The promotional consortium returns to the Netherlands to present Piedmont wines to trade professionals and a selected audience of Dutch wine lovers.
On Monday, October 19th, 2026, after the great success of the previous edition, I Vini del Piemonte returns to the Netherlands with the 2nd edition of Barolo & Friends Utrecht, an important gastronomic hub of the country, renowned for its charming canals and rich food & wine offerings.
After five editions held in the capital, we are returning with great enthusiasm to Utrecht — a city that is not only highly touristic but also strategically positioned. This choice reflects our aim to focus on an area less saturated with wine events while still being easily accessible from across the country.
The Netherlands represents a growing and highly receptive market, with increasing attention to quality. While Dutch consumers have always appreciated the great Piedmontese denominations, there is now growing interest in lesser-known denominations and indigenous grape varieties, a general trend toward premium products, and strong attention to sustainability.
Although the market remains price-sensitive, our Ambassador Fred Nijhuis advises Piedmontese wineries to focus increasingly on finding importers and partners capable of understanding the value and uniqueness of our wines and territories.
The demand for premium wines is growing and is expected to continue capturing market share from lower-priced options, rising from 12% to 16% of total wine sales in the Netherlands by 2026.
This initiative is designed both for wineries seeking an importer and for those already represented in the market who wish to further enhance their promotion in this strategic European hub.
Producers’ arrival
Market presentation with Fred Nijhuis and Ghislaine Melman
1st trade masterclass led by Fred Nijhuis
Walk-around tasting for trade operators
2nd masterclass led by Fred Nijhuis
Session for selected wine lovers in collaboration with WineLife Magazine
The Netherlands ranks 14th in the world for total wine consumption, with Italy among its main suppliers. It is also the 6th largest wine-importing country globally.
Piedmont remains one of the main Italian regions with a strong presence in Dutch imports. In recent years, Italian wine imports to the Netherlands have shown an upward trend, reflecting the ongoing interest of consumers in high-quality wines from our region.
