#United States #Chicago #Italian Wine #Vinitaly #Prosecco

Vinitaly.USA 2025 Concludes with Positive Energy in Chicago

The second edition of Vinitaly.USA took place on October 5-6, 2025, at Chicago's Navy Pier, marking a significant moment for the Italian wine industry in the United States. This year’s event attracted more than 2,200 professionals from the wine trade, representing a remarkable 47% increase compared to the previous year. The event highlighted the strong connections being forged between Italy and the North American market,

The number of exhibitors also reflected this thriving environment, with 250 companies participating, a 20% rise from last year. These exhibitors presented approximately 2,000 wine labels, showcasing an impressive array of Italian wines that are finding their place in the hearts of consumers across the United States, Canada, and Mexico. The prevalent mood among attendees suggested a significant shift; conversations focused less on tariff issues and more on concrete sales opportunities and engaging discussions on future wine projects.

Central to the event was the wine2wine Vinitaly Business Forum, which provided an essential platform for sharing ideas and strategies to fortify Italy’s standing within its top export market, valued at €1.9 billion. Reflecting on the challenging months preceding the event, producers, importers, and distributors conveyed a renewed sense of optimism and direction as they eased into productive dialogues and tastings.

Engaging the Younger Generations

An important theme discussed at Vinitaly.USA 2025 was how to captivate the interest of Millennials and Generation Z consumers. These younger generations prioritize authenticity and innovative brands that resonate with their lifestyles. White wines, particularly Prosecco, emerged as favorites, harmoniously pairing with a variety of international cuisines such as Mexican and Japanese. As highlighted by industry experts, digital visibility is paramount; a wine brand absent from online engagements risks being overlooked by this audience. Thus, effective storytelling and robust digital marketing are essential.

The richness of Italy's native grape varieties presents unique opportunities in the advertising of Italian wines, but a unified approach in marketing and distribution is necessary for maximizing both immediate and long-term growth in the market. Moving forward, brands must prioritize their online presence to engage effectively with consumers and enhance sales.

Celebrating a Milestone

Vinitaly.USA 2025 was organized by Veronafiere in partnership with the Italian Trade Agency (ITA), Fiere Italiane, and the Italian American Chamber of Commerce Midwest. Federico Bricolo, President of Veronafiere, remarked on the event’s success: “Vinitaly.USA responded with determination and vision to a year of uncertainty.” The presence of notable figures, including Italy's Minister of Agriculture, Francesco Lollobrigida, and ITA President Matteo Zoppas, underscored the importance of this initiative for the Italian wine sector.

Adolfo Rebughini, CEO of Veronafiere, proclaimed that this year’s event affirmed Vinitaly’s global status and impact as a pivotal player in promoting Italian wines. The impressive participation rate and extensive networking opportunities solidified Vinitaly.USA’s role as a strategic player in fostering growth within the North American wine market.

International Spotlight

The presence of international media, including major publications like Wine Spectator, Decanter, and Wine Enthusiast, accentuated Vinitaly's standing on the global stage. During the event, Wine Spectator announced its much-anticipated 2026 OperaWine producer list, showcasing Italy's esteemed position as a leader in the innovative development of the global wine market.

Looking ahead, Veronafiere remains dedicated to enhancing the visibility and appeal of Italian wines worldwide, with a busy calendar of international events leading up to the next Vinitaly in Verona scheduled for April 12-15, 2026. Upcoming participation includes events in Japan, Serbia, Albania, and Thailand throughout late 2025 and early 2026, reinforcing the commitment to Italian wine’s global nourishing.