Spring and New Wine Fair

A spring celebration in the heart of the Roero

The Spring and New Wine Fair is one of the most anticipated events in the calendar of Priocca, a small town in the Roero area of the Cuneo province, in the heart of Piedmont's food and wine country. Organized by the municipality with the support of the Piedmont Region and the collaboration of local winemakers, the event traditionally takes place on the first Sunday of May, transforming the entire historic center into a vibrant space dedicated to wine, craftsmanship, and rural traditions.

New wine takes center stage

The heart of the day is the promotion of new wine from Priocca's producers. In a large tasting area set up in the town center, local winemakers present their labels, offering visitors the chance to discover Roero wines directly from the people who craft them. It is a tribute to the viticultural vocation of this land, where winemaking has been a fundamental part of the local identity for generations.

Markets, crafts, and agricultural machinery

The streets of the town are filled with a rich market featuring artisans and hobbyists, flower stalls, and local organic products. The event also includes an agricultural machinery exhibition, a symbol of the deep bond between Priocca and the land, and demonstrations by the local Ancient Crafts Group, which brings the traditional rural skills of the Roero back to life.

Music, entertainment, and activities

The fair is punctuated by entertainment for all ages. The official opening is accompanied by the Filarmonica Narzolese, while the day features a rotation of musical performances, marching bands, folk groups, and concerts. Acrobatic shows, children's workshops, guided walks among the historic Case di Terra (Earth Houses), and e-bike tours through the hills enrich the program, making it a perfect day out for families.

Local flavors

At lunchtime, the food pavilion and local restaurants offer a traditional Piedmontese feast, naturally paired with Roero wines. It is the perfect opportunity to savor local cuisine in a convivial atmosphere, surrounded by the stalls and music that enliven the squares of Priocca.

An opportunity to discover the Roero

More than just a fair, the event is a showcase of the identity of Priocca and the Roero: a land of hills, vineyards, and rural traditions that deserves to be explored. The Spring and New Wine Fair offers the perfect occasion to immerse yourself in this landscape, blending gastronomy, folk culture, and Piedmontese hospitality.