The Veronese are proud of it. For them it's one of the most important events in the world. But, unless you're from Verona or you're in the wine industry, you've probably never heard of it.
So, what is Vinitaly, and why is it so important?
Now in its 51st year, Verona has been hosting an annual wine festival since 1967. From modest beginnings, the fair now boasts 4120 exhibitors from 27 countries.
Last year over 49,000 visitors attended from 140 countries including 28,000 registered buyers.
In terms of volume, with 2.3 billion litres of wine produced in 2015, Italy is second only to Spain as a global wine producer.
More importantly, wine exports are worth over €5billion to the fragile Italian economy (only France has a higher export value). So wine is crucial to the Italian economy. And if you buy or sell, import or export Italian wine, Vinitaly is the place to do it.
With an ever increasing focus on the lucrative export market, Chinese and American buyers are particularly welcome.
One group who are not encouraged to attend are amateur wine enthusiasts.
For years the event has been criticised by serious wine professionals because of the preponderance of day trippers with dodgy entrance passes who come just to take advantage of the free wine on offer.
In recent years, the organisers have made a number of changes to the event, including re-scheduling it during the working week rather than over the weekend and increasing ticket security, to try and ensure that the focus of the event is on the important business of buying and selling wine, rather than on the less important pastime of simply enjoying good Italian plonk.
With this in mind, the organisers have recently launched Vinitaly in the City, a break out event of music, culture and tastings, aimed at the wine enthusiast. With numerous events taking place in the historic old town, the event is much more accessible than the trade fair itself, which takes place in Verona's sprawling Verona Fiere complex.
Another criticism of Vinitaly has been the transportation issues that arise during the week of the fair. Unlike many international conference centres which have out-of-town locations, Verona Fiere is just a short 2 km walk from the city's main train station and just 3km from the Roman Arena at Piazza Bra. While this makes the event more accessible, it also causes massive traffic problems in the city centre. Many attendees travel by car, so parking and traffic jams are a particular problem.
So that's why I'll be travelling to the Vinitaly by bike this year.
I'll let you know how I get on.