Vinitaly 2026 Makes a Bold Bet on Wine Tourism and Opens Its Doors to Alcohol-Free Wine

Vinitaly 2025 : 17 Must-See Masterclasses

Vinitaly 2026 Makes a Bold Bet on Wine Tourism and Opens Its Doors to Alcohol-Free Wine

The world’s most important wine fair arrives this year with innovations that go well beyond the usual tastings and exhibition stands. Vinitaly, holding its 2026 edition in Verona from 13 to 16 April, has redesigned part of its offering to reflect the two great changes transforming the sector on a global scale: the rise of wine tourism as a revenue stream for wineries, and the unstoppable growth of wines with low or zero alcohol content.

The main structural novelty is the creation of Vinitaly Tourism as a standalone section within the event. Until now, wine tourism appeared as a transversal element across various areas of the fair, but this year it acquires its own identity, with a dedicated space, conferences, case studies and tools to help wineries build a profitable tourism offer. This is no arbitrary decision: the first global wine tourism report published recently indicates that this activity already accounts for around a quarter of total winery revenues in the most advanced countries in this field.

Equally striking is the opening of a one-thousand-square-metre space devoted entirely to spirits, distillates and beverages with low or no alcohol content. The NoLo world — an acronym for No Alcohol and Low Alcohol — has moved in just a few years from being a curiosity for teetotallers and expectant mothers to one of the fastest-growing segments across the entire drinks industry. Vinitaly thus acknowledges that the future of the sector does not rest solely on traditional wine, and that wineries wishing to remain relevant must diversify their catalogue towards consumers seeking wine experiences without the effects of alcohol.

Another strong commitment of this edition is the presence of Raw Wine, regarded as the world’s largest network of natural, organic and biodynamic wines. Its integration into the Vinitaly programme is a significant gesture: barely a decade ago, natural wines were viewed with scepticism by much of the conventional industry. Today they are one of the most talked-about topics on social media, one of the fastest-growing segments among young urban consumers, and a first-rate tourism asset for small wineries that could hardly compete in scale with the grandes maisons but most certainly can in authenticity and storytelling.

Finally, Vinitaly and the City will take the festivities outside the exhibition grounds on 11 and 12 April, with open tastings, activities and entertainment throughout Verona’s historic centre. A format that each year draws thousands of visitors who combine the wine experience with cultural tourism, turning the city of Romeo and Juliet into the world’s wine capital for an entire week.

Sobrelías Redacción

Sobrelías Redacción