Author: Area 39

From May 26 to 28, 2026, the 25th edition of Vinexpo Asia, the leading trade fair dedicated to the wine and spirits industry in the Asian continent, took place in Hong Kong. On this occasion, Area 39 organized a group participation featuring 16 Italian companies, occupying a total exhibition area of 140 square meters and providing participating businesses with an important international platform to promote their products.

The 2026 edition recorded particularly significant figures, welcoming 14,273 industry professionals from 76 markets and 38 wine-producing countries, up from 59 markets and 35 countries represented in the 2024 edition. These numbers confirm Asia’s strategic role in the global wine industry and the continued interest of international producers in the region, despite current global economic and trade uncertainties.

Among the most notable aspects of the event was the expansion of international participation, with nine wine-producing countries attending for the first time: Austria, Belgium, Georgia, Greece, Hungary, Moldova, Slovakia, Tunisia, and Uruguay. Alongside the traditional leaders of the global wine market—Italy, France, Germany, Australia, New Zealand, Spain, Portugal, and the United States—a growing presence of emerging producers was observed, eager to seize the opportunities offered by a region characterized by evolving demand, increasingly focused on premium products and new consumption experiences.

Vinexpo Asia’s importance as a commercial platform for the entire region was also reflected in the origin of its visitors: approximately 75% of attendees came from Mainland China, Hong Kong, Taiwan, Macau, Japan, South Korea, and the major Southeast Asian markets, including Singapore, Thailand, and Vietnam. In particular, the growing participation of operators from Southeast Asia reflects the region’s rising purchasing power and its increasing influence on global beverage consumption trends.

Participation in the exhibition enabled the companies involved to develop new business opportunities, strengthen relationships with international importers and distributors, and reinforce their positioning in one of the most dynamic and promising markets for the global wine industry.

Area 39 would like to thank all the companies that participated in the collective exhibition: Bosco Viticultori, Bisol1542 Prosecco Superiore, Cantine Ceci,
Cantine Paradiso, Cantine Riunite, Cantine Vedova, Casa Vinicola Poletti, Fantinel, Ferrari, Bisol, Gruppo Italiano Vini, Mazzei, Montelvini, Panizzi, Ponte, Rive della Chiesa, Terre Cevico e Zonin.

From May 11 to 14, Area 39 organized a press tour on behalf of the Consorzio Vini Terre di Pisa, with the aim of strengthening its brand awareness in Northern European markets through the promotion of the Pisa area and its outstanding wine heritage.

Four Food & Wine journalists from Germany and Sweden took part in the initiative.

During the four-day immersive tour, the journalists had the opportunity to gain first-hand knowledge of the Consortium’s 14 member wineries through an average of four visits per day. The program focused on discovering the Terre di Pisa DOC through a variety of tasting experiences, enhanced by the pairing of local wines with regional gastronomy.


Throughout the visits, producers personally introduced their wines to the journalists through guided tastings, direct discussions, and in-depth insights into production techniques and the distinctive characteristics of their labels. The wineries also hosted lunches and dinners on their estates, offering the journalists an authentic experience of local cuisine paired with wines from the area. This represented a valuable opportunity to showcase not only the region’s winemaking excellence, but also the culture, identity, and hospitality that define the Terre di Pisa territory.

The wineries participating in the initiative were: Badia di Morrona, Beconcini, Castelvecchio, Fattoria di Fibbiano, Marina Romin, Podere Borgaruccio, Podere La Chiesa, Podere Pellicciano, Spazzavento, Tenute di Ghizzano, Uccelliera, Vallorsi, Varramista, and Villa Saletta.

The organization of this type of activity continues to prove highly strategic in promoting emerging wine regions and their products in international markets, fostering direct connections between local producers and foreign journalists.

From April 29 to 30, 2026, Area 39 managed the participation of the Distretto BioVenezia at Vinexpo America, held at the Miami Beach Convention Center in Miami.

Now in its second edition in Miami, Vinexpo America aims to establish itself as one of the leading trade fairs in the United States for the wine and spirits industry. The event provides an important showcase for promoting Italian products to specialized importers and distributors in one of the key markets for Italian wine, serving as a strategic gateway to Florida and the Central American region.

The BioVenezia District participated with a 24 sqm collective stand, showcasing a coordinated selection of organic wineries from the Veneto region, with the goal of creating new export opportunities in international markets.

The companies taking part in the initiative were: Le Carline, Savian Biowinemaker, Azienda Vinicola Anna Spinato, Tenuta Planitia – Villa Bogdano 1880, Azienda Agricola Dissegna, Azienda Agricola La Baratta, and La Cappuccina.

Area 39 supported the BioVenezia District throughout every stage of the project, coordinating the entire organizational process and providing comprehensive operational assistance. Specifically, Area 39 was responsible for:

  • Organizational and administrative coordination
  • Stand design, setup, and customization
  • On-site operational assistance
  • Coordination with the exhibition organizer and local suppliers
  • Planning and management of wine and promotional material shipments

A comprehensive 360-degree service designed to enhance the identity of the District and its member companies, within a strategic environment for meeting buyers and strengthening professional networking opportunities.

From April 16th to 19th, Area 39 organized an incoming activity dedicated to the Consorzio Vini Terre di Pisa, with the aim of strengthening the international visibility of the territory and its outstanding wine production.

The initiative involved four wine professionals from Germany, Sweden, and Denmark.

Participants were invited to enjoy an immersive experience in the heart of the Pisan area. Over the course of four days, guests had the opportunity to explore the territory firsthand, meet local producers, and gain deeper insight into the identity of the wineries belonging to the Consortium. The rich and dynamic program featured 14 member wineries, with an average of four visits per day to vineyards and cellars.

Each appointment included guided tastings, direct exchanges with producers, and in-depth discussions on production techniques and wine characteristics. Special attention was also given to the food and wine experience: lunches and dinners were hosted within the wineries themselves, offering participants an authentic taste of local cuisine expertly paired with wines from the area. This represented a valuable opportunity to showcase not only the products, but also the culture and hospitality that distinguish the territory.

The wineries participating in the initiative were: Badia di Morrona, Beconcini, Castelvecchio, Fattoria di Fibbiano, Marina Romin, Podere Borgaruccio, Podere La Chiesa, Podere Pellicciano, Spazzavento, Tenute di Ghizzano, Uccelliera, Vallorsi, Varramista, and Villa Saletta.

The incoming initiative once again proved to be a strategic activity for promoting the territory on international markets, creating direct connections between local producers and foreign operators.

On March 25th and 27th, the prestigious settings of Signorvino in Milan and Rome hosted two exclusive events dedicated to the Consorzio Vini Terre di Pisa, curated and organized by Area 39.

The program of both days was designed to offer a complete immersive experience:

Masterclass: A technical in-depth session reserved for the press and wine journalists. Guided by Riccardo Gabriele, participants explored the distinctive features of the production area and the different stylistic expressions of the producers, with a special focus on vintages and the unique identity of each winery involved.

Walk-around Tasting: An informal and dynamic moment that allowed wine enthusiasts to connect directly with the producers. During the tasting, a selection of labels from the Consorzio Terre di Pisa was presented alongside a refined finger food menu created by Signorvino, carefully designed to enhance the wines being tasted.

These two events confirmed the strong public interest in boutique wine productions capable of telling authentic stories of territory and high quality. A sensory journey that further strengthened the positioning of Terre di Pisa within the landscape of Italy’s great wines.

From March 15 to 17, 2026, the 32nd edition of ProWein, one of the leading international trade fairs dedicated to the wine and spirits industry, took place in Düsseldorf.

Area 39 participated with a collective group composed of 13 companies and one private Consortium, setting up a total of 220 sqm of exhibition space. Participation in the fair provided an important opportunity to promote the involved companies and strengthen their positioning in international markets.

ProWein 2026 offered an up-to-date overview of the global wine market, highlighting the key trends currently reshaping the sector. In particular, export, innovation, and the adaptation of business models emerged as central factors.

Among the main innovations of the 2026 edition was a more compact and efficient format, designed to encourage targeted meetings between wineries, buyers, and importers. Special attention was given to strategic topics for the future of the wine industry, including sustainability, low-alcohol wines and adaptation to climate change.

These trends reflect the evolving needs of both the market and consumers worldwide.

Key figures from ProWein Düsseldorf 2026:

  • – 3,400 exhibitors from all over the world
  • – 31,000 trade visitors from 105 countries
  • – More than 72,000 B2B meetings facilitated through matchmaking programs

On the evening of Monday, March 16, Area 39 organized an exclusive party for exhibitors from the Italian Pavilion, featuring a selection of Italian finger food accompanied by a DJ set. The event created an informal networking opportunity, encouraging conviviality and dialogue among industry professionals.

Area 39 would like to thank all the companies that participated in the collective exhibition: Cantina Produttori Cormons, Casale del Giglio, Cantine di Negrar, Marilisa Allegrini, Leone Alato, Gruppo Italiano Vini, Bosco Malera, Zenato, Collis Heritage, Viticoltori Ponte, Famiglia Cecchi, Torrevento, Cantine di Negrar

From March 10 to 13, 2026, Area 39 participated in Foodex Japan, held at Tokyo Big Sight, managing the participation of the BioVenezia District at the exhibition.

The companies from the District taking part in the event were La Baratta, Savian Vini, Dissegna, Le Carline e La Cappuccina.

As one of the largest Asian trade fairs dedicated to the food & beverage sector, the event once again confirmed its strategic role for Italian companies aiming to enter key international markets.

Foodex Japan offers valuable networking opportunities and B2B meetings, enabling companies to develop new partnerships and expand their international presence. Area 39’s participation alongside the District helped promote the agri-food excellence of the territory and strengthen the positioning of the participating companies within the Japanese market.

With more than 72,000 trade professionals and nearly 3,000 companies from over 70 countries, Foodex continues to be a strategic event for food industry businesses focused on export development and international growth.

On Monday, February 9, 2026, at the end of the first day of Wine Paris, Area 39 organized the second edition of its now traditional Opening Party, celebrating the beginning of the wine fair in Paris.

The event was conceived as an opportunity to enjoy a convivial and entertaining evening in the heart of the exhibition, together with exhibitors participating in Area 39 collective stands, their guests, and representatives of the other companies present in the Italian Pavilion.

During the evening, Area 39 guests had the opportunity to enjoy a selection of wines and cocktails accompanied by delicious Italian finger food, while a DJ set helped create a lively and festive atmosphere.

The Wine Paris 2026 Opening Party was organized by Area 39 with the support of partners Fieramente, Il Ginus – Tuscany Dry Gin, Vermouth di Torino e Parmigiano Reggiano, all of whom contributed to the experience by making their outstanding products available to the event’s guests.

Area 39 took part in the seventh edition of Wine Paris, held from 9 to 11 February 2026 at Paris Expo Porte de Versailles, setting up a 1,500-square-metre space in the Italian pavilion. The space was divided into four collective or thematic areas dedicated respectively to independent companies, Protection Consortia, the Consorzio Italia del Vino, and the Enoteca Regionale Emilia-Romagna, for a total of over 160 participating companies.

The event confirmed its position as one of the leading international appointments for the wine and spirits sector, recording 63,541 trade visitors from 169 countries and 6,537 exhibitors from 63 nations. With more than 25,000 pre-arranged B2B meetings and over 112,000 professionals involved over the three days of the fair, Wine Paris further strengthened its strategic role in the European and global landscape.

Area 39 would like to thank the more than 160 companies that chose to take part in the collective project, contributing together to the promotion of the excellence of Made in Italy in a high-profile international context.

No. 4 exhibition areas structured as follows:

AREA 39:

Total area of 525 sqm, divided into two islands of 262.5 sqm each.

42 private companies from different regions of Italy, plus 2 Protection Consortia:

Coppo, Novaripa, Corvezzo, Barollo, Venti Venti, La Cantina Pizzolato, Tenute del Cerro, Cantine d’Isera, Val d’Oca, Villa Russiz, Astoria, Vinicola Decordi, Sutto Wine, Bersano, Fantinel – La Roncaia, Jorche, Campagnola, Famiglia Cecchi, Casale del Giglio, Cantine Francesco Minini, Marilisa Allegrini, Sorelle Bronca, Cormons, Vinicola Tombacco, Le Colture, Revi Spumanti, Viticoltori Ponte, Terre Carsiche, San Felice, Montelvini, Fabulas, Stefano Farina Wines, Berlucchi, Leone Alato, Tenimenti Civa, Schenk, Giodo, Vedova, Cantine di Negrar, Sapaio, Cantina Fontezoppa, Prosit Group, Vignaioli delle Marche, Consorzio Tutela Vini Montecucco e Bio Distretto-BioVenezia

CONSORZI DI TUTELA:
Total area of 380 sqm, divided into two islands of 203 sqm e 181 sqm


7 Consortia: Consorzio Vino Nobile di Montepulciano, Consorzio Vernaccia di San Gimignano, Consorzio IGT Vino Toscana, Consorzio Terre di Pisa, Consorzio Vini Venezia, Consorzio del Bolgheri e Bolgheri Sassicaia e Consorzio Vini Maremma DOC

CONSORZIO ITALIA DEL VINO
Total area of 294 sqm, divided into two islands of 147 sqm each.
13 members of Consorzio Italia del Vino: Angelini Wines & Estates, Banfi, Collis Heritage, Di Majo Norante, Ferrari – Bisol, Gruppo Italiano Vini, Le Monde, Cantine Lunae Bosoni, Marchesi di Barolo, Nosio spa (Coop. Mezzacorona), Oniwines, Torrevento e Zonin

ENOTECA REGIONALE EMILIA ROMAGNA

Total area of 185 sqm.

20 private wineries and the Consortium Vini Romagna: Cantine Ceci, Cantine Riunite, 4 Valli, Faled Distillerie, Poletti,Gualtieri, Morini, Settecani, Pezzuoli, Chiarli e Opera 02

During the 2025, Area 39 managed the coordination of the collateral activities for the European project D’Opera – Quality Heritage of Europe, a campaign celebrating two protected designations of origin: Valpolicella DOC and DOCG wines and Parmigiano Reggiano PDO cheese. The D’Opera project is promoted by the Consorzio per la Tutela dei Vini Valpolicella and the Consorzio del Parmigiano Reggiano. The program included stops in Düsseldorf, Rome, Milan, and Paris.

On the occasion of ProWein Düsseldorf 2025 (16–18 March 2025), the project welcomed more than 150 selected professionals.

The program featured:

  • ● two trade fair workshops led by sommelier Claudia Stern, focused on pairing different Valpolicella labels with two aging varieties of Parmigiano Reggiano;;
  • ● an exclusive Fuorisalone event at Hotel Schnellenburg, organized as a walk-around tasting, where guests had the opportunity to taste a selection of wines from the Valpolicella Consortium paired with 24-month-aged Parmigiano Reggiano.

These two events confirmed the strong interest of the German market in the excellence of Made in Italy products, with over 150 selected professionals taking part in the activities.

The event program: Rome, Milan, and Paris

On 20 October 2025 in Rome, at the Signorvino store in Piazza Barberini, two educational workshops and a walk-around tasting took place.

During the day, two workshops were held by food and wine critic Antonio Paolini together with expert taster Alessandro Stocchi from the Parmigiano Reggiano Consortium, involving a total of 25 participants including specialized press representatives and industry professionals.

The sessions addressed strategic topics for the wine and food sector, including the impact of climate change on production techniques — particularly on the evolution of the appassimento process — as well as changes in consumer behavior and public preferences in the wine market and in food pairings.

Starting at 6:30 PM, the walk-around tasting welcomed more than 100 qualified contacts among trade operators and industry journalists, offering an informal moment of tasting and networking between producers and food & wine professionals.

The initiative confirmed the effectiveness of the event’s digital promotion strategy, based on the direct distribution of invitations and dedicated communications via email to a targeted mailing list of industry operators and journalists. This activity achieved open rates exceeding 81%, a particularly significant result when compared to the average performance of email campaigns in the events sector, highlighting a high level of interest and engagement from the target audience.

In Milan, on 22 October 2025, at the Signorvino Wine Room in Via Dante, the project brought together around 40 professionals including press representatives and opinion leaders from the sector.

The sessions, moderated by Alessandro Torcoli, editor of Civiltà del Bere, explored the evolution of the appassimento technique and the versatility of Valpolicella DOC and Valpolicella Superiore wines.

The storytelling experience was enhanced by pairings with Parmigiano Reggiano aged up to 90 months, curated by Alessandro Stocchi, highlighting the complementarity between these two outstanding Italian excellences.

The tour further strengthened the project’s presence in France with an event held at Signorvino Paris on 29 October 2025.

Under the guidance of wine critic Gabrielle Vizzavona and Fabrice Gour, consultant specialized in the development of the French market for the Parmigiano Reggiano Consortium, two educational masterclasses led participants through a tasting journey featuring different Valpolicella wines paired with four aging stages of Parmigiano Reggiano (24, 48, 60, and 90 months).

The event concluded with a walk-around tasting involving journalists, local trade operators, and wine lovers, who had the opportunity to deepen their knowledge of the Consortium’s labels paired with 24-month Parmigiano Reggiano, receiving extremely positive feedback regarding both the quality of the selection and the overall experience.

The added value of Area 39

Area 39 ensured integrated operational management, coordinating every phase of the project: from defining the strategy and coordinating activities across different markets, to selecting venues and managing the organizational secretariat. It also oversaw the technical direction of the content, the engagement of high-profile speakers, as well as the final reporting and analysis of the results achieved.

A comprehensive approach that transformed each stop into a coherent, authoritative, and measurable experience.

Looking ahead

The continuation of the project in 2026–2027 represents an important step toward further strengthening the international positioning of the two denominations and enhancing dialogue with European trade professionals, media, and opinion leaders.

Area 39 will continue to provide its strategic and operational expertise to develop increasingly effective formats capable of generating added value for both the Consortia and the territories they represent.