The Italian presence at Wine Vision by Open Balkan 2025 is strengthened with “Area Italia,” the exhibition space curated by Vinitaly and ITA – Italian Trade Agency at the Belgrade event, scheduled from November 22 to 25. For the third time, the collective showcases Italian wine at the main event in Southeast Europe. There are 66 companies present, representing 13 regions. This number confirms the cohesion of the Italian wine system in a market—that of the Balkans and Central-Eastern Europe—which is bucking global trends. Over the last five years, wine imports in the area have exceeded 660 million euros, recording a 50% increase between 2019 and 2024.
WINE VISION BY OPEN BALKAN: ITALY IN FORCE IN BELGRADE
According to Veronafiere’s General Director, Adolfo Rebughini, the Italian participation in Belgrade is “a natural continuation of the path of openness and dialogue that Vinitaly pursues worldwide.” Rebughini emphasized that the goal is “to be alongside Italian producers, helping them meet vibrant markets that are curious and increasingly receptive to the quality of Italian wine.”
The executive also highlighted the vitality of the Balkan and Central-Eastern European area, where interest is growing in Italian wine culture and in the ability of territories to “tell unique stories through the glass.” The choice of the collective showcase is oriented toward “broad and diversified” representation, with masterclasses designed to showcase the identity of Italy’s winemaking heritage.
MASTERCLASSES AND TASTINGS
The program includes six guided tastings led by the president of the Serbian Sommelier Association (SERSA), Dejan Živkoski. It begins Saturday, November 22 at 1 PM, in “Area Italia,” with a focus on “bold and powerful” red wines. Sunday, November 23, at the same time, features indigenous whites with “Our heritage indigenous whites.” Monday, November 24 (1 PM) returns to reds, with the exploration “The soul of two lands” between Valpolicella and Puglia. The final day, Tuesday, November 25 (1 PM), is dedicated to sparkling wines with “Conquering the world: Italian bubbles.”
Two sessions are curated by Friuli-Venezia Giulia: “A terroir you can taste” (November 23, 3 PM) and “A region in motion” (November 24, 3 PM). Among the most represented regions are Veneto and Friuli-Venezia Giulia, followed by Piedmont and Tuscany.
EXPORT: BALKANS AND CENTRAL-EASTERN EUROPE AMONG THE MOST DYNAMIC MARKETS
Data from the Uiv-Vinitaly Observatory shows how the Central-Eastern Europe and Balkans aggregate (Austria, Slovakia, Croatia, Serbia, Bulgaria, Slovenia, Bosnia-Herzegovina, Hungary, Albania, Montenegro, North Macedonia) is today one of the most dynamic areas for Italian wine. Between 2019 and 2024, growth was 52%, with a value share exceeding one-third of the overall market. Italy is the leading supplier in seven of the eleven countries analyzed: Albania (66%), Austria (44%), Croatia (24%), Montenegro (26%), Slovakia (27%), Slovenia and Hungary (29%).
In the first half of the year, Italy exported to the area 44.5 million liters worth 131 million euros (-2.5%). Bulgaria, Croatia, Hungary, Montenegro, Slovenia, and Bosnia-Herzegovina showed positive results. Austria, Slovakia, Albania, Serbia, and North Macedonia declined. The most exported category is bottled still and semi-sparkling wines, with 53% of the share, followed by sparkling wines (37%) and bulk wine (10%).
Wine Vision by Open Balkan 2025: Vinitaly Toasts Made in Italy Excellence.
