On Monday, October 19th, 2026, after a two-year absence, I Vini del Piemonte returns to the strategic hub of Antwerp with Barolo & Friends, an event dedicated to the Belgian market.
On October 19th, 2026, the promotional consortium I Vini del Piemonte will return to the magnificent city of Antwerp for the third edition of the Barolo & Friends Event Antwerp.
The event will take place in this charming city in the heart of the prosperous Flanders region, closely connected to the Netherlands, a key hub of the Belgian economy and an area of great interest for high-quality food and wine. The day will feature a walk-around tasting and two in-depth masterclasses, reserved exclusively for trade professionals.
The event will welcome over 100 selected trade operators, including importers seeking new producers, Ho.Re.Ca. representatives, restaurateurs, journalists, sommeliers, and other industry professionals. The initiative is therefore open both to wineries looking for an importer in Belgium and to those already represented in the market who wish to further strengthen their promotion among key sector operators.
Belgium and the Netherlands aren’t just end-consumer markets; they are also crucial logistical hubs for re-exporting wine (especially in a post-Brexit landscape).
Belgium itself acts as a major hub: despite producing barely 2 million liters of wine, it currently ranks as the world’s 12th largest wine exporter by value.
Currently, the Belgian market is seeing solid growth in imported volumes (+8.8%), alongside a slight dip in overall value (-0.3%). This clearly shows that while the average consumer is buying more bottles, they are also leaning toward entry-level wines for everyday drinking.
The sparkling wine segment (which, for Piedmont, mostly means Asti) is feeling this downward pressure a bit. However, the occasions for drinking bubbly are actually expanding-moving beyond the classic aperitif to more casual, relaxing evening moments.
Despite the softening of the mass market, the premium segment is holding strong. Flanders, in particular, stands out as the absolute most receptive and fertile ground for high-end Piedmontese wines, with consumers really paying attention to the stories and identities behind the labels.
For Barolo and Barbaresco, Belgium isn’t about moving massive volumes; rather, it’s a highly stable, strategic stronghold. Buyers choose these labels with great intention, and they maintain a very solid presence in specialized wine shops and fine dining (premium Ho.Re.Ca.).
