On Monday, January 11th, 2027, the elegant Austrian capital will host the fourth edition of Vienna’s premier Piedmont wine event.
Monday, January 11th, 2027, I Vini del Piemonte announces the return of Barolo & Friends to Vienna, now in its fourth edition.
Following the success of previous editions—particularly the 2026 edition, which sold out among participating wineries—we are ready to replicate the experience and further strengthen the ties between Piedmont’s wine excellence and the dynamic Austrian market.
The event will be held at the prestigious Hotel Regina in Vienna and will maintain the proven format that has successfully created valuable business opportunities for Piedmontese wineries in the Austrian wine sector. The event is designed both for wineries seeking importers and for those already established in the market, offering a unique platform to connect with local industry professionals: importers, restaurateurs, sommeliers, journalists, and wine enthusiasts.
Producers’ seminar led by Christian Bauer and Managing Director Giulia Novajra
Trade Masterclass for industry professionals
Walk-around tasting reserved for trade operators
Walk-around tasting for a selected audience of wine lovers
The Austrian wine market continues to be mature and sophisticated, with growing appreciation for wine even among younger generations. Italian wines remain leaders in the Ho.Re.Ca. channel, and as Austria imports more wine than it produces, it offers ongoing opportunities for international trade.
Piedmontese wines, led by Barolo and Barbaresco, enjoy strong popularity, with Austrian consumers showing increasing interest in other regional denominations such as Dolcetto, Barbera, and Grignolino. Interest in quality white wines with denomination also remains strong.
