The Italian Trade Commission’s flagship event connecting Italian wine producers and their agents with Azerbaijanian wine buyers.


Italian Food and Wines Promotion project in Azerbaijan 2023

On 23rd 27th January the Educational event – “Italian Wines: taste the passion” was organized in the framework of the general Italian Food and Wines Promotion project in Azerbaijan.

This was the first event of a promotion campaign that includes a large number of initiatives to be realized in Baku all along 2023.

The first event has been organized in conjunction with wine several importers, The Landmark and many Ho.Re.Ca sector (Hotel restaurant and Catering) professionals with an educational target: learn and taste Italian Wines, understand the passion behind it, the huge varieties available and how to match different wines with foods.

The event reached an audience of over 150 people (consumers/wine lovers and Ho.Re.Ca sector professionals) and will be repeated on several occasions along the year. Thanks to the collaboration of Artyom Lebedev, a specialized Sommelier, recognized as Italian wines’ ambassador since 2019, the courses are held in English or Russian, in morning or evening sessions of around 2h.

The project includes 3 main strands of activities, with the common idea of bringing in Azerbaijan the Italian food and wine culture that is becoming a way of life in many places around the world:

Educational, to bring in depth knowledge about many Italian foods, ingredients, beverages and wines to Azerbaijan. The tools to reach the target are events such as the wine courses, or show cooking events(to be organized in the framework of Intefood fair); Others are the study tour organized in Italy with the participation of press representatives and opinion makers (bloggers/influencers) from Azerbaijan (one is being organized in Piedmont, others are under construction, in collaboration with Italian counterparts) that are going to bring back feelings and emotions coming from the producing sites in several parts of Italy;

Promotional, organizing events dedicated to the consumers in collaboration with Restaurants and Great Distribution channels, to present differently the many Italian produce already available on the Azerbaijan market and increase knowledge and consumption;

Commercial, organizing events dedicated to introducing new Italian Foods and beverages in Azerbaijan, such as the Italian workshop scheduled for June the 22nd, dedicated to importers and Ho.Re.Ca. sector professionals only. Other events of the commercial strand include the invitation in Italy for selected importers to visit B2B events and companies all around the country.

The ITA department dedicated to Food and Agriculture promotion ([email protected] ) includes all the food production industries and sub sectors, such as flowers ([email protected]), wines and spirits ([email protected]).

The Italian F&B industry it’s characterized by the presence of a great number of Micro, Small and Medium size enterprises, that are capable of producing extraordinary foods and wines, famous worldwide. The companies’ size, the distance from foreign markets and the difficulties in managing the procedures involved are the main obstacles to exporting. The ITA support in this sector is then focused on lowering the participation costs to the main F&B exhibition worldwide, increasing the business opportunities in new foreign markets and/or in consolidating the Italian position on the most mature markets.

There is a wide range of actions and activities, adapted to the different needs of the several production niches and companies, aimed at improving the image of made in Italy, under the slogan “The Extraordinary Italian Taste” and gaining access to the main international trading platforms.

The main activities are referred to the fair and exhibitions environment, with the invitation and incoming to Italy of professionals (importers, distributors, media and bloggers) in the occasion of the main fairs and exhibitions, and through the organization of the Italian official pavilion in many international fairs abroad. Another tool is the autonomous Italian exhibition, organized in many countries around the world to facilitate contacts between the companies and trade professionals (importers and distribution channels, including thematic workshops and B2Bs, such as the one scheduled for June in Baku.

ITA activities are always supported by communication campaigns, with media and social networks involvement, to promote the several actions implemented. Great attention is also given to the educational side of promotion, with a range of initiatives aimed at informing consumers about the Italian specialties, including tastings, show cooking and trainings, all activities that are being implemented in Azerbaijan through a long term promotion program.

About ITA

ITA – Italian Trade Agency is the Governmental agency that supports the business development of our companies abroad and promotes the attraction of foreign investment in Italy. With a motivated and modern organization and a widespread network of overseas offices, ITA provides information, assistance, consulting, promotion and training to Italian small and medium-sized businesses. Using the most modern multi-channel promotion and communication tools, it acts to assert the excellence of Made in Italy in the world.

Calendar of activities

January – Wine courses
February – Promotion campaign preparation
March – incoming and study tour of Piedmont – campaign launch – wine courses
April – F1 GP celebration event
May – participation to Interfood Baku – incoming and study tour of Valle D’Aosta
June – Italian workshop and Italian National day
July – Wine courses and food tastings
September – promotion with GDO
October – incoming and study tour in Italy
November – Italian cuisine week presentation of fine foods and show cooking
December – wine courses