People who have a job in the wine realm know what Vinitaly is: the most important international wine exhibition organized in Verona, Italy. This year it is going to be hosted from April 6 to April 9 in the city’s exhibition headquarters. The focus of the event is on the professional side of the business—buyers, importers, wine producers, retailers, restaurateurs, sommeliers, wine journalists and so on—and thus the wine lovers are not admitted, except Sunday and Wednesday. And the ticket price is quite expensive for some: 125 € ($135.97) a day.
However, there is another way to enjoy a good selection of the best Italian wines: visiting downtown Verona from April 4 to April 6. On those days, Verona hosts “Vinitaly & the City,” a successful event reserved just for the wine lovers. Conferences in historic palaces open to the public, wine tastings, meetings and more will be held throughout the heart of Verona, including at the famous Piazza Dante, Cortile Mercato Vecchio and elsewhere.“Vinitaly is a business event,” Gianni Bruno, VeronaFiere wine and food exhibition manager, said in a meeting, “But it is also a meaningful watchdog for consumer trends. That’s why the big wine brands keep on investing in the Vinitaly exhibition, and the international buyers have already booked Verona’s restaurants.”
How Verona Transforms Into A Wine Lover’s Paradise
The manager said that the beauty of the city is a significant attraction for people all over the world. “According to a survey,” he explained, “87% of new buyers plan to return to Verona as tourists.” Throughout the days of Vinitaly & the City, every public exercise in downtown Verona is dressed up in a “winey” way. Behind the windows of the renowned fashion shops in Via Mazzini, it’s easy to see one or more bottles of wine, and wine bars often host tastings organized by local wineries.
If you are seeking an unconventional experience, you can try a “red wine make up” experience with make-up artists at the Coin fashion store in Via Cappello. Or you can hop on a journey through Asian flavors with creative pairings in Amo Bistrot, in Palazzo Forti. If you’re looking for a more cultural approach, you can join groups to visit the 17th-century Palazzo Balladoro along Corso Cavour, or follow a guided tour in the Medieval heart of the city.
Vinitaly & the City is the “Vinitaly of wine lovers”: in 2024 the event reported over 50,000 tastings. This year, two Italian regions, Calabria and Sardinia, will host wine moments in their stands, while the National Archeological Museum of Verona will guide you through the museum rooms to offer a glass of wine by Villa della Torre winery at the end of the visit.
Unfortunately, all this good stuff comes with a cost—although not so high, luckily. If you are planning to go to Verona in April, during the event you can purchase the Tasting Book at the cash desk in Piazza dei Signori for €20 ($21.75).
Otherwise, you can always enjoy the effervescent atmosphere everybody breathes in during those days, and admire the beauty of the city for free.