Simply Italian Great Wines returns to Europe with two stops in markets of great appeal and interest: Sweden and Serbia. The tour, conceived by I.E.M. (International Exhibition Management) to promote and enhance Italian wine worldwide, will open with its eighth edition in Stockholm on 27 April and continue with its second edition in Serbia, in Belgrade, on 29 April. Two appointments dedicated to trade professionals, the HORECA channel and the media, in markets that offer interesting growth opportunities for Italian wine production.
Serbia and Sweden are confirmed as two strategic and positive markets for Italian wine. Sweden, despite the overall slowdown of Italian exports in 2025, is among the few markets still growing: in the first 11 months of 2025, exports reached 175.2 million euros (+4.5% in value and +6.1% in volume), with Italy covering 40–45% of the Swedish wine market and maintaining absolute leadership in the organic segment with a 42% share, driven by Prosecco. Serbia, on the other hand, is part of the Balkan and Central-Eastern European area, one of the most dynamic regions for Made in Italy products: between 2019 and 2024, imports of Italian wine in the area grew by +52%, with Italy ranking as the leading supplier in 7 of the 11 countries analysed, holding a value share of more than one-third of the overall market.
Structured according to the well-established formula of a commercial workshop in a prestigious venue and enriched by side events such as guided tastings, Simply Italian events represent a privileged meeting place for Italian producers and industry professionals (importers, distributors, sommeliers, Ho.Re.Ca. operators), journalists, opinion makers and high-end consumers from the world’s most important markets.
In this edition, the events will be held in Stockholm at Eataly and in Belgrade at the Courtyard by Marriott hotel. In the Swedish capital, the Consorzio Vino Nobile di Montepulciano will open the programme with a masterclass led by Susanne Berglund-Krantz, titled “Vino Nobile di Montepulciano – Tuscany: The History Teller”. This will be followed by a masterclass dedicated to the Consorzio Vino Chianti, also led by Susanne Berglund-Krantz, titled “Chianti Reloaded: Historical Codes, Future Visions”. The journey through the regions of Italy will continue with a three-hour walk-around tasting, offering the opportunity to sample the finest wine varieties on display. In Belgrade, the programme will begin with a masterclass dedicated to the Consorzio Vino Chianti, titled “In the Heart of Chianti: A Journey Through Time and Territory”, introduced by Aleksandar Matejić, followed by a rich walk-around tasting.
