ITALIAN TRADE AGENCY LAUNCHES INAUGURAL 'ITALIAN WINE WEEK' RETAIL ACTIVATION ACROSS NEW YORK CITY

Citywide 'Italian Wine Week' Activation Targets NYC Retailers to Expand Trade Engagement and Consumer Reach.

NEW YORK, Sept. 24, 2026 /PRNewswire/ -- The Italian Trade Agency has announced the launch of Italian Wine Week, a citywide retail initiative taking place across the New York Metropolitan Area from October 12 to October 25, 2026. The two-week campaign brings together more than 100 wine retailers across Manhattan, Brooklyn, Queens, and Jersey City to highlight the variety, heritage, value, and excellence of Italian winemaking.

Italian Wine Week serves as the public-facing gateway to Vinitaly USA, the flagship international exhibition of Italian wine taking place at Pier 36 on October 26 and October 27, 2026. While the Pier 36 event remains an industry-only gathering for trade and media professionals, Italian Wine Week extends that focus out to neighborhood bottle shops where consumers buy their wine every day.

"Italian wine is a cornerstone of New York's vibrant culinary culture," said Erica Di Giovancarlo, Trade Commissioner & Executive Director for the USA. "Through Italian Wine Week, we are highlighting wine shops where consumers can discover the extraordinary variety of Italian wines through special discounts and unique tastings. Leading into the New York City debut of Vinitaly USA, more than 300 Italian wine producers and 400+ qualified trade professionals will gather for two days of tastings, networking, and business opportunities. Together, these initiatives connect Italian producers, the U.S. wine trade, and consumers while showcasing the diversity and quality of Italian wine."

Through an interactive digital map on the official campaign website, consumers can easily locate participating neighborhood bottle shops across the city. Each destination will feature dedicated Italian Wine Week displays alongside exclusive store-specific promotional offers throughout the activation.

For participating wine shops, the program provides point-of-sale display kits, media promotion across local channels, and complimentary trade passes for store buyers and staff to attend Vinitaly USA. Qualifying retailers carrying Italian wines are invited to join the program at no cost by registering on the official campaign landing page.

For more information about Italian Wine Week, to view the interactive retailer map, or to register as a participating retailer, visit https://www.italianwineweeknyc.com/.

ABOUT THE ITALIAN TRADE AGENCY
ITA - Italian Trade Agency is the Governmental agency that supports the business development of our companies abroad and promotes the attraction of foreign investment in Italy. With a motivated and modern organization and a widespread network of overseas offices, ITA provides information, assistance, consulting, promotion, and training to Italian small and medium-sized businesses. Using the most modern multi-channel promotion and communication tools, it acts to assert the excellence of Made in Italy in the world.

SOURCE Italian Trade Agency