Venosa Winery flies to China to open new markets

In five years + 169% bottled, today at 2.2 million bottles. But with the new corporate structure the potential rises to 5 million.

Commercial Director Antonio Teora: “Mature times to develop export and give new value to our 350 members and the Vulture community”

The new plan of expansion and expansion of the export of Cantina di Venosa begins from China with the first commercial agreements for a start of 2026 in the name of the enlargement of the markets. The Lucan cooperative, a leading winery in Basilicata (350 members, 800 hectares, 2.2 million bottles) is present today on ten markets, from northern Europe to Canada and the USA, with a share of just 220 thousand bottles (10%, of which 60% in Europe). And now he is preparing to enter the eleventh, a complex market like the Chinese one but with enormous potential.

“In recent years we have pushed a lot on quality and sustainability, rooting well in Italy, starting from our region, but now time is ripe to look at new horizons and strengthen our presence abroad, even through new markets like China – says the Commercial Director of Cantina di Venosa, Antonio Teora - Yeah. A beautiful and interesting novelty with the aim of exporting only our flagship production, for connoisseurs, lovers of Italy and with a high capacity of expenditure”.

“In addition to promoting wine our commitment is to constantly innovate and improve production also in a perspective of sustainability, because the market changes quickly and also in Asian countries finally begins to develop a sensibility on these issues – adds the president of Cantina di Venosa, Francesco Perillo –. In the uncertainty of the general context, China remains the market with the greatest and most interesting potential.”

Al QWine and the road shows organized by Wine Channel in Qingtian, Shenzen and Chengdu, important logistic hubs for wine, Cantina di Venosa was present with the Cartoon Venusio Aglianico del Vulture Docg.

The expansion programme on foreign markets travels hand in hand with an internal project to expand the business structure, with an eye to the development of ecotourism. In Venosa the functional redesign of the spaces is being completed. Between the end of 2026 and the beginning of 2027 will be inaugurated a new wing of 1,100 square meters, partially interrupted and entirely dedicated to the wine reception, consumer consumer and business.

The new structure will connect physically - and ideally - the two historical plants of production, warehouse and services, already recently reorganized and renewed: the basement of the foundation, of '57, and the structure realized after the earthquake of 1980. The project provides for an investment of EUR 3.4 million, of which EUR 1.25 million financed from the Pnrr funds. The remaining share will be rewarded through a strong increase in direct sales, visits to the cellar and corporate meetings.

Today the company’s share, a simple but welcoming area, generates an annual turnover of about 700,000 € with direct sales only. With the new structure - which will include a spectacular meeting room, 150 sqm of tasting space, a small kitchen and a terrace of 400 sqm – at least double turnover is expected in the first year and investment coverage in 6-7 years. 6 people will be hired for multilingual reception.

The area occupied by Cantina di Venosa with the two operating structures amounts to 3,500 sqm; the new wing of hospitality enotourism adds 1,100 square meters of space trampled on two levels. From the productive point of view the commitment of Cantina di Venosa is to arrive in the coming years to further increase the bottled, which currently amounts to 2.2 million bottles, but with a potential of 5 million. In the last five years, the Luucan cooperative (800 hectares, 350 wine growers) has grown the bottled 169%.