Highlights of Vinitaly 2024

97,000 Wine Industry Visitors Attend the 56th Edition

The overview of the Vinitaly 2024, which concluded on April 17th in Verona, reaffirmed the determination of the ‘Italian System’ to uphold the highest and most intrinsic values that this sector represents for the entire Italian agri-food industry. The event reported  a staggering 97,000 visitors reported.

© Vinitaly Press Kit

Vinitaly 2024 and its ancillary event “Vinitaly and the City” showcased:

  • 97,000 visitors.
  • Over 30,000 foreign operators present (31% of the total) from 140 countries.
  • “Vinitaly and the City” recorded over 50,000 tastings, a notable 11% increase.
  • More than 4,000 exhibiting wineries.
  • Regarding foreign presence at Vinitaly 2024, the United States maintained the lead with a contingent of 3,700 operators present at the fair, marking an 8% increase from 2023. They were followed by Germany, the UK, China, and Canada, all showing a 6% increase. Japanese buyers also saw a notable increase of 15%.

Key Themes of Vinitaly Included:

Decrease in Consumption:

Since 2019, the decline in wine consumption has reached 8%. There is a global trend of decreasing consumption, particularly emphasizing what is considered “healthy,” extending beyond beverages to daily food consumption. Red wines are particularly affected, with still wines experiencing volumes down by -3.6% (with reds at -4.9%) over the past year alone, marking the 11th consecutive quarter with negative figures. While there is a desire for better quality wines, the trend currently favors whites and sparkling wines.


The theme of sustainability resonates strongly across all generations. Producers at Vinitaly confirmed that being “organic” or offering “natural” wines are fundamental aspects for their customers. The public seeks greater transparency, wanting a product in their glass that offers easy traceability and instills a sense of quality assurance. Additionally, many Italian producers are embracing screw caps, acknowledging their convenience and advantages for preserving certain types of wine.

organic wine : hands holding grapes

No and Low Alcohol Wines:

A trend already established in foreign markets for some years but gaining traction in Italy in recent months. The public’s search for alternative, healthier beverages is now a well-established fact, with no and low alcohol wines emerging as a possible response to this demand. This has sparked a debate, often purely semantic, on how to label these new products.


Mixology rightfully claims its place among the trends of Vinitaly 2024, with a dedicated section to the world of cocktails. Masterclasses conducted by renowned bartenders provided an overview of this trend that captivates today’s youth. Wineries are venturing into cocktails created with their wines, diversifying their offerings and reaching new markets.

Positive Energy:

Vinitaly 2024 was exhilarating and rich in intriguing insights for enthusiasts and professionals alike. There was an electric atmosphere, full of positive energy, a desire to communicate, and great hopes for the wine industry. In conclusion,

Vinitaly 2024 provided a platform to explore emerging trends and reaffirm the industry’s commitment to excellence. See you from 6-9, April 2025!

Vinitaly 2024 aerial
© Vinitaly Press Kit
Patrizia Vigolo

Wine Editor

Ciao a tutti! My name is Patrizia and I live in Vicenza located in the beautiful Veneto region. I am an AIS sommelier and WSET 3 certified. I have more than 10 years’ experience in the wine industry as sales director for several Italian wineries. Outside of work, I love to visit wineries, read, cook, travel, and spend time with my family. I love wine for many different reasons. One of the main reasons is that wine makes people meet and share experiences.: A glass of wine with friends, family or colleagues can make your day. In a glass of wine there is a story: the story of a family, tradition, and territory. I think a glass of wine can be an endless story to discover. You will never, and I say never, find two wines similar. I love to think that for every single situation, there is the right wine. Follow me if you want to learn more about Italian wines and tips about the amazing wine world. Cin Cin!

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