Wine fair organisers are launching a new online model of virtual exhibition to fill the gap between wine producers and international clients due to the Covid-19 restrictions that forced everyone to shift online. “Wine2Wine” by Vinitaly in Verona and “Merano Wine Festival” in Merano will be held on-line due to the Coronavirus pandemic in Italy. In compliance with the DPCM Decree of the Italian government dated 24 October 2020, trade fairs of any kind and other similar events are now prohibited in Italy: conferences, congresses and other events are also suspended, with the exception of those organised remotely. As the situation of Covid-19 worsens, an inevitable cancellation of the physical fairs altogether was necessary.
Consequently, Veronafiere has re-organised its Wine2Wine Exhibition scheduled on 22, 23 and 24 November 2020 to a digital platform that will include exhibitor profiles listing their products and services and all the scheduled conferences, workshops and events will be online.
To promote contacts between supply and demand, the platform will also be open for several days after the closing date of the event, until November 30, thereby extending meetings and appointments between Italian & international exhibitors and trade operators & buyers.
The 29th edition of Merano WineFestival has been postponed to the 26-30 of March 2021. From the 6th to 10th of November 2020, the digital version of the event is confirmed on the WineHunter Hub platform. The philosophy of the exhibition remains the same retracing the stories and traditions of the Italian food and wine scene with a new approach, a new look and new technologies.
Cancellation of international wine fairs though directly threatens to overturn yearlong plannings and sales. Covid-19 cases in Europe are soaring rapidly and European countries are limiting domestic and international movement, with logistic issues following international travel disruptions, worsening the problems for wineries.
As a result, direct meetings between wine producers, wine buyers or their intermediary agents are momentarily only possible virtually. But a benefit of online events is its cost effectiveness and efficiency with no need to spend on flight expenses as well as accommodation along with a lower participation fee. Given the current uncertain state of things, reacting quickly according to changing situations is the only way for wine producers and event organisers to survive in the industry.
