Undisputed reference for Danish sector professionals and wine lovers, the Barolo & Friends Event, organized by the promotion consortium I Vini del Piemonte, is scheduled for Friday, June 8 at the Børsen, seventeenth-century palace and historical headquarters of the Stock Exchange, among the best known and prestigious buildings of the Danish capital.

For this fourteenth edition, the participation of more than 30 wine producers from the main wine-growing areas of Piedmont is expected. Producers will personally attend to present their labels to operators and wine lovers, who, for years, have shown knowledge and deep love for Piedmont, not only for its great wines but also as their favorite holiday destination.

Why choose the Danish market?

• Denmark is the only Scandinavian country that does not have a monopoly, making it easier to access the market.
• The Danish consumption of quality wine is high and continuously growing, also thanks to high purchasing power
• It represents a highly strategic destination for Piedmontese wine: Italy is the first country for the sale of wines both in volumes and in value, with a gap from the French producers that is constantly increasing; furthermore, Piedmont is confirmed among the 3 most important Italian regions for exports.
• Although red wines continue to occupy 85% of exports, the growing interest in whitesopens new perspectives in the face of an increasingly prepared and attentive market, especially among young people.
• Thomas Ilkjaer, influential wine journalist, director of the Piedmont Wine School, and our partner for many years, highlights:
  • a boom in organic and natural winesand unknown and indigenous wines, together with the consolidated demand for the most classic varieties
  • significant increase in the number and competence of sommeliers.

For Piedmont, Denmark is the country of the most important wine lovers: they love excellence and made in Italy, they are competent, curious and have a high spending capacity. That is why the public of private consumers, in our opinion, is as important as trade. Danes love both wine – especially quality Piedmontese red wines – and tourism: Italy and Piedmont in particular are often their favorite holiday destinations.