April 22, 2026: The Royal Opera House opens its doors to the seventeenth edition of the most important wine event in Denmark. The highly anticipated Barolo & Friends returns!
An undisputed reference point for Danish wine professionals and wine lovers, the Barolo & Friends Event, organized by the I Vini del Piemonte promotional consortium, is scheduled for April 22, 2026, at the Royal Opera House (Operaen), Denmark’s national theater and one of the most modern opera houses in the world.
The initiative represents an outstanding promotional opportunity both for wineries seeking importers and for producers already present in Denmark who wish to expand their business and broaden their network of contacts.
During the event, two in-depth masterclasses dedicated to Danish professionals will be held. Both will be conducted by wine educator Thomas Ilkjær, head of the sommelier school Vinakademiet in Copenhagen and author of the most important guide to Italian wines in Northern Europe.
For this seventeenth edition, producers from the main wine-growing areas of Piedmont will once again attend in person to showcase their labels to operators and wine lovers who, for years, have demonstrated a deep knowledge and appreciation of Piedmont—not only for its great wines, but also as a favorite holiday destination.
We are proud to announce that the Associazione Produttori del Nizza will be a partner of the initiative. During the event, Thomas Ilkjær will host a masterclass dedicated to the many nuances of Nizza DOCG, and a tasting desk featuring 30 labels will be available throughout the day.
To promote Piedmont’s tourism offering, the Regional Tourism Promotion Agency Visit Piemonte will also host a presentation during the event, including a tasting of six wines, one representative of each Local Tourism Board in the region, aimed at Danish journalists and tour operators.
The Barolo & Friends Event also serves as an extraordinary showcase for promoting the tourism and agri-food excellence of the Piedmont Region. A dedicated food area highlighting Piedmontese specialties will be organized by CEIP – Centro Estero per l’Internazionalizzazione del Piemonte, which has scheduled a series of B2B meetings between agri-food companies and Danish operators. Visit Piemonte will also be a partner of the event, with a calendar of initiatives currently being defined.
PROGRAMME (subject to confirmation)
As usual, the event will be divided into three sessions, following a “walk-around tasting” format: the first reserved for trade professionals and the other two open to paying wine lovers.
9:45 – Producers’ arrival at the venue
10:00 – Seminar on the Danish market (producers only)
11:00–12:00 – Masterclass for trade professionals dedicated to producers from the I Vini del Piemonte consortium
11:30–13:30 – Piemonte Blind Tasting Competition curated by Thomas Ilkjær
11:30–15:00 – Walk-around tasting reserved for trade, Ho.Re.Ca., media and press
14:00–15:00 – Nizza DOCG masterclass for trade professionals
Lunch break
16:00–18:00 – First session for wine lovers
18:30–20:30 – Second session for wine lovers
This year, the 17th edition of Barolo & Friends will once again host the second edition of the “Piemonte Blind Tasting Competition.” Thirty professionals will compete in a blind tasting of seven wines, with quizzes on grape varieties, appellations, vintages, and aging techniques. This innovative format rewards the professionals with the deepest knowledge of Piedmont and its wines. Organized in collaboration with Thomas Ilkjær and WG23, the competition will use the same digital scoring system as the Danish Blind Tasting Championship.
The first four months of 2024 showed positive results for Italian wine exports to Denmark, with imports reaching €49 million (+4.1%).
Denmark is the only Scandinavian country without a retail monopoly, making market access easier. Danish consumers show high and steadily growing consumption of quality wines, supported by strong purchasing power.
Italy ranks first in Denmark for wine sales, both in volume and value, widening the gap with France, while Piedmont consistently ranks among the top three most imported Italian regions.
Although red wines still account for 85% of exports, growing interest in white wines opens new opportunities within an increasingly knowledgeable and trend-aware market, especially among younger consumers.
Thomas Ilkjær, influential wine journalist, director of the Piemonte Wine School, and long-standing partner, highlights:
a boom in organic and natural wines
growing interest in lesser-known and native varieties alongside established classics
a significant increase in both the number and expertise of sommeliers
Denmark represents one of the most important markets of wine lovers for Piedmont: they value excellence and Made in Italy products, are knowledgeable, curious, and have strong spending power. For this reason, private consumers are just as important as the trade. Danes are passionate about wine—particularly high-quality Piedmontese reds—as well as tourism, with Italy and Piedmont frequently chosen as preferred holiday destinations.
PARTNER UFFICIALI
