#United States #New York #Italian Wine #Vinitaly

Vinitaly.USA 2026: A New Chapter in Italian Wine Promotion

The highly anticipated Vinitaly.USA festival is set to make its grand debut in New York City on October 26 and 27, 2026, at the renowned Pier 36. After successful editions in Chicago, this third installment marks a significant expansion of the event's mission, focusing on fostering connections between producers, importers, distributors, and hospitality professionals in the wine industry.

New York is home to 6.5% of total wine consumption in the United States, making it the third largest market in the nation after California and Texas. The state's burgeoning wine culture has solidified its position as a vibrant hub for wine enthusiasts, particularly with the presence of 930 Italian restaurants, which constitute 10.9% of all dining establishments in the area. This festival aims to highlight the integral role of wine within both urban and cultural lifestyles, particularly underscored by UNESCO's recognition of Italian Cuisine as an Intangible Cultural Heritage of Humanity.

Goals of Vinitaly.USA 2026

Vinitaly.USA strives to create a comprehensive platform for quality wines and long-lasting relationships. According to Federico Bricolo, president of Veronafiere, the festival seeks to include diverse stakeholders interested in contributing to the growth of Italian wine in the United States. The objectives emphasize quality, in-depth content, and fostering relationships that extend well beyond the two-day event.

Shift from Chicago to New York

The transition from Chicago to New York represents not just a geographical change but a strategic scaling of the event. While Chicago served as an excellent starting point for a national B2B approach, New York offers unparalleled access to key decision-makers within the American wine market. Importers and distributors operating in the city often have multi-state influence, directly affecting commercial strategies and market dynamics nationally.

New York has been purposefully selected based on market trends and logistics. For instance, the state has a high concentration of buyers focused on medium-high and premium price ranges, with a keen interest in the origin and quality of the products. Notably, 37% of high-spending consumers in New York report an annual income of up to $149,000, while 32% exceed $150,000. Additionally, 44% of respondents consume wine two to five times a week, with an average expenditure per bottle exceeding $30.

Expanded Visibility and Influence

The New York edition will not only enhance the visibility of Italian wines but also engage a specialized community of media experts and opinion leaders. This expanded reach will effectively amplify awareness and recognition of Italian products, making it easier for exhibitors to connect with potential buyers.

The presence of influential media and industry leaders in New York allows Vinitaly.USA to solidify its position as a crucial industry platform. This aligns with Veronafiere's broader international strategy, which incorporates initiatives that simultaneously promote Italian wines, enhance wine tourism, and support the olive oil sector — all under the umbrella of Made in Italy.

A Unique Event for a Timely Cause

The timing of this festival is particularly significant, as the wine sector faces various challenges, including increased duties, fluctuating euro-dollar exchange rates, and changing consumer behavior in the United States. As Matteo Zoppas, president of ITA — Italian Trade Agency, emphasizes, the festival is designed to fill the void left by the absence of a genuine wine fair in the U.S. An event like Vinitaly.USA is not just timely but also presents a vital opportunity in the current landscape of the wine industry.

In summary, Vinitaly.USA 2026 promises to be an extraordinary event aimed at elevating the presence and appreciation of Italian wines in America. Attendees can expect a celebration of culture, gastronomy, and the unique characteristics that define Italian wine. As the festival approaches, anticipation continues to build for what will surely be a memorable gathering in one of the world's most dynamic cities.