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  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.

Guests of this edition will be the Nizza DOCG Producers Association with a dedicated tasting corner and the Nebbioli dell’Alto Piemonte Protection Consortium with a masterclass aimed at the trade.

PROGRAM:

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

• 9:45 AM: producers arrive at the location
• 10:00 AM: seminar on the Danish market reserved for producers, led by Luca Cavinato and Giulia Novajra
• 10:00 AM – 11:00 AM: Master Class for the trade dedicated to the producers of the I Vini del Piemonte consortium entitled “Piedmont: a wine region of diversity” led by Thomas Ilkjær
• 11:30 AM – 1:30 PM: Piedmont Blind Tasting Competition curated by Thomas Ilkjær
• 11:30 AM – 3:00 PM: walk around tasting reserved for industry professionals, ho.re.ca, media and press
• 2:00 PM – 3:00 PM: Master Class for the trade dedicated to the producers of the Nebbioli dell’Alto Piemonte protection consortium entitled “Exploring Alto Piemonte” led by Thomas Ilkjær
• Lunch break
• 4:00 PM – 6:00 PM: first session dedicated to Wine lovers
• 6:30 PM – 8:30 PM: second session dedicated to Wine lovers”

This year, the 16th edition of Barolo&Friends will bring an exciting new feature: the inaugural “Piemonte Blind Tasting Competition.” Thirty professionals will compete in a blind tasting of 7 wines, with quizzes on grape varieties, appellations, vintages, and aging techniques. This new format will reward the professionals with the highest knowledge of the Piedmont region and its wines. The event, in collaboration with Thomas Ilkjaer and WG23, will use the same digital scoring system as the Danish Blind Tasting Championship.

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.