Italian wine has found fresh momentum in the United States. The 2026 edition of Vinitaly.USA, held October 26–27 at Pier 36 in New York City, delivered impressive results, reinforcing the importance of the American market for Italian producers and creating new opportunities for transatlantic business.
More than 3,000 wine industry professionals attended the event, representing 40 countries and 20 U.S. states. Attendance increased 36% compared with the 2025 edition in Chicago, demonstrating growing international interest in Italian wines. The exhibition featured 300 Italian exhibitors presenting 2,500 wine labels, while more than 1,690 business meetings connected producers with potential commercial partners.
The quality of attendance was particularly encouraging. Buyers, distributors, and hospitality professionals represented 60% of registered participants. Veronafiere and the Italian Trade Agency selected and invited nearly 800 leading buyers from the United States, Canada, and Mexico, accounting for approximately 27% of total attendance.
These results confirm a clear strategic priority for Italian wine companies: strengthening their presence in America.
According to an internal survey conducted by Unione Italiana Vini (UIV), nearly 75% of participating companies identified the United States as the market where Italian promotional resources should be concentrated. The figures explain this confidence. Italian wine exports to America reached approximately €1.76 billion in 2025, making the United States Italy's leading foreign wine market by value.
Despite international trade uncertainties and tariffs, Italian producers recognize substantial opportunities for expansion. UIV, which represents more than 900 members accounting for approximately 85% of Italian wine exports, continues to advocate coordinated investment, stronger distribution networks, and closer cooperation between businesses and institutions.
Consumer data offers additional reasons for optimism. Approximately 35 million Americans already drink Italian wine, while more than 50 million U.S. wine consumers represent a potential market for Italian producers. Reaching younger generations and introducing consumers to Italy's extraordinary regional diversity could unlock considerable growth.
Education also played an important role in New York. The Vinitaly International Academy certified 27 Italian Wine Ambassadors, including two professionals renewing their credentials. The intensive program welcomed 36 participants, featured tastings of 47 Italian wines, and expanded an international network that now includes 550 certified ambassadors, 22 Italian Wine Experts, and a broader community exceeding 1,500 members.
The event also highlighted the relationship between wine and tourism. Research among American travelers found that 79% associate Italy with authentic food and wine experiences, while 47% expressed interest in visiting Italy for a wine-related experience within the next 24 months.
For Italian wineries, the implications extend beyond immediate sales. Wine represents regional identity, craftsmanship, hospitality, and an enduring cultural connection between Italy and America.
With expanding professional networks, greater educational investment, and enthusiastic American consumers, Vinitaly.USA's successful New York debut signals an encouraging future for one of Italy's most recognizable exports – and another opportunity to strengthen economic and cultural ties across the Atlantic.
