VINITALY.USA 2025: The Future Routes of Italian Wine In the US

From Lambrusco and Chianti in Texas, to Amarone and Primitivo in California and Florida, Verdicchio and Soave in Colorado, up to Brunello in Arkansas:
Adolfo Rebughini, General Manager of Veronafiere: U.S. Market Far from Mature, Focus on New Growth Areas

CHICAGO, Sept. 25, 2025 /PRNewswire/ -- With 345 million liters exported in 2024 and a total import value of $2.25 billion, Italy remains a leading player in the U.S. imported wine market. Veronafiere is reinforcing this presence with Vinitaly.USA, taking place at Chicago's Navy Pier on October 5–6, will feature 250 exhibitors, representing wineries and consortia with a combined revenue of approximately $7 billion. Importers, distributors, and wine professionals are expected to attend in line with 2024, confirming the event's role as a central platform for Italian wine in the U.S.

Beyond showcasing today's success, Vinitaly.USA also looks ahead. An analysis by the Unione Italiana Vini (UIV) and Vinitaly, based on IWSR (International Wine and Spirits Record) data, the global leader in alcoholic beverages, shows that the U.S. wine market is far from mature and maps the next-generation consumers, untapped markets, and regions with the greatest growth potential, highlighting the wines with the greatest potential to drive new sales.

"75% of U.S. Italian wine consumers," said Adolfo Rebughini, General Manager of Veronafiere, "are concentrated in about fifteen states, led by California, New York, Florida, Texas, and Illinois. Today, Italian wine lovers in these states are primarily Boomers and Gen X (62%), with strong brand awareness at 72% and a purchase conversion rate of 55%. This is a solid foundation that we aim to strengthen through Vinitaly, while also reaching new audiences and emerging markets. Choosing Chicago for the event was deliberate, reflecting our commitment to supporting Italian companies in the most strategic locations for their growth in the U.S."

Mapping Future Growth: Where, Who, and What

- California & Florida: Opportunities exist among Millennials, with potential to expand both approachable reds like Lambrusco and premium structured wines such as Amarone della Valpolicella and Primitivo.
- Texas: Young consumers show potential for Chianti and Lambrusco, with interest in both light and structured reds.
- Georgia, Illinois, and North & South Carolina: Younger consumers could drive growth in fresh reds, Sicilian-style reds like Nero d'Avola and Shiraz, and sparkling wines such as Moscato d'Asti and Moscato-based spumantes.
- New York & Washington, D.C.: Millennials represent an opportunity to expand the white wine category beyond Pinot Grigio, including emerging varietals like Vermentino and Ribolla.
- Ohio: Gen Z consumers are an emerging segment with growth potential.
- Colorado & Arizona: Older consumers could be targeted with structured whites like Verdicchio and Soave, as well as premium reds.
- Arkansas: Millennials represent a key segment for structured reds like Brunello and Merlot, complemented by sparkling wines.
- Other emerging states (Louisiana, New Mexico, Indiana): These markets show growing potential for Italian wine, still below the national average, offering room for expansion.

With evolving consumption trends and growing interest among Gen Z and Millennials, Italian wine has significant opportunities to expand both geographically and across categories. Vinitaly.USA 2025 provides the ideal platform to showcase Italian wines, explore market insights, and shape the future of Italian wine in the U.S.

Alongside the trade fair, participants can join the wine2wine Vinitaly Business Forum and Vinitaly International Academy (VIA) training programs, supporting education, networking, and market development.

Media contact:
Carlotta Ribolini
[email protected]

SOURCE Vinitaly USA