Wednesday 30 October 2024, I Vini del Piemonte, after the great success of the past editions, will return to Oslo (Norway) with the 8th edition of the Barolo & Friends Event. This initiative is designed both for those looking for importers and for those who, already imported, want to get promoted more and more effectively on this strategic European market.

 Norway has an extraordinary importance for Italian producers, and for Piedmont in particular, with a flourishing market and a trend that rewards fine wines, beside registering a growing interest in lighter and more territorial red wines. Italy remains in first place, for the export of wines to Norway, in terms of quantity, and is second only to France, in terms of value. In view of this strategic importance, our consortium has decided to schedule the 8th edition of Barolo & Friends with the aim of bringing back to the country the major event dedicated to Piedmontese wines.

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

PROGRAM

• 12:00 PM Producers’ arrival at the venue.
• 12:15-12:45 PM Welcome to the producers by Lars G. Rein-Hlliesen and Giulia Novajra
• 12:00-13:00 PM Masterclass exclusively for professionals dedicated to Alta Langa, led by Francesco Marzola.
• 13:00-16:30 PM Walk-around tasting reserved for professionals: traders, Ho.Re.Ca, importers, monopoly representatives, sommeliers and specialized journalists.
• 14:00-15:00 PM Masterclass exclusively for professionals dedicated to producers of the Consorzio I Vini del Piemonte, led by Francesco Marzola.
• 16:45-20:00 PM Final walk-around open to a highly selected audience of wine lovers.

MARKET HIGHLIGHTS AND WINE TRENDS IN NORWAY

• Within the complex Norwegian system there are 330 shops owned by the Monopoly, with 18 of them specialized in fine wines. It is possible to reach these shops with tenders through which the presence on the shelves is awarded.
• More than 500 importers represent the only category that can import wine into the country as well as keep a warehouse, since the Monopoly does not own any. Therefore, importers have increased their strategic importance more than ever.
• Importers are also the only ones to have web-shops. You can buy wine online, and this is definitely the channel with more choice with a range of about 26,000 alcoholic products, against only 2,000 available on store shelves.
• Restaurants only buy from importers. Almost all importers work with Monopoly, few work only with Ho.Re.Ca.
• 58% of the market is covered by red wines. Within the segment, there is an important change in consumer tastes: less alcohol, less sugar and maturation; a point of advantage for red wines from Piedmont.
• A trend towards white and light wines is increasing in southern Norway and is slowly spreading to the North and rural regions. There is also a growing trend for rosé and lighter red wines. These wines are all more flexible and can be tasted in a wider range of contexts.

• Norway remains a country that is attentive to environmental sustainability both in terms of production, but also in terms of packaging.