Following its success in France, the alliance between Piedmont and Sicily is growing and is also targeting the British market.
The strategic alliance between two of Italy’s most iconic wine regions, Piedmont and Sicily, continues to strengthen. This initiative stems from a shared ambition: uniting the grandeur of the Langhe with the volcanic energy of Mount Etna in a collaborative international promotional journey.
The “Barolo & Etna” project is a collaboration between the Consorzio di Tutela dei Vini Etna D.O.C., I Vini del Piemonte, and Strada del Barolo. Despite the geographic distance, these two regions share a common vision: the production of premium fine wines and a dedication to tourism that attracts visitors from around the world.
Paris | November 2, 2026
The event returns to the French capital at L’Usine Deguerry, located in the 11th arrondissement. Set within a repurposed industrial space, this venue perfectly embodies the Parisian aesthetic: weathered walls and soaring period windows create an atmosphere of understated elegance and prestige.
Read more | Paris
London | January 18, 2027
The tour arrives in London for the first time, hosted in the South Room of the Tate Modern. Nestled in the heart of the world-renowned gallery, the space features a striking modern, brutalist style. It offers an exceptional setting for an event of global significance.
Read more | London
The goal is to provide producers with a high-level platform designed to capture new commercial opportunities and strengthen their presence in key markets. Following the positive response in Paris in 2025, the format has been expanded. It now serves as a primary tool for positioning Barolo DOCG and Etna DOC abroad, leveraging the complementarity of the two regions: the refinement of the great Piedmontese reds wines and the volcanic character of Etna’s wines.
“Barolo & Etna” events go beyond simple tastings; they are comprehensive promotional experiences tailored for an exclusive trade audience. The program includes walk-around tastings reserved for highly selected professionals—including importers, distributors, and specialized press, alongside technical masterclasses led by world-renowned experts to delve deeper into the identity of these two territories.
Your labels are direct expressions of the land from which they originate. In today’s competitive climate, storytelling is not just about describing a product, it is about conveying the identity of the winery, the history of the region, and the personality of those who cultivate it.
Through this synergy, the Consortia offer more than just a showcase; they provide a support ecosystem capable of responding to the challenges of international markets with a unified approach.
We invite you to discover the technical details and participation requirements for each event by visiting the dedicated pages on our website.
ONLINE FORM BAROLO&ETNA | PARIS AND LONDON
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