Italian wine is symbolically taking to the field at the 2026 World Cup with an initiative aimed at strengthening its image on international markets. The World Cup in the United States is taking shape: National Italian Wines, a project promoted by Coldiretti to showcase the country's winemaking heritage through an international promotion strategy.
The initiative was presented in New York, the city currently hosting one of the most important events on the global sports calendar and also a major economic and commercial hub for Made in Italy products. The goal is to leverage the high visibility of the World Cup to promote Italian wine as a symbol of quality, culture, terroir, and tradition.
