The Daily spoke with Luigi Ferrelli, Director of the Italian Trade Agency (ITA) Office in Paris about Italy’s significant presence at the show this year

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Italy has stepped up its participation at Wine Paris & Vinexpo Paris 2024 with 1,200 m² devoted to the official pavilions and Italian exhibitors occupying a total surface area of 4,500 m².

Can you tell us about Italy’s strong presence at Wine Paris & Vinxpo Paris this year?
Italy, and specifically our agency, has had a historical participation at the show for several years, apart from the hiatus caused by Covid. This year Italy’s participation is even greater than in the past with 105 Italian wine producer exhibitors in the official Italian pavilions, as well as 12 Italian producers of spirits in the Be Spirits section, which is an absolute novelty.

Above all I’d like to point out that if we look at the overall Italian participation at Wine Paris & Vinexpo Paris, around 600 Italian producers are represented. Many who are exhibiting with us, but there is also a very large and growing number of Italian companies and producers who are taking part individually. And a number of them are taking part, for example through the Prosecco consortia, the Piedmont Wine consortia, the Campania region and the Sicily region. So Italian participation is remarkable this year, making it the leading exhibiting country at Wine Paris & Vinexpo Paris 2024, after France of course. It’s also important to note that, overall, all 20 Italian regions are represented by exhibitors at the show.

What can visitors expect from the Italian presence in the Be Spirits section?
We want to give a slightly less stereotyped image of Italian spirits, meaning that while we’ll certainly have the traditional spirits that Italy has been known for a very long time, such as amari or grappa, we’ll also have a few surprises, such as some Italian gins that will be showcased for the first time in France. At the same time, we would like to show how certain traditional Italian spirits, such as amari, can become an ingredient in cocktails that are designed for the occasion and will perhaps reach a younger public.

What were the trends for Italian wine exports in 2023, and how important is the French market?
Overall Italian exports should confirm in 2023 the result of 2022, which, it should be remembered, was a record year for Italian exports. As far as wine is concerned, the trend is more or less the same: we don’t yet have the final figures for December, but Italian exports should reach 7.5 billion euros. What’s interesting to note is that while Italian exports of wine are globally confirming their position relative to the previous year, exports to France are up by more than 10% to about 300 million euros. Exports of spirits to France are rising by 20% approximately. This means that the French market is becoming increasingly important for Italian producers.

The timeless union of Italian wine and cuisine

Italy has applied to have its cuisine recognised as UNESCO intangible cultural heritage, heralding a pivotal moment in the nation’s culinary history. This nomination intertwines Italy’s rich culinary tradition with its diverse vinicultural heritage, emphasising the symbiotic relationship between the two. For Luigi Ferrelli, if Italian cuisine is recognised, then Italian wines will be automatically be recognised as well: “When we talk about cuisine, we’re also talking about wine. So nominating Italian cuisine also means nominating great Italian wines as UNESCO intangible heritage.” With a decision expected by March 2025, this could significantly enhance the global appreciation and safeguarding of Italy’s unique culinary and wine-making traditions.

The distinctiveness of Italian wines, enriched by a vast array of native grape varieties and the varied terroirs from the Alps to the Mediterranean, underscores the nation’s vinicultural wealth. This diversity is a testament to Italy’s rich geographic and climatic tapestry, offering a distinct variety of wines.

Italy has an impressive presence at Wine Paris & Vinexpo Paris this year, and will also be participating in several important food trade shows in France namely Gourmet Selection, SIAL Paris, and for the first time this year, Le salon du fromage et des produits laitiers.

Photo: © ICE – Tommaso Bonaventura