The Growing Popularity of Brunello di Montalcino in the U.S. Market

Rising Popularity of Brunello di Montalcino

Brunello di Montalcino, a premium wine from Italy, is experiencing remarkable growth in the U.S. market. Recent data highlights a +7.7% increase in volume and a +2% increase in value for the year 2025. This surge outpaces both the broader U.S. wine market and Italian wines overall, solidifying Brunello's status as one of the most coveted wines in the United States.

As consumers' palates evolve, the Southern United States has emerged as a key consumption hub, particularly in Texas, where nearly half of the volume growth is concentrated, showing close to a +9% increase. Giacomo Bartolommei, the President of the Consorzio del Vino Brunello di Montalcino, attributes this enthusiasm to the wine's enduring appeal among American consumers and trade, stressing that the United States remains the brand's leading export market.

Upcoming Events: Benvenuto Brunello 2026

To capitalize on this growing interest, the Consorzio del Vino Brunello di Montalcino will host a series of events in 2026 dubbed "Benvenuto Brunello." On February 24, 48 producers will present new vintages, including Brunello 2021 and Brunello Riserva 2020, in New York City's 583 Park Avenue. This event targets trade professionals and media, allowing for an in-depth exploration of the wines. Following this, a consumer-focused tasting is scheduled for February 25, in partnership with Millesima. This will provide an opportunity for collectors and wine enthusiasts to sample these iconic wines alongside the producers themselves.

In Texas, a series of masterclasses led by Master of Wine Gabriele Gorelli is set for March 3 and 4 in Dallas and Austin. Named "Brunello 2021 Decoding the Vintage," these sessions will delve into a vintage that has received considerable acclaim in both Italy and the U.S., further emphasizing Texas's vital role in the Brunello market.

Participating Wineries and Quality Commitment

Over the years, the Consortium has fostered a collective of old and new wineries, all committed to producing top-quality wines while respecting nature. The organization not only facilitates member participation in trade fairs and international events but also manages public relations and presents the Montalcino wines through various publications and online platforms.

Wineries participating in the Benvenuto Brunello 2026 events include renowned labels such as Banfi, Altesino, and Frescobaldi, among others, showcasing the breadth and depth of quality within the Brunello category. This commitment to excellence and tradition is what makes Brunello di Montalcino stand out in the competitive landscape of premium wines.

As the interest in Brunello di Montalcino continues to rise, both producers and consumers look ahead to a future where this exquisite wine maintains its prestigious position in the U.S. wine market. The upcoming Benvenuto Brunello events promise to strengthen connections between producers and enthusiasts while celebrating the quality that Brunello di Montalcino has to offer. With its potential for aging and unique identity, Brunello di Montalcino is firmly establishing itself as a lasting favorite among American wine drinkers.