VINITALY.USA: POSITIVE SIGNALS FROM THE WINDY CITY
FOR ITALIAN WINE IN THE UNITED STATES
MORE THAN 2,200 (+47% OVER 2024) OPERATORS FROM USA, CANADA AND MEXICO
Bricolo (President of Veronafiere: “Success for our country system”
Chicago, 7 October 2025 – The Italian wine market in the United States gets going again at Vinitaly.USA. The second edition of the show at the Navy Pier in Chicago closed last night with a very positive atmosphere and a widespread sensation of effective responses among producers, importers, and distributors to the turbulence experienced in recent months. The perception expressed by the 250 companies attending the exhibition is unanimous (20% more than last year, displaying 2,000 labels): Tariffs were no longer the main issue of discussion during meetings, and importers and distributors – mostly from the USA, Canada and Mexico – were more optimistic and willing to discuss sales plans, enjoy tastings and talk about new projects.
Furthermore, numerous discussions on the calendar of Vinitaly.USA, wine2wine Vinitaly Business Forum, ITA-Italian Trade Agency, and Vinitaly Tourism, the new Veronafiere initiative that promotes incoming wine tourism in the region, saw suggestions and recommendations emerge about tackling the leading market for Italian wine exports (worth €1.9 billion) which, over and above the recent tariff policy, is experiencing a momentous change.
One of the main topics that came to the fore was the involvement of Millennials and Gen Z. These young consumers are digital natives, they live with smartphones in their hands and interact primarily online. These consumer groups audiences value authentic stories and lifestyle connections over price and are willing to spend more on products that represent them. White wines, especially Prosecco, are thriving in this market segment, pairing well with cuisines as different as Mexican and sushi. The importance of visibility was highlighted: If a wine brand has no presence online or in the right contexts, they might as well not exist for these younger consumers.
Storytelling, digital engagement, and promoting native grape varieties - something which is rich and unique in Italy - are the best opportunities for Italian wines in the USA; a unified and consistent approach to marketing, communication and distribution is also a key lever for grasping present as well as long-term opportunities.
Organized by Veronafiere-Vinitaly with ITA-Italian Trade Agency, Fiere Italiane and the Italian-American Chamber of Commerce of the Midwest-Chicago, "Vinitaly.USA responded with determination and planning to the uncertain context that has affected the scene over the past year. This is demonstrated by the significant increase in sector operators (more than 2,200), up by 47% compared to the 2024 edition," said the President of Veronafiere, Federico Bricolo. "Success for the country system, starting with attendance by the Minister of Agriculture Francesco Lollobrigida of behsalf of the Itlaian government, the president of ITA-Italian Trade Agency, Matteo Zoppas, as well institutions and trade associations."
"The success of this edition," as General Manager of Veronafiere, Adolfo Rebughini, pointed out, "confirms the credibility and strength of the Vinitaly brand, acknowledged in Italy and worldwide as a landmark platform for promoting Italian wine. Vinitaly.USA demonstrates the strength of a systemic approach capable of networking institutions, companies and operators to build a stable foundation for development on the North American market. Growth in attendance by operators and networking quality further consolidate the value of the project and its strategic potential to strengthen business relationships and open new opportunities. Against this background, attendance by the main international trade publications – including Wine Spectator, Decanter, and Wine Enthusiast – confirms the global status of the Vinitaly brand. During Vinitaly.USA, Wine Spectator in person announced the new list of producers selected for OperaWine 2026, once again emphasising the central role of the North American market and Italy's ability to play a leading role in the evolution of international wine markets through innovation and identity."
Veronafiere's commitment to promoting wine as one of Italy's leading Italian agri-food sectors - posting overall exports worth more than 8 billion euros – does not end with the US trip but will also see previews, roadshows and trade fair initiatives continue until Vinitaly itself in Verona (12-15 April 2026) through stop-offs in Japan (Tokyo, 17-18 November), Serbia with Vinitaly @Wine Vision by Open Balkan (Belgrade, 22-25 November), and Albania (Tirana, 26 November). 2025 will close with Vinitaly Preview events in Thailand (Bangkok) and India (December). Veronafiere's 2026 international calendar currently includes Vinitaly Roadshow India (Mumbai and Panaji – Goa, 16 and 18 January 2026), followed by Poland (Warsaw, end of January 2026) and Norway (Oslo, February). Asia returns to the heart of the internationalization strategy in March with Vinitaly China Chengdu (22-25 March), before returning to Verona for the 58th edition of Vinitaly (12-15 April 2026).
Corporate & Product Communication Veronafiere
Director Carlo Alberto Delaini T. 045.8298242-427| M +39 3357367388
Veronafiere Press Office
Francesco Marchi T. 045 8298350 | M. +39 33426560174; Giorgia Dusi M. +39 3316406192 | E-mail: [email protected]
E-mail: [email protected] Web: veronafiere.it
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