IN BREVE
- Sicily participated in Wine Paris 2026 with 41 wineries, an increase from 25 in 2025.
- Regional Councilor Luca Sammartino emphasized the importance of the Sicilian presence for positioning in foreign markets.
- Requests for participation doubled, but not all companies found space, leading to a request for expansion for 2027.
- Wine Paris confirms its role as a promotion platform for Sicilian wine in synergy with Enit and the Federation of Wine Roads.
- Dialogue with young people and a focus on ethics and sustainability are among the priorities to strengthen the Sicilian wine image.
Sicilian wine concludes Wine Paris 2026 with 41 wineries present in the space organized by Irvo and the Sicilian Region. The Paris edition, which ended on Thursday, February 11, marks a sharp increase compared to 2025, when there were 25 companies. This figure already opens up the discussion regarding space for 2027.
The Regional Councilor for Agriculture, Luca Sammartino, provided the final assessment: “Sicily has conquered Wine Paris 2026. With pride and determination, our wineries have brought to the heart of Europe not only wines of extraordinary quality, but the very soul of an Island that lives on culture, history, and passion. Our pavilion was a symbol: alive, pulsing, crowded with meetings, handshakes, and emotions. A place where Sicilian wine identity was celebrated in its most authentic, innovative, and international form.”
INTERNATIONAL PROMOTION STRATEGIES
According to the Councilor, the presence in Paris strengthens the positioning of Sicilian wine in foreign markets. “We look to the future with determination,” Sammartino continued, “we will continue to invest in international promotion, wine tourism, training, and innovation. Our hope is that Wine Paris 2026 is just one stage of a broader and more lasting journey: a path in which Sicilian wine becomes more and more an ambassador for our land and our excellence.”
During the event, wine was presented as a tool for relationships between businesses, buyers, and international stakeholders. The collective participation highlighted a shared strategy among producers, with the aim of strengthening a unified image of Sicilian viticulture, despite the diversity of the territories.
MORE SPACE FOR SICILY IN 2027
The growth in applications created an organizational challenge. Requests for participation increased, but not all interested companies were able to find space.
“Requests have doubled,” explained Irvo Commissioner Giusy Mistretta, “but for reasons of space, it was not possible to bring all the companies that would have liked to be present. For this very reason, we have already started a dialogue with the fair organizers to acquire new spaces dedicated to Sicily in the next edition, so as to respond to the growing interest of our wineries.”
The plan is to expand the exhibition area dedicated to Sicily in the next edition, with the goal of consolidating the regional presence in one of Europe’s main trade fair events.
YOUTH, SUSTAINABILITY, AND IDENTITY
For Sicily, Wine Paris confirms itself as a platform for promoting the supply chain, also thanks to the synergy with Enit and the Federation of Wine Roads. In addition to the meetings at the fair, several off-site events took place.
From the discussions between companies, the need emerged to strengthen dialogue with young people, use simpler language, enhance territorial specificities, and integrate identity and marketing. Among the priorities indicated: greater attention to ethics, accessibility, and sustainability, without losing the link with the Island’s production history.
The numerical growth of the wineries present and the dialogue initiated to expand the spaces indicate a medium-term strategy. The goal: to consolidate the position of Sicilian wine in international markets, starting with the major European trade fairs.
