The 2026 edition of wine2wine Vinitaly Business Forum / Vinitaly.USA will explore how education can strengthen the connection between Italian wine producers and the audiences that matter most: hospitality customers, wine lovers, journalists, buyers and the broader trade.
Education is no longer simply a credential. It is a form of influence.
The professionals who understand Italian wine in depth are often the same people who decide what gets listed, poured, recommended, visited, written about and remembered.
This year, wine2wine Vinitaly Business Forum / Vinitaly.USA will place these key figures at the center of the conversation, examining how education moves from the classroom to the restaurant floor, from the tasting table to the travel itinerary, and from professional certification to consumer engagement.
The programme will be structured around four main pillars:
• Train the Trade
• Sharpen the Method
• Deepen the Expertise
• Activate the Experience
Together, these pillars reflect a broader vision of wine education: not as an isolated academic exercise, but as a practical, commercial and cultural force capable of shaping how Italian wine is understood and shared in the United States.
Blind Tasting Masterclasses
Objective: to demystify the process of evaluating and scoring wines by inviting attendees to taste alongside the speakers. Participants will gain first-hand insight into the criteria and reasoning behind wine scores, making the evaluation process more transparent and accessible.
Wine Tourism & Hospitality
Objective: to provide participants with the tools to enhance wine hospitality offerings, create synergies with tourism operators and respond to new international trends. A B2B opportunity to connect with wine travel professionals from the USA, Canada, and Mexico.
Communicating Wine
From Podcasts to PR: connecting with today’s audience.
Objective: To explore the most effective strategies and channels for communicating wine in the current landscape, from digital publishing to podcasts, from PR to social media, providing producers with tools to build authentic relationships with an increasingly global, informed and diverse audience.
Wine Economics & Trade Insights
Objective: to offer, with the support of leading U.S. associations and research centers, an updated and strategic vision of the wine sector by analyzing economic data, trade trends and political scenarios in order to support Italian producers in making informed decisions regarding export, pricing and international marketing strategies.
ITA Track - North America Market Focus (Canada, USA, Mexico)
Objective: to provide participants with practical tools to understand distribution dynamics, consumption trends and commercial opportunities in North America's key wine markets through direct exchange with local experts.
wine2wine Vinitaly Business Forum welcomes you to its photo gallery.
Since its first edition in 2014, wine2wine Vinitaly Business Forum gathered hundreds of speakers and wine business experts from around the world. With updates on the latest trends, focus on international markets, and insights on key industry issues, their contributions have supported thousands of producers and wine industry players in the complex task of growing their businesses.
