From September 2025 to February 2026: six months of strategic presence in Sweden dedicated to trade, press, professionals, and members of Wine Clubs.
I Vini del Piemonte is consolidating its presence in Sweden by renewing its program with the 4° edition of the cycle of continuous promotion activities on this strategic market, which will involve over 150 operators and wineclub members in various cities.
The new cycle is structured into three initiatives reserved for wineries already present on the Swedish market. The mission is to support producers in their positioning efforts, presenting the best of the Piedmontese wine scene to an exceptional audience composed of trade professionals, the Ho.Re.Ca. sector, and members of the main national Wine Clubs.
Following the success of previous editions, the Consortium is renewing its historic collaboration with The Wine Hub and The Wine Club Munskänkarna again this year, through promotional activities and events in Sweden.
A new feature this year is the partnership with the prestigious Vinkällan Dryckesutbildningar, the main sommelier training school in the Nordic countries.
The official schedule of initiatives producers can take part in:
Ho.Re.Ca. tasting with The Wine Hub
Two important masterclasses dedicated to the promotion of Piedmontese wines towards the Ho.Re.Ca sector. An important opportunity to create new connections and consolidate market presence. Ulrika Ferlin will be the speaker of these masterclasses, and she will be responsible for guiding the professionals present to discover the uniqueness of Piedmontese denominations.
Masterclass Series with The Wine Club Munskänkarna
An initiative aimed at reaching members of one of the most important and active wine clubs in Sweden. Direct promotion aimed at wine club members through 2 dedicated masterclasses led by Markus Nillson.
Dates in definition: between November 2026 and January 2027 in Stockholm.
Vinkällan Dryckesutbildningar: a new Masterclass dedicated to Swedish sommelier
November 5th 2026 – Stockholm
Leader since 1998 in sommelier training in the Nordic countries. Through hybrid courses (presence and digital), masterclasses and international certifications, it prepares the best professionals for the Ho.Re.Ca. sector in Sweden and Denmark (through the Vinakademiet hub). A strategic point of reference, led by experienced teachers, to intercept and train future restaurant sommeliers.
To participate in these ongoing promotion activities in Sweden, you have the opportunity to join in a modular way, with the freedom to choose the initiatives that best align with your goals and needs.
However, for companies aiming for maximum visibility and wishing to showcase their wines in all their planned initiatives, we have developed a complete and advantageous package.
The Speakers of the masterclasses of this 4° edition:
Journalist , Author and Communicator
Anders is one of the most respected personalities in the wine world in Sweden. A journalist for the Svenska Dagbladet (one of the leading national newspapers) and author of several best-selling books on wine, Anders combines extremely high expertise with an engaging and accessible communication style, highly appreciated by both insiders and enthusiasts.
A profound expert on our country’s winemaking landscape, he is a certified Italian Wine Scholar and regularly holds classes on Italian wine at the prestigious Vinkällan school. His synergy with the great Italian classics saw him recently co-host, together with Jeff Porter, the exclusive workshop on Chianti Classico held last month in Stockholm.
DipWSET, WSET Educator, Consultant, Importer and Sommelier
Having fallen madly in love with Italian food and wine culture, Ulrika Ferlin moved to Alba in 2014, making it her second home when she’s not traveling to Sweden. With a solid background in the high-end restaurant industry in Stockholm, she graduated as a sommelier in 2013, the year in which she also won the prestigious title of best female sommelier in Sweden (Lily Bollinger Award).
Today Ulrika makes its experience available to Italian producers and Swedish importers as a wine consultant. She is, furthermore:
WSET Certified Educator (teaches for levels 1, 2 and 3);
Langhe Wines Ambassador ;
Contributor and author for Livets Goda, one of Sweden’s leading wine magazines.
Thanks to its deep knowledge of Piedmont and its close ties to local wineries, Ulrika is the ideal point of reference for organizing masterclasses dedicated to Scandinavian trade. Ulrika has also recently started its own import after years of cooperation with various importers.
Certified Sommelier and Delegate Munskänkarna Kungsholmen
Certified Sommelier, Markus Nilsson is the Delegate of the Kungsholmen chapter of Munskänkarna, the largest wine club in the country. In this role, it stands out for organizing tastings and exclusive events that are unmissable for all wine lovers.
In addition to his work as moderator for the Wine With Us platform, Markus has a close and fruitful collaboration with the I Vini del Piemonte consortium, for which he organizes events in Sweden involving Munskänkarna members. Its organizational experience makes it a perfect bridge between Italian producers and Scandinavian wine lovers.
