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The Corona pandemic has called into question the usefulness of many industry trade fairs. In turn, digital formats have proven to be an equal alternative faster than expected. In fact, the classic formula of "renting space to make conversations possible" seems anachronistic in 2022. Many winemakers are currently deciding against an expensive participation in Vinitaly or ProWein. What does this mean for the future of the big wine fairs?

After a two-year break, Italy's biggest wine fair took place in Verona in mid-April: Vinitaly. Impatiently awaited by many wineries, it was far from being able to meet all expectations. Although the exhibitor area with 4,400 wineries was booked up to the last square metre, the number of visitors declined significantly by 30 percent. The reactions after the fair were correspondingly ambivalent. Many large companies were "extremely satisfied" in official statements and enthusiastically celebrated the return to normality.

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