Vinitaly.USA 2025 Wraps Up in Chicago With Strong Momentum for Italian Wine

Strengthening the bridge between Italy and the United States, the event welcomed more than 2,200 trade professionals from the U.S., Canada, and Mexico - a 47% increase compared to 2024.
Federico Bricolo, President of Veronafiere: "A Success for the Italian System"

CHICAGO, Oct. 9, 2025 /PRNewswire/ -- The Italian wine market in the United States is gaining new momentum thanks to Vinitaly.USA. The event's second edition, held October 5–6 at Chicago's Navy Pier, closed on a high note with optimism and renewed energy among producers, importers, and distributors after several challenging months for the industry.

A total of 250 exhibiting companies - up 20% from 2024 and representing roughly 2,000 labels - shared a common sentiment: tariff issues no longer dominate discussions. Instead, importers and distributors from across the U.S., Canada, and Mexico expressed greater confidence, engaging in concrete sales talks, tastings, and planning for new projects.

The event's diverse program - including the wine2wine Vinitaly Business Forum, sessions by the ITA - Italian Trade Agency, and Vinitaly Tourism (Veronafiere's new initiative to promote wine tourism in Italy) - explored strategies to strengthen Italy's position in its top export market, valued at €1.9 billion. Despite recent trade policy shifts, the sector is clearly entering a new phase of transformation.

A key topic was how to engage Millennials and Gen Z consumers. These digital natives live online, value authenticity over price, and are drawn to brands that reflect their lifestyle. White wines - especially Prosecco - are thriving among these younger audiences, pairing well with diverse cuisines such as Mexican and Japanese. As participants emphasized, visibility is essential: if a wine brand isn't active online or in the right digital spaces, it doesn't exist for these consumers.

Storytelling, digital engagement, and the promotion of Italy's wealth of native grape varieties—unique in the world—offer powerful opportunities for Italian wines in the U.S. Equally important are unified strategies in marketing, communication, and distribution to capture both short- and long-term growth potential.

Organized by Veronafiere–Vinitaly in collaboration with the ITA–Italian Trade Agency, Fiere Italiane, and the Italian American Chamber of Commerce Midwest–Chicago, Vinitaly.USA 2025 surpassed expectations. "Vinitaly.USA responded with determination and vision to a year of uncertainty," said Federico Bricolo, President of Veronafiere. "The 47% increase in trade professionals - over 2,200 attendees - marks a true success for the Italian system, underscored by the presence of Italy's Minister of Agriculture, Francesco Lollobrigida, ITA President Matteo Zoppas, and representatives of key institutions and industry associations."

Adolfo Rebughini, CEO of Veronafiere, added: "This year's success confirms Vinitaly's credibility and strength as a global benchmark for promoting Italian wine. Vinitaly.USA demonstrates the power of a system-based approach that connects institutions, businesses, and professionals to build a strong foundation for growth in the North American market. The increase in trade participation and high-quality networking underscore the project's strategic importance and potential."

International media presence reinforced Vinitaly's global standing, with Wine Spectator, Decanter, and Wine Enthusiast all in attendance. During the event, Wine Spectator also announced its 2026 OperaWine producer list, once again highlighting North America's central role and Italy's leadership in shaping the global wine market through innovation and identity.

Veronafiere's commitment to promoting one of Italy's leading agri-food sectors - wine, with exports exceeding €8 billion - continues beyond the U.S. The lead-up to Vinitaly Verona 2026 (April 12–15) includes a series of international events:

• Tokyo, Japan (November 17–18, 2025)
• Belgrade, Serbia (November 22–25, 2025) – Vinitaly @Wine Vision by Open Balkan
• Tirana, Albania (November 26, 2025)
• Bangkok, Thailand, and India (December 2025) – Vinitaly Preview

The 2026 international calendar will open with Vinitaly Roadshow India (Mumbai and Goa, January 16–18, 2026), followed by Warsaw, Poland (late January 2026) and Oslo, Norway (February 2026). The focus returns to Asia in March with Vinitaly China Chengdu (March 22–25, 2026), leading up to the 58th edition of Vinitaly in Verona (April 12–15, 2026).

Media contact:
Carlotta Ribolini
[email protected]

SOURCE Vinitaly.USA