The countdown to Vinitaly.Usa No. 3 begins, with 2,500 wines in the spotlight

The United States market remains, by far, the No. 1 destination for Italian wine exports, despite the decline recorded due to various factors, ranging from tariffs to changing consumer habits. The figures speak for themselves: according to Istat data analyzed by WineNews, from January to May 2026, Italian wine exports to the U.S. totaled 709 million euros in value and 141.5 million liters in volume. It is sufficient to think that Germany and the United Kingdom, the No. 2 and No. 3 most important export markets for Italian wine, imported a combined 717.6 million euros worth of Italian wine during the first five months of 2026, only slightly more than the U.S. Alone. Without forgetting that in 2025, the United States accounted for nearly one quarter of Italy total wine exports, with 1.75 billion euros out of 7.7 billion euros. This is why the U.S. continues to be a market that must be cultivated and monitored closely, with ongoing investments and sustained attention. It is therefore fitting that Vinitaly.USA No. 3 will take place in one of the country most important hubs, New York City, on October 26th and 27th at Pier 36, the major multipurpose exhibition and event venue on Manhattan Lower East Side overlooking the East River (officially presented on July 5th aboard the prestigious training ship Amerigo Vespucci).
Meanwhile, the invitation and buyer selection campaign is entering its final stretch. To date, more than 400 buyers, including importers, distributors, and Horeca professionals, have already registered with Veronafiere, which, together with Ita - Italian Trade Agency, is carrying out promotional activities not only in the United States but also in Canada and Mexico. On the supply side, the 11,000 square meters of exhibition space at Pier 36 are officially sold out. Thanks in part to Ita support, the Italian contingent, including individual companies, regional and trade associations (including Friuli-Venezia Giulia, Lazio, Sardinia, Umbria, the Emilia-Romagna Regional Wine Enoteca, Italia del Vino, and the Matelica Winegrowers Cooperative), as well as consortia (Asti DOCG, Brunello di Montalcino, Prosecco DOC, Vini dell’Elba, Lugana DOC, and Delle Venezie DOC), has grown to 300 exhibitors. Together, they will showcase approximately 2,500 wine labels in New York.
Also scheduled for October 26 and 27, there is a series of initiatives organized by Sol Expo to promote Italian extra virgin olive oil (Evoo) and provide producers with a strong presence, particularly within the Horeca channel. In addition, Vinitaly Tourism, Veronafiere format dedicated to promoting Italian wine tourism, will be featured in a market that demonstrates significant growth potential for this segment, which connects wine, territories, and experiences. The wine2wine Vinitaly Business Forum program has also been confirmed. Running alongside Vinitaly.USA, this year forum will focus on education and training as strategic tools for market development and the international positioning of Italian wine. The two-day event will revolve around four key thematic areas: Train the Trade, dedicated to the training of buyers, importers, distributors, retailers, and hospitality professionals;
Sharpen the Method, focused on tasting skills and sensory analysis; Deepen the Expertise, exploring wine regions, native grape varieties, sustainability, and international markets; Activate the Experience, centered on wine tourism, storytelling, digital communication, and consumer-focused experiences. In addition, on October 26th, “Wine Spectator” will announce the wineries selected for Vinitaly OperaWine 2027, scheduled to take place at the Gallerie Mercatali in Verona on April 10th, 2027. Meanwhile, Americans continue to show a special affinity for Italy and its food and wine excellence. According to the report “The U.S. Market and Wine Tourism”, produced by Aite - Italian Association for Food and Wine Tourism, chaired by Roberta Garibaldi, for Vinitaly Tourism, and basing on a Cawi survey of 750 American tourists  - 79% of respondents recognize Italy as a destination capable of offering authentic food and wine experiences, while 47% consider a trip to Italy that includes at least one wine tourism experience within the next 24 months to be desirable. This inclination rewards the combined discovery of wine and territory: 66% of respondents believe that integrating wine experiences with historic cities and cultural sites enhances Italy appeal. Among the Italian regions considered by potential American wine tourists, Sicily (82%), Tuscany (81%), and Piedmont (56%) stand out. Other highly regarded wine destinations include the Amalfi Coast (67%), the Prosecco area (60%), Chianti (59%), Etna (58%), Montalcino (56%), Cinque Terre (55%), Montepulciano (55%), Franciacorta (54%), Langhe/Barolo (53%), and Valpolicella (52%).
“Together with the institutions, we are carrying out a targeted scouting activity aimed at professional operators in the sector to ensure that Vinitaly.USA maintains a strong business profile  - explains Federico Bricolo, president of Veronafiere - our goal is to provide Italian companies with concrete opportunities to strengthen their market presence, establish new business relationships, and access additional sales channels in the United States, which remains the leading non-EU market for Italian wine even under current market conditions. The more than 400 buyers already registered, over a month before the event, represent a significant first achievement, not only in quantitative terms. Many of them are demand-side professionals who are approaching Italian wine for the first time. Their participation can broaden the network of industry contacts and generate further opportunities for our companies”.