Piedmont Wines Return to the Netherlands with Barolo&Friends Utrecht 2025

Following the resounding success of previous editions, I Vini del Piemonte is thrilled to announce the inaugural Barolo&Friends Utrecht event on Monday, October 20, 2025. Utrecht, a prominent food and wine hub in the Netherlands, is renowned for its picturesque canals and vibrant gastronomic scene, making it the perfect backdrop for this celebration of Piedmontese wines.

The Netherlands represents a burgeoning and highly receptive market, demonstrating an increasing appreciation for quality. While the prestigious Piedmontese denominations have long been favored, there’s a growing interest in lesser-known denominations and indigenous grape varieties, reflecting a broader trend towards premium products and a strong emphasis on sustainability.

Despite the market’s price sensitivity, our esteemed Ambassador, Fred Nijhuis, encourages Piedmontese wineries to focus on cultivating relationships with importers and partners who truly understand the value and uniqueness of our wines and terroirs. The demand for premium wines is on the rise, projected to expand from 12% to 16% of total wine sales in the Netherlands by 2026, further eroding the market share of more economical options.

This initiative is designed to cater to both wineries seeking importers and those already established in the market, aiming to enhance their presence in this strategic European hub.

Program Highlights (Subject to Finalization):

• Seminar for producers on the Dutch market
• Exclusive walk-around tasting for trade professionals (importers, HORECA, sommeliers, distributors, press)
• Trade-focused masterclass (first session)
• Trade-focused masterclass (second session)
• Walk-around tasting for a curated selection of wine enthusiasts

Why the Netherlands?

• The Netherlands ranks as the 14th largest wine-consuming country globally, with Italy being a leading supplier. Additionally, the Netherlands holds the 6th position among the world’s wine-importing nations.
• Piedmont maintains a strong foothold in Dutch wine imports, with a consistent upward trend in recent years, reflecting the enduring appeal of our region’s quality wines.
• In 2023, Piedmont exported 5% of its designated red wine production to the Netherlands, highlighting the region’s significant presence in the market.