From September 7 to 13, Piazza di Siena will host the 23rd edition of Vinòforum. Emiliano reflects on how one of Rome’s landmark food and wine events has evolved and why the future of wine depends on culture, communication, and reaching an increasingly diverse audience.
Twenty-three editions are more than just a milestone. They represent the journey of a project that has successfully adapted to more than two decades of change without losing its identity—in fact, strengthening it. Vinòforum returns from September 7 to 13 in the elegant setting of Piazza di Siena, confirming last year’s venue while continuing its ambition to make Rome an even stronger reference point for Italian food and wine culture.
For Emiliano De Venuti, founder and driving force behind the event, growth cannot simply be measured by attendance figures.
“The editions keep increasing, just like the white hairs in my beard,” he jokes.
Behind the irony lies the awareness of having guided Vinòforum through a profound transformation. According to Emiliano, that turning point began with the move to Circus Maximus and has now found its natural evolution in Piazza di Siena.
The goal is clear: to establish Vinòforum as an event that speaks not only to Rome but to the entire country.
“We want people across Italy to recognize that Rome hosts a major event where, for an entire week, wine, food and Italian territories are truly celebrated. Vinòforum aims to become the meeting point for the entire food and wine industry.”
This evolution has not gone unnoticed by institutions. Over the past few years, the presence of regional governments, wine consortia and territorial organizations has grown significantly.
“When an event succeeds in putting territories at the center of the conversation, it’s only natural that institutions want to be part of it. Today many consortia and regional authorities choose Vinòforum because they see it as a credible platform to showcase their excellence.”
If there is one word that repeatedly emerges during the conversation with Emiliano, however, it is content.
In an era dominated by algorithms, views and engagement metrics, Vinòforum is deliberately taking a different path.
“Today it’s not just about numbers. What really matters is the quality of what you communicate. Meaningful content is what allows you to reach people who are genuinely interested. That’s where we’re investing more and more.”
For this reason, the 2026 edition will place even greater emphasis on producing and sharing high-quality content dedicated to wine, gastronomy and Italian territories, reinforcing the event’s role as a cultural platform as much as a tasting experience.
Communication itself is evolving. Every year the language is refined to engage a broader audience—not only wine lovers but also people who have never truly approached the world of wine. According to Emiliano, the industry is experiencing a transformation that should be embraced rather than feared.
“I wouldn’t call it a crisis. I’d call it an evolution. People’s relationship with wine and alcohol is changing, especially among younger generations. Our responsibility is to explain that wine should not be demonized because it represents culture, territory, conviviality and responsible enjoyment.”
It is a reflection that naturally extends to wineries and producers. As the market changes, so too must the way companies connect with consumers.
“It’s no longer enough to focus on volume. We need to focus on building quality relationships with consumers and helping them understand the value behind every bottle. This is an important transition that requires creativity, attention and innovation.”
For Emiliano, the wine world is experiencing a genuine change of era.
“Like every major transformation, it requires imagination and the ability to adapt. But I see it as a positive moment—one that, in many ways, has been long overdue.”
From an experiential perspective, Vinòforum will continue with the successful format introduced in recent years. The event will open every evening from 7:00 pm to midnight, with an even stronger gastronomic offering than before.
“Wine expresses itself at its best around the table. That’s why we’ve further expanded our food program. We want Vinòforum to become an even more complete evening experience, where tasting, cuisine and conviviality naturally come together.”
From September 7 to 13, Piazza di Siena will once again become Rome’s great wine lounge. Listening to Emiliano, however, it is clear that Vinòforum’s ambition now goes far beyond organizing a successful event. It aims to become a place where the evolution of Italian wine, its territories and the way people experience them can be told, shared and understood.
