Vinitaly.USA has come to New York. After two editions in Chicago, the event organized by Veronafiere and the Italian Trade Agency (ITA) makes its Manhattan debut today and tomorrow at Pier 36, with 300 Italian wine exhibitors representing some 2,500 labels and 600 international buyers.

The U.S. is a key market for Italian producers. In the first eight months of 2026, U.S. imports of Italian wine topped 2 billion dollars. ITA is renewing its commitment to promoting Italian wine and developing new business opportunities.

This morning’s ribbon-cutting was attended by Matteo Zoppas, President of ITA; Federico Bricolo, President of Veronafiere; Riccardo Guariglia, Secretary General of the Italian Ministry of Foreign Affairs and International Cooperation; Marco Peronaci, Ambassador of Italy to the United States; and Alessandro Del Piero, Lega Serie A Ambassador.

“Now more than ever, it is essential to work together as a system to support the Italian wine sector, in line with the attention the Government is devoting to the industry, from the round table launched at Palazzo Chigi by Prime Minister Giorgia Meloni to the commitment of the Ministry of Agriculture and the Foreign Ministry’s growth diplomacy,” said Zoppas. “This commitment is particularly important in the United States, our main export market. New York is a strategic gateway to the entire American market, and Vinitaly.USA, the result of the collaboration between ITA and Veronafiere, has proven to be a concrete tool for business development. With more than 300 wineries, over 2,500 labels and 600 international buyers brought in, it offers our wineries new business opportunities and new ways to strengthen their presence on the market,” he added. “Promotion is a strategic investment when markets are growing, but it becomes even more decisive in difficult times. It is precisely when the market slows down that we must speed up, not pull back.”

The President of Veronafiere shares the same view. “Wine is an economic and cultural lever for relationships between Italy and the United States,” said Bricolo. “Companies and institutions share a specific goal with Vinitaly.USA: consolidate the positioning of Italian wine on the American market. We are determined to help strengthen the competitiveness of our companies and translate the reputation of Made in Italy wine into business value.”

According to the UIV-Vinitaly Wine Observatory, Italy leads wine imports by volume, with a 30% share, and ranks second by value behind France (33% of the total). The top Italian category by consumption is sparkling wine (42%). American consumers of Italian wine number 35 million (41% of the total): Italy is the first foreign country by number of consumers and second behind California.

As for the current situation, 2026 is heading toward a negative close on the consumption side for the sixth consecutive year, with forecasts around -7%. For Italy, a 5% drop in volume is expected, with the sole exception of sparkling wines, forecast at +1%.

ITA has organized three events on Italian wine and the American market as part of the wine2wine Business Forum. Speakers at the forum “Italian Wine and America: The Outlook. Building the Next Chapter in Italy-U.S. Wine Relations” include, among others, Zoppas; Giovanni Sacripante, General Manager of Veronafiere; Bill Terlato, President and CEO of Terlato Wine Group; and Matteo Lunelli, CEO of Gruppo Lunelli.

ITA’s New York office has organized a series of communication initiatives to support the event, including a digital billboard at One Times Square, and has promoted the first Italian Wine Week, running October 12–27 with more than 100 retailers in Manhattan, Brooklyn, Queens and Jersey City. Participating retailers are featuring Italian wines with dedicated displays and promotions, and an interactive digital map shows where to find them.