Successful Conclusion of BuyWine Toscana 2025: 90% of Participants Confirmed Progress in Negotiations

The 15th edition of BuyWine Toscana took place on February 5th and 6th at Lucca Polo Fiere, with 90% of sellers and buyers expressing high expectations for developing the negotiations started. The event, promoted by the Tuscany Region, the Florence Chamber of Commerce, and organized by PromoFirenze, attracted 210 selected Tuscan producers, including 96 organic ones, and 164 buyers from 37 countries.

The event saw over 4,000 B2B meetings, more than 20,000 tastings of 1,400 wines, and 50 different denominations. The Tuscan wine production represented at BuyWine Toscana 2025 exceeds 45 million bottles annually, with 70.4% of the sellers producing up to 500,000 bottles a year.

The event confirmed solid markets for Tuscan wines, including Canada, the US, and Central Europe, along with significant interest from Asian countries, especially China and Vietnam, as well as South American countries like Brazil, Argentina, and Colombia.

The success of the event can be attributed to careful buyer selection and effective matchmaking, which generated over 16,000 meeting preferences prior to the event, helping ensure the event’s success. The organization was well-received, and 85% of participants reported a satisfactory balance between the price offered by sellers and the price sought by buyers.

A networking dinner at Real Collegio di Lucca and a wine tasting event showcased Tuscan wines, while a city tour and closing aperitif concluded the event. On February 7th, many buyers participated in Wine Tours to visit the vineyards, further exploring the origin of the wines.

The Thai-Italian Chamber of Commerce has selected a buyer to attend the fair, further strengthening its decade-long partnership with PromoFirenze.

For further information, please visit the following website: https://www.buy-wine.it/