Following the success of previous editions, on Monday, August 31st, 2026, I Vini del Piemonte returns to Norway with the 10th edition of the Barolo & Friends Event in Oslo.
This initiative is designed both for wineries seeking an importer and for those already represented in the market who wish to further strengthen their visibility and promotion in this strategic European marketplace.
Norway plays a strategic role for Italian wine producers, particularly those from Piedmont. The market is thriving and shows strong demand for fine wines, alongside a growing interest in lighter, more terroir-driven red wines. Italy ranks first in Norway for wine export volumes and second only to France in value. Given this strategic importance, our consortium has scheduled the 10th edition of the Barolo & Friends Event, the leading event dedicated to Piedmont wines in Norway.
The in-depth masterclasses for trade professionals will be led by award-winning sommelier Francesco Marzola (16th Best Sommelier of the World 2023, Best Sommelier of Norway 2020, Best Sommelier of the Nordics 2018, Advanced Sommelier – Court of Master Sommeliers).
PROGRAM (to be finalized)
Producers’ arrival at the venue
Welcome address by Lars G. Rein-Hlliesen and Managing Director Giulia Novajra
First Masterclass dedicated to trade professionals, featuring I Vini del Piemonte producers, led by Nordic Champion Sommelier Francesco Marzola
Walk-around tasting open exclusively to industry professionals, horeca operators, press, monopoly representatives, importers, and media
Second Masterclass for trade professionals led by Francesco Marzola
4:00–4:30 PM: room reset break
Walk-around tasting reserved for a selected audience of wine lovers
MARKET INSIGHTS & WINE TRENDS IN NORWAY
Norway is one of the six main global export markets for Piedmont DOP red wines. Being present in this market means strengthening ties with consumers who already recognize Piedmont as Italy’s leading region for high-quality red wines.
More than 500 importers are the only entities authorized to import wine into the country and manage storage, as the state monopoly does not hold inventory. Their role is therefore highly strategic.
Importers are also the only operators allowed to run web shops. Online sales offer the widest selection, with approximately 26,000 alcoholic products available compared to only 2,000 on store shelves.
Premium wines represent 43% of all wine sold in Norway, with prices above 128 NOK (approximately €11) per bottle. This share is expected to grow to 45% by 2028, driven by increased consumer purchasing power.
Restaurants purchase exclusively from importers. Almost all importers work with the state monopoly, while only a few operate solely within the Ho.Re.Ca. channel.
Red wines dominate the market with a 58% share. Within this segment, consumer preferences are shifting toward wines with lower alcohol, less sugar, and lighter maturation — a favorable trend for medium-bodied Piedmont red wines.
In southern Norway, there is a growing trend toward white and lighter wines, gradually spreading to the north and rural areas. Rosé and lighter red wines are also gaining popularity.
Norway confirms its strong commitment to environmental sustainability, both in production practices and packaging choices.
