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Navigating Tariffs: Italian Wine's Future in the U.S.

On May 5, 2025, a high-level roundtable hosted by Veronafiere and the Italian Trade Agency (ITA) convened in Washington, D.C., entitled "Inside Italian Wine's Next Move in America." This event gathered prominent figures from the U.S. wine trade, Italian institutions, and policymakers to strategize amidst the rising uncertainty surrounding tariffs and evolving consumer preferences.

As the predominant imported wine category in the United States, Italian wine accounts for a remarkable 33% market share, making it a vital asset for Italy, especially considering that the U.S. represents 24% of total Italian wine exports. The meeting took place just ahead of the second annual Vinitaly.USA event scheduled for October 5–6 in Chicago, which promises to be another significant milestone for Italian wine in the American market.

Engaging Discussions on Tariffs and Market Dynamics

At the roundtable, key speakers addressed the pressing nature of ongoing tariff uncertainties. Federico Bricolo, President of Veronafiere, underscored that even minor tariff increases could destabilize a competitive market like that of the U.S. He emphasized that direct engagement and strengthened relationships between producers and importers are essential. Bricolo articulated, "A well-established relationship can endure cost pressures and policy shifts, allowing both parties to adapt and thrive."

Matteo Zoppas, President of ITA, echoed these sentiments, expressing concerns over the impact of tariffs on exports. He remarked, "Tariffs damage the trade by creating market instability, even before their implementation." The relationship between Italian wine producers and their U.S. counterparts is further emphasized by the fact that for every dollar earned by an Italian vineyard, the U.S. economy benefits by approximately $4.52. This statistic highlights the complex three-tier distribution system in the U.S. that aids in building balance in the markets.

Adolfo Rebughini, General Manager of Veronafiere, highlighted the consumer perspective, stating, "Tariffs will escalate consumer prices significantly. For instance, a mid-range bottle of Prosecco priced at $10.99 may rise to $12.99 due to the imposition of tariffs. Hence, initiatives like Vinitaly.USA are paramount as they not only promote Italian wine but also assist in fortifying the bonds between producers and importers. This ensures that both sides are better equipped to navigate challenges in the long-term.”

Collaboration and Future Initiatives

Throughout the discussions, the need for continuous collaboration and renewed investment by Italian producers in the U.S. market was abundantly clear. Participants pointed toward market diversification opportunities into countries such as Canada, Mexico, Brazil, and various regions in Asia as a necessity to secure future growth.

Following the roundtable, a white paper summarizing insights and strategic recommendations will be developed, aiming to have a lasting impact on the wine trade's trajectory. This document will be made available through the official Vinitaly and Vinitaly.USA platforms to ensure the wider industry can benefit from its findings.

What to Expect at Vinitaly.USA 2025

Looking ahead, the upcoming Vinitaly.USA, returning for its second edition in October, is anticipated to surpass its inaugural success. The first edition brought together 230 producers and showcased over 1,650 wines, drawing in more than 1,500 qualified trade professionals and media representatives. The 2025 event is poised to exceed these figures, solidifying its role as a premier destination for North America's wine community.

As notable figures such as Italy's Ambassador to the United States, Mariangela Zappia, engage in these discussions, the commitment to maintaining and expanding Italian wine's presence in the U.S. market remains unwavering. The challenges posed by tariffs and changing consumer dynamics are substantial, but through united efforts, the Italian wine industry aims for resilience and growth in this vital market.