The consortium I Vini del Piemonte, which has been active in the Swedish wine market for many years, will organize the seventh edition of the Barolo & Friends Event in Stockholm on Monday, February 17th, 2025.

The event will be feature in 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 wine club members and Swedish wine lovers. Two in-depth masterclasses are also on the program.

This year, I Vini del Piemonte will host an event with the association of Verduno Pelaverga DOC producers, “Verdunoéuno,” who will be present with a tasting counter featuring their 16 associated producers.

PROGRAM

• 09:45 AM: Producers arrive at the location
• 10:00 AM – 10:30 AM: Seminar for producers on the Swedish market
• 11:00 AM – 12:00 PM: First Masterclass reserved for the trade, led by Ulrika Ferlin
• 12:00 PM – 5:00 PM: Walk Around Tasting reserved for the trade, monopoly members, hospitality industry, sector professionals, media, and press.
• 1:00 PM – 2:00 PM: Second Masterclass reserved for the trade, led by Ulrika Ferlin
• 5:00 PM – 5:30 PM: Break
• 5:30 PM – 7:30 PM: Walk Around Tasting open to a select group of wine loversi

In order to promote the Piedmont tourist offer, a presentation by Visit Piemonte will also be held during the event, which will offer a tasting of wines and typical products of the region aimed at Swedish journalists and tour operators, in collaboration with ¹ the Piedmontese ATL (Local Tourist Boards)

 Why Sweden?

• Italy is the leading wine-producing country in the Swedish market, especially when it comes to red wines. Italy has a very strong market position and manages to maintain its position in various price ranges.
• Therefore, Italy is known both for full-bodied red wines that offer excellent value for money, and for the quality of all its great denominations.
• The growth rate of Italian wines in Sweden over the past 5 years remains positive at 2-3%, but it is still news, especially considering the trend in volumes, which, like many other markets, is negative.
• Italy is doing better in 2023, with a +1% increase to 173 million. 60% of the volume is managed by Systembolaget, the state monopoly; the rest of the market consists of sales in the HoReCa channel and tax-free sales, managed by importers who, together with numerous wine clubs, exert a strong influence on public tastes and the monopoly’s choices.