Italian Wine Industry Sees Surge in US Demand at Vinitaly.usa Chicago – Breaking News

Chicago, IL – October 6, 2024 – The US remains a vital market for Italian wine, a message powerfully reinforced by the resounding success of the second edition of Vinitaly.usa, held at Navy Pier in Chicago this week. With over 250 Italian exhibitors and more than 1,500 buyers in attendance, the event signals continued strength and opportunity for the ‘Made in Italy’ brand, even amidst global trade complexities. This is breaking news for the wine industry, and a significant win for Italian exporters.

Government Backing and Export Goals

Italian Minister of Agriculture Francesco Lollobrigida inaugurated the event, emphasizing the irreplaceable nature of the US market and the importance of continued investment. He expressed optimism for the future, highlighting the collaborative “Italy system” working to promote the unique qualities of Italian wine. Vice-President of the Council and Minister of Foreign Affairs Antonio Tajani further underscored government commitment, announcing a goal of 700 billion euros in exports by the end of the legislature, with a dedicated export action plan targeting both established and emerging markets. A key component of this support is a newly established “Task Force Dazi” at the Ministry, designed to assist companies navigating trade challenges.

Expanding the Consumer Base: Beyond the Traditional

Vinitaly.usa isn’t just about maintaining current sales; it’s about future-proofing the industry. Current Italian wine consumers in the US are largely concentrated in fifteen states – California, New York, Florida, Texas, and Illinois leading the way – and tend to be Caucasian, Boomers or Gen X, and female. However, the UIV-Vinitaly Observatory, in partnership with IWSR, reveals a shifting demographic. The next wave of Italian wine lovers are likely to be Gen Z and Millennials of Latin American or Afro-descent, residing in states like Texas, Illinois, California, South Carolina, and Georgia. This represents a significant opportunity for growth, and Vinitaly.usa is strategically positioned to intercept this emerging demand.

Navigating Trade Challenges and Boosting Value

The event comes at a crucial time, responding directly to concerns surrounding tariffs and trade uncertainties. Federico Bricolo, President of Veronafiere, described Vinitaly.usa as “the response of Italian wine to the duties.” Discussions surrounding these duties were a central theme at the Wine2Wine Business Forum, featuring insights from Benjamin Aneff, President of the US Wine Trade Alliance. The economic impact extends beyond Italian producers; US commercial partners currently generate over $10 billion in value from Italian wine sales, more than four times the $2.2 billion in direct revenue for Italian companies.

Key Players and Future Outlook

Organized by Veronafiere-Vinitaly, ITA – Italian Trade Agency, Italian fairs, and the American Italian Chamber of Commerce of Midwest -Cheficago, Vinitaly.usa drew top-tier buyers including Top-Like Wines, Viaas, Third Wines, More Than Grapes, Winebow Fine Wine & Spirits, and Eagle Eye Wines. The event also featured prominent figures like Italian Ambassador to the USA, Marco Peronaci, and leaders from various Italian agricultural and trade organizations. Looking ahead, Kristian Ghedina, a former World Cup skier and sommelier, has been appointed as the Ambassador for Vinitaly.usa 2025, signaling a continued commitment to innovation and outreach.

The success of Vinitaly.usa underscores the enduring appeal of Italian wine in the US market. By proactively adapting to evolving consumer demographics and addressing trade challenges head-on, the Italian wine industry is poised for continued growth and success, solidifying its position as a global leader. This event isn’t just a trade show; it’s a strategic investment in the future of Italian wine, and a testament to the power of collaborative ‘country system’ support. Stay tuned to archyde.com for ongoing coverage of the wine industry and international trade developments.

Image: Veronafiere press office