19 aprile 2027: La Royal Opera House apre le porte alla diciottesima edizione del più importante evento sul vino in Danimarca. Torna l’attesissimo Barolo & Friends!
The initiative will serve as a key promotional platform both for wineries seeking an importer and for producers already established in Denmark looking to expand their business and network.
In-depth masterclasses aimed at Danish trade professionals will take place throughout the event.
This 18th edition will once again feature producers from Piedmont’s premier wine-growing areas, attending in person to showcase their labels to operators and wine enthusiasts who have long demonstrated a deep appreciation for Piedmont—not only for its iconic wines, but also as a favored travel destination.
We are proud to renew our partnership with the Associazione Produttori del Nizza: during the event, Thomas Ilkjær will lead a dedicated masterclass exploring the nuances of Nizza DOCG, alongside a designated tasting counter featuring 30 labels in the walk-around area.
As customary, the event will be divided into three main sessions featuring the established “walk-around tasting” format: the first part of the day will be exclusively reserved for trade professionals, followed by two sessions open to ticket-holding wine lovers.
Morning (Trade & Private Sessions)
Afternoon & Evening (Wine Lovers Sessions)
Piedmont Blind Tasting Competition:
Scheduled during Barolo & Friends on April 19, 2027, the third edition of the blind tasting competition led by Thomas Ilkjær and WG23 has expanded its capacity following the overwhelming success of previous editions. This offers a high-impact, strategic opportunity for member wineries: a curated selection of Danish sommeliers, wine buyers, and journalists will blind-taste 6 Piedmontese wines via an interactive digital quiz—highlighting the pure expression of terroir and establishing a direct, privileged channel with key decision-makers across the Nordic restaurant scene.
Denmark is the only Scandinavian country without a state alcohol monopoly, allowing direct, streamlined market access.
Quality wine consumption among Danish consumers is exceptionally high, continually expanding, and backed by strong purchasing power.
Italy leads consumer preference in Denmark, ranking as the undisputed leader in volume consumption and among the very top in economic value; within this landscape, Piedmont stands out as a flagship region for prestige and brand loyalty.
While red wines continue to represent the largest export share, growing demand for whites and sparkling wines opens new opportunities in an increasingly educated market receptive to new offerings, particularly among younger demographics.
Denmark represents one of the most strategic communities of wine lovers for Piedmont: consumers value Italian excellence, possess solid wine knowledge, and have high disposable income. For this reason, the consumer audience is just as vital as the trade sector. Danish consumers are passionate about both world-class wine and travel to our UNESCO World Heritage hills.
