With 300 Exhibitors and 2,500 Italian Wines, the Event Highlights Opportunities to Reach New Consumers and Expand Italy's Presence in the U.S. Market

NEW YORK, Oct. 26, 2026 /PRNewswire/ -- The third edition of Vinitaly.USA officially opened today in New York City, bringing together 300 exhibitors and 2,500 Italian wine labels. Organized by Veronafiere in collaboration with ITA – Italian Trade Agency, the event runs through October 27 at Pier 36. Making its New York debut, Vinitaly.USA reflects the Italian wine industry's commitment to further expanding its presence across the U.S. market.

"The United States is the primary target market for Veronafiere and Italian wine, and it continues to offer tremendous potential that requires investment and sustained commitment," said Federico Bricolo, President of Veronafiere, during the opening ceremony. "In this complex environment, where encouraging signs are also emerging, collaboration between businesses and institutions is essential to supporting the competitiveness of our wineries and helping them reach new consumers and explore new markets."

This commitment was echoed by Matteo Zoppas, President of ITA – Italian Trade Agency, who emphasized: "Now more than ever, it is essential to work together to support the Italian wine industry, in line with the attention the Italian government is dedicating to the sector, from the discussions initiated at Palazzo Chigi by Prime Minister Giorgia Meloni to the efforts of the Ministry of Agriculture and the Ministry of Foreign Affairs' economic growth diplomacy. New York is a strategic gateway to the entire American market, and Vinitaly.USA continues to serve as a concrete tool for business development."

According to the UIV-Vinitaly Observatory, 35 million consumers in the United States currently drink Italian wine, the highest figure among importing countries and a clear indication of the significant potential for further growth. Of the nearly 90 million regular wine consumers in the United States, more than 50 million represent a potential audience for Italian wines. Bridging this gap is therefore a key challenge for the Italian wine industry as it seeks to consolidate its existing position and expand its market reach by engaging new audiences, younger generations, and new consumption occasions.

The next phase of strengthening Italy's presence in the world's leading wine market, which imported approximately $4.9 billion worth of wine from the European Union alone in 2025, begins with the recognition that the market must be increasingly segmented by age, ethnicity, and geographic demand.

According to research conducted for Vinitaly.USA, one competitive advantage of Italian wines lies in their stronger appeal among younger age groups compared with domestic producers. While California wines show a strong concentration among older consumers, with those over 55 accounting for more than 70% of sales volume, Italian wines demonstrate a more balanced distribution across generations, including stronger appeal among younger consumers.

Another important challenge, highlighted by the UIV-Vinitaly Observatory, emerges from a recent Wine Market Council survey examining the drinking habits of new American wine consumers. At a time of unprecedented change, not only are consumption occasions evolving, but the ways in which wine itself is enjoyed are also being redefined.

While the most common ways of consuming wine remain drinking it on its own (67%) or pairing it with a meal (63%), new preferences are emerging, particularly among younger consumers. These include wine mixed into cocktails (34%), served chilled over ice (30%), or combined with another nonalcoholic beverage.

Overall, 75% of regular wine consumers also drink wine in ways that differ from traditional consumption habits. These choices are influenced by family habits (60%), experiences at bars and restaurants (50%), and social media (30%).

Giovanni Sacripante, General Manager of Veronafiere, commented: "Italian wine has the quality, diversity, and regional traditions needed to attract new consumers in the United States. The challenge is to understand how demand is evolving and guide commercial strategies to engage different audiences, from fine dining to emerging consumption occasions, while remaining firmly rooted in our identity."

The 300 exhibitors participating in Vinitaly.USA are ready to respond to the two distinct directions emerging from American consumer demand: on one hand, premium wines, connections with fine dining, and the Italian lifestyle; on the other, a more versatile approach to wine, demonstrating its adaptability to new serving styles and consumption contexts beyond wine's traditional role.

The 13th edition of wine2wine Vinitaly Business Forum also opened alongside Vinitaly.USA, complementing business meetings with more than 20 sessions covering market trends, wine tourism, education, and masterclasses.

The Vinitaly.USA opening ceremony featured a video message from Francesco Lollobrigida, Italy's Minister of Agriculture, Food Sovereignty and Forestry.

Speakers attending in person included Riccardo Guariglia, Secretary General of the Italian Ministry of Foreign Affairs; Marco Peronaci, Italian Ambassador to the United States; Gianluca Caramanna, Advisor for Institutional Relations to Tourism Minister Gianmarco Mazzi; Marco Rago, Legal Advisor to the Minister of Foreign Affairs for Economic and Development Diplomacy; and Nicola Caputo, Advisor to the Minister of Foreign Affairs for Exports and the Internationalization of the Agri-Food Sector (statements below).

Institutional representatives in attendance included Giuseppe Pastorelli, Consul General of Italy in New York, as well as regional agriculture officials Alessio Mammi (Emilia-Romagna), Giancarlo Righini (Lazio), Stefano Zannier (Friuli Venezia Giulia), and Carmine Cicala (Basilicata).

Representatives from the wine and agricultural sectors also addressed attendees, including Giovanni Bernardini, Vice President of Copagri; Sandro Gambuzza, Vice President of Confagricoltura; Luigi Pio Scordamaglia, CEO of Filiera Italia; Filippo Polegato, Vice President of Unione Italiana Vini; and Luca Rigotti, President of the Copa-Cogeca Wine Working Party.

Representing Veronafiere were Barbara Ferro, CEO; Marina Montedoro, Vice President; and Désirée Zucchi, Member of the Board of Directors.

Among the guests at the opening ceremony was Alessandro Del Piero, Serie A Ambassador, attending as a guest of ITA – Italian Trade Agency as part of its Serie A – Made in Italy initiative in collaboration with Lega Serie A.

Vinitaly.USA: 300 Exhibitors

Vinitaly.USA features 300 exhibitors, including individual wineries, regional and industry associations (Friuli Venezia Giulia, Lazio, Sardinia, Umbria, Enoteca Regionale dell'Emilia-Romagna, Italia del Vino, and Cooperativa Produttori Vitivinicoli di Matelica), and wine consortia (Asti DOCG, Brunello di Montalcino, Prosecco DOC, Vini dell'Elba, Sicilia DOC, Lugana DOC, and delle Venezie DOC).

Additional Statements from the Vinitaly.USA Opening Ceremony

Francesco Lollobrigida, Italy's Minister of Agriculture, Food Sovereignty and Forestry:

"Vinitaly.USA offers our wineries a concrete opportunity to consolidate Italy's presence in the United States, which remains the leading market for Italian wine outside the European Union. In 2025, the wine sector made an extraordinary contribution to the growth of Italy's agri-food industry, reaching a record €7.8 billion in exports. Wine is an undisputed ambassador of Italian excellence around the world and a defining pillar of Made in Italy, further strengthened by the recognition of Italian cuisine as UNESCO cultural heritage and its increasingly close connection with wine tourism. As a government, we remain firmly committed to supporting the international promotion of the sector, enhancing the reputation of our vineyards and strengthening the global competitiveness of our wine regions."

Riccardo Guariglia, Secretary General of the Italian Ministry of Foreign Affairs:

"Wine is a symbol of Italian identity, our regions, and our cuisine, recognized by UNESCO as part of the world's cultural heritage. It is also an important driver of economic growth, with Italian wine exports worth nearly €8 billion annually. Italy is the world's leading wine exporter by volume and the second largest by value, with the United States remaining our primary export market despite the current challenges. To consolidate this leadership, it is essential to continue promoting the quality of Italian wines. Trade events such as Vinitaly play a vital role in this effort. The Italian Ministry of Foreign Affairs, through its diplomatic and consular network and Italian Cultural Institutes, in collaboration with the Italian Trade Agency and Chambers of Commerce, stands alongside businesses to support their international expansion. This is at the heart of our economic growth diplomacy, a central focus of the Ministry's daily work and the export strategy promoted by Deputy Prime Minister and Foreign Minister Antonio Tajani. When Italy's institutions and businesses work together to promote the country's excellence, results follow."

Marco Peronaci, Italian Ambassador to the United States:

"Italian wine is one of the most recognizable expressions of our country's identity. It reflects the diversity of our regions and the traditions passed down through generations of producers. It is also an industry that has demonstrated an extraordinary ability to innovate and adapt to constantly evolving markets. The United States has played an important role in this international success, becoming one of the most significant markets for Italian wine and a key partner for our producers. Italian wine exports to the United States have exceeded $1 billion, and Italy remains the leading foreign supplier to the U.S. market by volume and the second largest by value. We are working with all stakeholders across Italy's institutional and business network to further strengthen these results. Vinitaly is certainly an important showcase."

Gianluca Caramanna, Advisor for Institutional Relations to the Italian Ministry of Tourism:

"Italy also tells its story through a glass of wine. Our wines embody the history of our regions, the expertise of our producers, and the traditions of our communities. Vinitaly.USA represents a strategic opportunity to strengthen the presence of Italian excellence in the American market, which is essential to Made in Italy, while consolidating relationships with international industry professionals. Wine is also a driver of tourism development. It brings attention to small towns, rural areas, and local products, creating new economic and employment opportunities. Promoting wine tourism means enhancing Italy's appeal as a destination and sharing the identity and richness of our regions with the world."

Marco Rago, Legal Advisor to the Italian Minister of Foreign Affairs for Economic and Development Diplomacy:

"After attending the first two editions on behalf of Minister Tajani, I am here once again to witness the arrival of Vinitaly, the world's most important international wine event, in the financial and commercial heart of the United States. This significant occasion reaffirms the inseparable cultural, political, and economic ties between Italy and the United States, a partnership that represents one of the fundamental pillars of our foreign policy and, ultimately, our everyday lives. As Minister Tajani recently emphasized, our societies share a profound connection, expressed through Italian cuisine, recognized by UNESCO as world heritage, the tradition of gathering around the table, and wine itself. Wine embodies the identity of our regions and a production sector defined by passion, expertise, tradition, resilience, and craftsmanship."

Nicola Caputo, Advisor to the Italian Minister of Foreign Affairs for Exports and the Internationalization of the Agri-Food Sector:

"The strength of Italian wine in the United States lies in the richness of our native grape varieties and the distinctive identity of our wine regions. We must build on the interest in Italian cuisine and the appeal of Italy as a travel destination, strengthening the connection between wine, gastronomy, and the discovery of the places where our wines are produced. Our cultural heritage plays an important role in this effort, preserved every day by the many Italians living abroad and Americans of Italian descent. The economic growth diplomacy promoted by Minister Antonio Tajani supports Italian businesses in meeting this challenge. Vinitaly.USA has the responsibility of turning these opportunities into lasting business relationships and income for producers, including smaller wineries."

About Vinitaly.USA

Vinitaly.USA is the U.S. edition of Vinitaly, the international wine and spirits trade exhibition organized annually in Verona by Veronafiere. Created to strengthen business opportunities and market access for Italian wine in the United States, Vinitaly.USA brings together Italian producers, regional consortia, importers, distributors, buyers and other industry professionals. The third edition will take place at Pier 36 in New York on 26-27 October 2026 and is organized by Veronafiere-Vinitaly in partnership with ITA-Italian Trade Agency. The event will feature more than 300 exhibitors, B2B meetings, tastings, masterclasses and market-focused seminars, alongside wine2wine Vinitaly Business Forum, Vinitaly Tourism and educational programs by Vinitaly International Academy. Building on Vinitaly's nearly 60-year history in Verona, Vinitaly.USA extends the Vinitaly platform into the U.S. market, creating a dedicated meeting point for the Italian wine sector and the American trade.

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