[REVISION HISTORY]

Vinitaly promotion of Italian wine in the United States

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2026-10-26 16:19 UTC → 2026-10-26 19:54 UTC · added ~~removed~~

In October 2026, efforts to expand the presence of Italian wine and enotourism in the United States centered on the debut of ‘Vinitaly. USA’ in New York. The ‘wine2wine Vinitaly Business Forum’, held at Pier 36 in Manhattan on October 26–27, aimed to explore the American market through distribution, dining, and tourism. The event, organized by Veronafiere and the Ita-Italian Trade Agency, involved over 1,000 pre-registered buyers from the US, Canada, Mexico, and 35 other nations. The ~~exhibition~~ third edition of the event featured 300 Italian wine exhibitors representing approximately 2,500 labels. Federico Bricolo, president of Veronafiere, stated the objective was to connect consumers with the regional identities and cultural heritage behind the wine, rather than focusing solely on tastings. He also noted that wine serves as an “economic and cultural lever for relations between Italy and the United States.” Data from the UIV-Vinitaly Observatory highlighted significant growth potential: while 35 million Americans currently consume Italian wine, an additional 50 million regular US wine drinkers represent a potential consumer base. Industry leaders noted that shifting American consumption habits, such as trends in mixology and new serving styles, present both challenges and opportunities for Italian wineries. As the event launched, Matteo Zoppas, president of the Italian Trade Agency (ITA), emphasized that New York serves as a “strategic gateway to the broader North American market.” Regional delegations, including 16 wineries from the Lazio region supported by ARSIAL, participated to connect with international importers and hospitality professionals. This initiative follows a strong performance in the US market, which remains the leading foreign market for Italian wine, with export values reaching 1.76 billion euros in 2025. Italy holds a 30% share of wine volumes in the US, making it the leading supplier by volume and the second by value, trailing only France. Approximately 35 million Americans consume Italian wine, accounting for 41% of total wine consumers, with sparkling wines being the most consumed variety at 42% of the market.

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