VINITALY.USA HEADS TO NEW YORK WITH 600+ BUYERS ALREADY REGISTERED AND A SOLD-OUT SHOW FLOOR

Veronafiere's President Bricolo highlights the strengthened buyer presence at the event featuring 300 Italian exhibitors and approximately 2,500 wines on October 26-27 at Pier 36

NEW YORK, Sept. 18, 2026 /PRNewswire/ -- The buyer outreach and selection campaign is entering its final phase ahead of the 3rd edition of Vinitaly.USA, scheduled for October 26 and 27 at Pier 36 in New York, the large multipurpose venue on Manhattan's Lower East Side overlooking the East River. More than 600 buyers (importers, distributors and HoReCa operators) have already registered with Veronafiere, which, together with the ITA – Italian Trade Agency, is actively recruiting buyers not only in the United States but also in Canada and Mexico.

"We are implementing targeted outreach efforts alongside institutions, focusing on industry professionals to ensure that Vinitaly.USA has a strong business profile," said Federico Bricolo, President of Veronafiere. "The goal is to offer Italian companies concrete opportunities to consolidate their presence, establish new commercial relationships, and reach additional sales channels in the United States, which remains the primary non-EU market for our wine. The fact that more than 600 buyers have already registered more than a month ahead of the event is a significant initial result, not only in terms of numbers. The list includes numerous buyers engaging with the Italian wine sector for the first time: this kind of participation will help expand the network of contacts and generate further opportunities for Italian wineries."

On the exhibitor side, the approximately 118,400 square feet of exhibition space at Pier 36 are officially sold out. Thanks in part to the support of ITA, Italian participation has grown to 300 exhibitors, including companies, regional groups and associations (Friuli Venezia Giulia, Lazio, Sardinia, Enoteca Regionale dell'Umbria, Enoteca Regionale Emilia Romagna, Italia del Vino, and the Matelica Wine Producers Cooperative) and consortia (Asti DOCG, Brunello di Montalcino, Prosecco DOC, Vini d'Elba, Lugana DOC and Delle Venezie DOC). The total wines on show amount to approximately 2,500 labels.

The event, scheduled for October 26 and 27, will also feature a series of initiatives organized by SOL Expo to promote Italian extra virgin olive oil and provide producers with visibility, particularly within the HoReCa channel, as well as Vinitaly Tourism, the Veronafiere format dedicated to promoting Italian wine tourism in a market with significant growth potential for experiences connecting wine, terroir, and local culture.

The "U.S. Market and Wine Tourism Report" — conducted by the Italian Food and Wine Tourism Association, chaired by Roberta Garibaldi, on behalf of Vinitaly Tourism and based on a CAWI survey of 750 U.S. tourists — indicates that 79% of respondents identify Italy as a destination capable of offering authentic food and wine experiences, and 47% is considering a trip to Italy that includes at least one wine tourism experience within the next 24 months. This interest also highlights the appeal of combining wine with the broader destination experience: 66% of respondents believe that integrating wine experiences with historic cities and cultural sites increases Italy's appeal.

Among the regions considered by prospective American wine tourists, Sicily (82%), Tuscany (81%) and Piedmont (56%) rank prominently. Other wine destinations and regions include the Amalfi Coast (67%), the Prosecco area (60%), Chianti (59%), Etna (58%), Montalcino (56%), Cinque Terre and Montepulciano (55%), Franciacorta (54%), Langhe/Barolo (53%), and Valpolicella (52%).

The event program will once again feature the wine2wine Vinitaly Business Forum.. This year, it will address education and training as drivers of market development and the international positioning of Italian wine. The two-day event will focus on four thematic areas: Train the Trade, specifically targeting buyers, importers, distributors, retailers, and hospitality professionals; Sharpen the Method, focused on tasting and sensory analysis skills; Deepen the Expertise, dedicated to expanding knowledge of wine regions, native Italian grape varieties, sustainability and international markets; and Activate the Experience, focused on wine tourism, storytelling, digital communications, and consumer experiences.

In addition, on Monday, October 26, Wine Spectator will announce the wineries selected for Vinitaly OperaWine 2027 that will take place at the Gallerie Mercatali in Verona onSaturday, April 10, 2027.

For additional information please visit www.vinitalyusa.com

Media Contact
Bianca Panichi
[email protected]

SOURCE Vinitaly.USA