entirely dedicated to its members.