With the “Roots” concept, the Umbria Pavilion told its story through identity, culture and territory: 1000 square meters for 56 leading wineries, 30 events and great institutional cohesion.
Vinitaly 2025 stands out for its great professionalism and involvement of industry operators, buyers and journalists.
Vinitaly 2025 ended with great satisfaction for UmbriaTop : the cooperative company, which brings together the majority of the regional wine companies, coordinated and promoted the participation of the regional wine supply chain under the banner of “ Roots ”, the key concept for the layout and narration of the Umbria Pavilion. A strong and clear message: the roots of Umbria are not only agricultural, but cultural, identity-based, community-based . A common thread that linked the 30 events proposed to a select and competent audience of international buyers, trade press and operators, including talks, guided tastings and technical meetings, through which Umbria told its past, present and future history.
“ In this edition of Vinitaly we have reiterated a concept – underlines Simona Meloni , Councilor for agricultural and agri-food policies, tourism and the PNRR – Umbrian wine is not just agri-food excellence. It is identity, it is culture, it is an extraordinary lever for the tourist development of our territory, it is an element of recognizability. For this reason, today more than ever, we need an ambitious, shared and recognizable project: a real Umbria brand that combines quality, narration and strategic vision. At Vinitaly, in addition to promoting our labels, we have laid the foundations for a development model that systematizes wine tourism, agriculture and culture, capable of bringing out the authentic soul of Umbria, not in competition with other regions, but in its uniqueness: the land of villages, uncontaminated landscapes, widespread hospitality, know-how and good wine ”.
“ Vinitaly 2025 stood out for its professional, focused and business-oriented atmosphere, with a constant flow of qualified visitors. – declared the president of UmbriaTop, Massimo Sepiacci – A central element was the strong harmony between institutions and operators in the sector in planning and prospects. Our producers, who appreciated the calm and effectiveness of this edition, noted great attention from buyers and the press, and a growing interest in our wines, which know how to tell the story of Umbria with authenticity. ” The spaces of the Umbria Top events area (Pavilion 2 – from A9 to F9) – this year too have been developed on two levels that act as inclusive containers for institutions, bodies, testimonials who contribute with their activities to promoting and enhancing the uniqueness of the territory: Department of the PNRR, agricultural and agri-food policies, mountains and internal areas, parks and lakes, tourism and sport, Chamber of Commerce of Umbria and Promocamera Umbria, Assogal Umbria – with its 5 Gal, 3A Agri-food Technology Park of Umbria. Numerous tastings and insights, designed under the format “Umbria Wine Academy” for a calendar of events aimed at making known the productions, stories, projects, faces of Umbrian wine. Positive participation of AssoGal Umbria: the 5 regional Gal, presented the first living lab on experiential tourism, in collaboration with the National Rural Network and with the participation of some Gal of the various Italian territories. The attended meeting demonstrated how teamwork and comparison with other partners can lead to innovative ideas for rural territories. Territorial identity, participatory animation, multidisciplinarity, the key words that emerged in all the stories presented.
Among the important events, the presentation of the publication “ Roots: the echo of the origins ”, presented for the first time, in the presence of the scholars and experts who contributed to the drafting of the publication. The volume intends to travel and rediscover the origins of Umbrian wine production through a multidisciplinary approach, to discover the strengths of the small but precious Umbrian production, between botanical, agronomic and environmental peculiarities of the territory and cultural ideas, historical stories, testimonies of agricultural and rural archaeology, thanks to the contribution, among others, of the University of Perugia, the University for Foreigners of Perugia, 3A Agri-food Technology Park of Umbria, Torgiano Wine Museum, AIS Umbria.
“ Not just a publication, but a declaration of belonging and an act of collective memory . – explains Gioia Bacoccoli , UmbriaTop coordinator – The “Radici” project was born from the desire to narrate the strengths of the regional winemaking industry starting from its origins. Pliny the Elder in his Naturalis Historia narrates: «Umbrorum gens antiquissima Italiae existimatur», or «The Umbrians are considered the most ancient people in Italy». The word VINÙ is written in the Eugubine Tablets (Gubbio), the longest and most important ritual text of ancient Italy, as Professor Augusto Ancillotti teaches, and attests to the use of wine for sacred and ritual purposes. In short, wine has been made in Umbria since time immemorial. All that remains is to start writing a story that is both new and ancient at the same time ”.