Bricolo (President, Veronafiere): stronger incoming attracts new buyers to expand opportunities
Verona, September 10 2026. The campaign to invite and select buyers continues towards its final rush for the 3rd edition of Vinitaly.USA scheduled October 26th and 27th at Pier 36 in New York, the large multi-purpose venue on the Lower East Side Manhattan, overlooking the East River. More than 400 buyers (importers, distributors and Horeca operators) have already registered with Veronafiere - active, together with ITA-Italian Trade Agency, not only in the United States but also in Canada and Mexico.
“We are implementing targeted scouting efforts alongside institutions focusing on professional operators in this sector to ensure that Vinitaly.USA achieves an effective business profile," said the President of Veronafiere, Federico Bricolo. “The goal is to offer Italian companies concrete opportunities to consolidate their presence, initiate new commercial relationships, and reach additional sales channels in the United States, which remains the primary non-EU market for our wine, even in the current economic climate. That over 400 buyers have already registered more than a month in advance of the event is a significant initial result, not only in terms of numbers. The list includes numerous professionals in the purchasing sector approaching Italian wine for the first time: this kind of attendance will help expand the network of contacts and generate further opportunities for Italian wineries.”
On the supply side, the 11,000 square meters of exhibition space at Pier 36 are officially sold out. Thanks not the least to ITA, the Made in Italy contingent of companies, regional collectives and associations (Friuli Venezia Giulia, Latium, Sardinia, Enoteca Umbria, Regionale Emilia Romagna, Italia del Vino, Matelica Wine Producers Cooperative) and consortia (Asti Docg, Brunello di Montalcino, Prosecco Doc, Vini d'Elba, Vini Lugana Doc and Vini delle Venezie Doc) has grown to 300 exhibitors presenting roughly 2,500 labels in New York.
The event scheduled October 26th and 27th also boasts a series of initiatives organised by SOL Expo to promote Italian extra virgin olive oil and provide producers with visibility, especially in the Horeca channel, and Vinitaly Tourism, the Veronafiere format promoting Italian wine tourism in a market characterized by high growth potential in this segment linking wine, regions, and experiences.
The “US market and wine tourism report” - conducted by the Italian Food and Wine Tourism Association, chaired by Roberta Garibaldi, on behalf of Vinitaly Tourism involving a CAWI survey of 750 US tourists - indicates that 79% of interviewees recognize Italy as a destination capable of offering authentic food and wine experiences, while 47% view a trip to Italy as desirable with at least one wine tourism experience in the next 24 months. This propensity rewards the discovery of the wine and territory combination: 66% of the sample felt that integration of wine experiences, historic cities, and cultural sites increases Italy's appeal. The regions taken into consideration by potential American wine tourists especially include Sicily (82%), Tuscany (81%) and Piedmont (56%). Other wine destinations and regions include the Amalfi Coast (67%), the Prosecco area (60%), Chianti (59%), Etna (58%), Montalcino (56%), Cinque Terre and Montepulciano (55%), Franciacorta (54%), Langhe/Barolo (53%) and Valpolicella (52%).
The schedule for the show again confirms the wine2wine Vinitaly Business Forum held alongside the Vinitaly.USA programme. This year, it will address the topic of training as a lever for the market and international positioning of Italian wine. The two-day event: will focus on four thematic areas: Train the Trade, specifically buyers, importers, distributors, retailers and hospitality operators; Sharpen the Method, focused on tasting and sensory analysis skills; Deepen the Expertise, to learn more about local areas, native Italian grape varieties, sustainability and international markets; Activate the Experience, targeting wine tourism, storytelling, digital communications and consumer experiences. Moreover, on Monday 26th October Wine Spectator will announce the protagonists of Vinitaly OperaWine 2027 (Gallerie Mercatali – Verona, Saturday 10 April).