Following the success of past editions, on Tuesday, August 26, 2025, I Vini del Piemonte returns to Norway with the 9th edition of the Barolo & Friends Event in Oslo. This initiative is designed for both those seeking importers and those already imported who wish to promote themselves more effectively in this strategic European market.

Norway holds strategic importance for Italian wine producers, particularly those from Piedmont, with a thriving market and a trend that favors fine wines, in addition to a growing interest in lighter and terroir-driven red wines. Italy remains the top exporter of wines to Norway in terms of quantity and is second only to France in terms of value. Given this strategic importance, our consortium has decided to schedule the 9th edition of the Barolo & Friends Event: the premier event for Piedmontese wines in Norway!

In-depth masterclasses aimed at the trade will be conducted by the award-winning sommelier Francesco Marzola (16th Best Sommelier of the World 2023, Best Sommelier of Norway 2020, Best Sommelier of the Nordics 2018, Advanced Sommelier – Court of Master Sommeliers).

PROGRAM (to be defined):

• Arrival of producers and welcome reception.
• Briefing on the Norwegian market.
• 1 or 2 masterclasses reserved for the trade.
• Walk-around tasting reserved for importers, HoReCa professionals, monopoly members, and industry press and media.
• Walk-around tasting reserved for a select audience of wine lovers.

MARKET NOTES AND WINE TRENDS IN NORWAY:

• Within the complex Norwegian system, there are 330 stores owned by the Monopoly, of which 18 specialize in fine wines, accessible through tenders that secure shelf placement.
• The over 500 importers are the only entities allowed to import wine into the country and maintain inventory, as the Monopoly does not possess any, thus highlighting their strategic importance. Importers are also the only ones with web-shops.
• Online, it is possible to purchase wine, and it is by far the channel with the most extensive selection, offering a range of approximately 26,000 alcoholic products, compared to only 2,000 available on store shelves. 43% of the wine sold in Norway falls within the premium segment, with prices exceeding 128 NOK (approximately 11 euros) per bottle. This percentage is expected to increase to 45% by 2028, driven by the increased spending power of Norwegian consumers. Restaurants purchase exclusively from importers.
• Most importers work with the Monopoly, while a few work solely with HoReCa. Red wines dominate the market with 58%. Within this segment, there is a significant shift in consumer tastes: less alcohol, less sugar, and less maturation; a point of advantage for medium-bodied Piedmontese red wines.
• In southern Norway, a trend towards white and lighter wines is emerging and slowly spreading to the north and rural regions. There is also a growing trend for rosé and lighter red wines. Norway reaffirms its commitment to environmental sustainability, both in terms of production and packaging.