First edition of Barolo & Friends in Canada: a promotional day in Vancouver in collaboration with Decanter journalist Michaela Morris to maximize the visibility of Piedmontese wines in the crucial Canadian market.
The excellence of Piedmontese wine is preparing for a new adventure: we are excited to announce the imminent first edition of Barolo & Friends in Canada, British Columbia in Vancouver on May 14th,2026. The recent collapse of American wine exports to Canada due to new tariffs is creating a space of opportunity for Italian wines. Furthermore, there is a growing market interest in indigenous varieties, authentic, lighter, often less-known wines, capable of telling a story—an aspect in which Piedmont boasts an undeniable advantage.
This initiative is aimed at a maximum of 30 producers from across Piedmont and is intended to strengthen your presence by intercepting the growing interest of the Canadian market for Piedmontese denominations. We are pleased to continue in the path of the great promotional work carried out by the Consorzio di Tutela Barolo Barbaresco Alba Langhe e Dogliani: the event will be held two days after the major BBWO (Barolo Barbaresco World Opening) Tasting event in Toronto with the aim of facilitating the participation of companies already in the country.
The final location will be communicated shortly, but the format and program have already been defined to offer maximum value in terms of professional meetings and visibility.
PROGRAM
The event is structured to offer Canadian trade operators a deep immersion into the richness and diversity of our region.
A huge opportunity is opening up for Italy, and more generally for European countries, in this market. While Italian wines are already well-represented in premium channels (particularly Barolo), there is still significant room for growth for small and medium-sized producers, especially those who can offer good value-for-money and tell the story of their territory.
