by InTrieste
At the upcoming Vinitaly 2025, one of the world’s most prestigious wine events, the Friuli Venezia Giulia region is set to present a bold new vision for promoting its diverse offerings. The region’s new stand, designed specifically for the event, aims to showcase not only its world-renowned wines but also the rich cultural, agricultural, and entrepreneurial spirit of Friuli Venezia Giulia.
Sergio Emidio Bini, the regional councillor for Tourism and Productive Activities, and Stefano Zannier, the regional councillor for Agri-Food Resources, unveiled the new stand in a presentation at the regional headquarters in Udine on Monday. They were joined by Iacopo Mestroni, director of PromoTurismoFVG, and Mauro Giovanni Viti, the new director of the Regional Agency for Rural Development (Ersa FVG).
“The new stand designed for Vinitaly 2025 promotes the entire Friuli Venezia Giulia region, creating a synergy that, starting from the excellence of our wines, embraces the entire territory,” said Bini. “This initiative not only highlights the region’s enogastronomy but also its dynamic businesses and major events, illustrating our commitment to promoting the region through an integrated approach.”
The stand, which will cover a substantial 1,500 square meters, is a comprehensive reflection of the region’s vision. Featuring 80 individual booths, a regional wine bar, a dedicated tasting room, and multiple information points, the space will give visitors a chance to experience Friuli Venezia Giulia’s diverse landscapes, from the rugged mountains to the sun-kissed coastline. The design also emphasizes the region’s artisanal craftsmanship, with local artisans contributing to the construction of the stand’s interior.
Zannier noted that the stand’s design combines elegance with functionality. “It’s comfortable and practical, designed with input from industry professionals to ensure that businesses can showcase their products and engage with both established and new buyers effectively.”
Vinitaly, which will be held in Verona from April 6-9, 2025, is one of the most important events in the global wine industry. This year, the Friuli Venezia Giulia region is leveraging the event to tell a broader story, not only about its fine wines but also about the culture, traditions, and natural beauty that make the region unique.
From the mountains to the sea, Friuli Venezia Giulia boasts a rich variety of landscapes, each influencing the distinctive qualities of the wines produced in the area. As part of the showcase, the stand will feature wines from different zones within the region, each offering its own unique properties influenced by the natural environment.
In a demonstration of the region’s commitment to innovation, the Collettiva initiative will bring together over 80 local wineries to promote the best of the Friuli Venezia Giulia wine sector. Alongside the wine-focused features, the stand will also spotlight local businesses and cultural events, highlighting the ongoing growth and resilience of the regional economy.
The collaboration between Ersa and PromoTurismoFVG is a key part of the region’s integrated promotional strategy. With a focus on quality and strategic investment, the Regional Administration has raised the bar for regional promotion, helping to drive both tourism and business growth.
“This is a clear example of how integrated promotion can elevate Friuli Venezia Giulia, making it more attractive to both tourists and investors,” Bini concluded.
As the wine industry faces increasing competition on the global stage, Friuli Venezia Giulia’s new stand at Vinitaly 2025 aims to underscore the region’s commitment to excellence, sustainability, and innovation—a message that will resonate with both wine lovers and business leaders alike.
