Vinitaly.USA 2025
The Italian wine sector is experiencing a resurgence in the United States, highlighted by the successful conclusion of Vinitaly.USA 2025, which took place from October 5 to 6 at Chicago’s Navy Pier. The event attracted over 2,200 trade professionals from the U.S., Canada, and Mexico, marking a remarkable 47% increase in attendance compared to the previous year.
With a total of 250 exhibiting companies showcasing approximately 2,000 labels, the second edition of Vinitaly.USA demonstrated renewed optimism among producers, importers, and distributors. After facing several challenging months, the mood shifted as discussions moved away from tariff issues toward concrete sales opportunities and strategic planning.
The event featured a diverse array of programming, including the wine2wine Vinitaly Business Forum and sessions organized by the ITA (Italian Trade Agency). A new initiative, Vinitaly Tourism, aimed at promoting wine tourism in Italy, also garnered attention. These efforts are part of a broader strategy to enhance Italy’s position in the U.S. wine market, which is currently valued at €1.9 billion.
Key discussions during the event focused on engaging younger consumers, particularly Millennials and Generation Z. These digital-native audiences prioritize authenticity and are increasingly drawn to brands that resonate with their lifestyles. White wines, especially Prosecco, have found a strong following among these groups, as they complement a range of cuisines, including Mexican and Japanese. Participants emphasized the importance of visibility in the digital realm; brands that are not active online struggle to connect with younger consumers.
Vinitaly.USA 2025 was organized by Veronafiere, in collaboration with the ITA, Fiere Italiane, and the Italian American Chamber of Commerce Midwest. Federico Bricolo, President of Veronafiere, expressed pride in the event’s success, stating, “The 47% increase in trade professionals marks a true success for the Italian system.” The event was further underscored by the attendance of prominent figures, including Italy’s Minister of Agriculture, Francesco Lollobrigida, and ITA President Matteo Zoppas.
Adolfo Rebughini, CEO of Veronafiere, echoed this sentiment, noting, “This year’s success confirms Vinitaly’s credibility and strength as a global benchmark for promoting Italian wine.” The high level of participation and quality networking opportunities highlighted the strategic significance of the event for the North American market.
The presence of international media outlets like Wine Spectator, Decanter, and Wine Enthusiast further solidified Vinitaly’s global standing. During the event, Wine Spectator announced its 2026 OperaWine producer list, reaffirming North America’s pivotal role and Italy’s leadership in the global wine industry.
Veronafiere’s commitment to advancing Italy’s wine sector, which boasts exports exceeding €8 billion, remains steadfast. As Vinitaly prepares for its next major event, Vinitaly Verona 2026, scheduled for April 12 to 15, 2026, the organization is also planning a series of international events leading up to it. These will take place in locations such as Tokyo, Belgrade, Tirana, Bangkok, and India.
The 2026 international calendar will kick off with the Vinitaly Roadshow in India from January 16 to 18, 2026, followed by events in Warsaw and Oslo. The focus will return to Asia with the Vinitaly China Chengdu event from March 22 to 25, 2026, leading to the highly anticipated Vinitaly in Verona.
As the Italian wine sector looks to the future, the momentum generated at Vinitaly.USA 2025 clearly illustrates the potential for growth and innovation in this vital industry.
