IN BREVE
- Vinitaly 2026 is raising concerns among wine professionals, primarily regarding the matchmaking system and contact management.
- Buyers report hundreds of standardized requests, which are ineffective and generate spam.
- There is a call for better preparation before making contact; generic emails are increasingly ignored.
- Companies face rising costs and pressure from funded buyers who change the event’s dynamics.
- The current Vinitaly model needs a revision to improve the quality and selection of contacts.
With just a few days to go until Vinitaly 2026, scheduled to take place at Verona Fiere from April 12 to 16, widespread concerns are emerging among wine industry professionals. Buyers, export managers, and sales reps are reporting critical issues, particularly related to the matchmaking system and the management of contacts between companies and buyers. The theme is recurring: too many standardized requests. Poor selection. Uncertain results.
VINITALY MATCHMAKING: BETWEEN SPAM AND SATURATED AGENDAS
Several professionals report receiving hundreds of meeting requests, often identical. “I received over a hundred copy-and-paste requests, with no reference to my work or my portfolio,” notes one international buyer. The problem is not just quantitative, but qualitative.
The system, designed to facilitate supply and demand, is perceived as ineffective. “It presents itself as matchmaking, but in fact, it generates institutionalized spam,” is one of the sharpest assessments.
In many cases, agendas end up full of unsolicited meetings, preventing the organization of targeted appointments with truly interesting producers. “When I looked for specific companies, I had no more slots available,” reports one operator.
PRELIMINARY RESEARCH AND TARGETED CONTACTS: THE DIFFERENCE
From the sales side, a clear demand emerges: better preparation before contact. “The preliminary research is fundamental: who they are, what they buy, how they distribute. Only then does it make sense to write,” emphasizes an export manager.
Generic emails are increasingly ignored. Instead, buyers reward those who demonstrate concrete knowledge of their counterpart. “I will visit those who have looked at my site, those who have understood what I’m looking for,” summarizes one professional. The issue is central. In a context saturated with requests, selection depends on the quality of the approach.
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RISING COSTS AND PRESSURE ON COMPANIES
The critical issues don’t just affect buyers. Companies also highlight difficulties related to costs and return on investment. “Wineries are spending more and more to participate and try to maximize contacts, often using the wrong approach,” observes one operator.
In recent years, according to some professionals, the presence of funded buyers—partly with public resources—has changed the dynamics of Vinitaly. This has increased pressure on companies, pushed to contact as many people as possible. “There’s a kind of performance anxiety that leads to writing to anyone,” is the summary.
PLATFORM UNDER FIRE: OUTDATED DATA AND MISALIGNMENTS
Another issue concerns the reliability of the official platform. Some operators report the presence of outdated names or buyers not present at the fair. “There are profiles that appear active but haven’t participated for years,” it is reported. This element further reduces the system’s effectiveness and generates frustration among users.
BETWEEN CRITICISM AND EXPECTATIONS FOR VINITALY 2026
The observations converge on one point: the current model needs a revision. More selection, better profiling, and truly intelligent tools are the main demands.
In an increasingly competitive international context, with Prowein downsized and Wine Paris soaring, Vinitaly remains a central event for Italian wine. But to maintain its role, it will have to meet the needs of a sector that demands less quantity and more quality in its contacts.
