Thirty percent of meetings with new leads and prospects resulted in closed deals or advanced negotiations , often initiated with new contacts. Overall, 60% of appointments involved new contacts , while 40% focused on strengthening existing relationships, especially in Germany, Belgium, and the Netherlands.
“The most significant element of this edition was the qualitative level of the meetings , despite the lower overall attendance “– says Edoardo Freddi , founder and CEO of Edoardo Freddi International –. Alongside strengthening existing relationships, we have identified new concrete business opportunities, particularly in European markets, confirming ProWein as the reference event for the international wine business.”
Fifty-five companies from the EFI portfolio were present at the booth, including five new entries: Bosca (Piedmont), Cantine Alcesti (Sicily), Col dei Franchi (Veneto), Monacesca (Marche), and Urciuolo Vini (Campania). For these companies, their participation represented an important opportunity for visibility and direct interaction with international buyers.
The most dynamic markets remained European, with Germany particularly active. However, the presence of operators from the USA and Asia was more limited, in an international context still influenced by factors of geopolitical instability.
On the product front, buyers' interest has focused primarily on fine wines and premium products . At the same time, there's a growing interest in fresh, minerally, and immediate wines, a sign of an evolving approach toward more contemporary profiles. Some traditional categories, such as Valpolicella reds, remain strong, while interest in emerging regions like Molise and Lazio is growing. Finally, demand for low-alcohol and dealcoholized wines is also rising, increasingly present in markets geared toward moderate consumption.
Edoardo Freddi International
Edoardo Freddi International is the first Italian export management company dedicated to the wine sector. Founded in 2012 in Castiglione delle Stiviere (Mantua), it supports companies in foreign trade by assisting them in managing regulations, organizing distribution, and selecting international partners. It operates in Europe, the United States, Asia, the United Kingdom, Africa, and Oceania and offers a highly representative portfolio of the most sought-after regions, appellations, and typologies, with diverse positioning and characteristics, including numerous important wineries (currently 66) located throughout Italy. In 2025, 38 million bottles were sold, primarily in the markets of Germany, the United States, Switzerland, Canada, the United Kingdom, Singapore, and Japan.
