Vinitaly.USA opened in New York City on October 26, bringing together 300 exhibitors and 2,500 Italian wine labels at Pier 36. The event, organized by Veronafiere with the Italian Trade Agency, runs through October 27 and marks the exhibition’s New York debut.

Organizers see the event as a way to help Italian producers reach more American consumers and strengthen their position in the U.S., the leading export market for Italian wine. According to the UIV-Vinitaly Observatory, 35 million Americans currently drink Italian wine. Of nearly 90 million regular wine drinkers in the country, more than 50 million could be potential consumers.

The industry is looking to reach those untapped audiences by adapting to a changing market. Research presented for the event suggests Italian wines appeal across age groups, including younger consumers, while California wines are more heavily concentrated among people over 55.

American wine habits are also shifting. Although drinking wine on its own or with a meal remains common, consumers are increasingly trying it in cocktails, over ice, or mixed with nonalcoholic drinks. A Wine Market Council survey found that 75% of regular wine drinkers consume wine in ways beyond traditional formats. Family habits, restaurant and bar experiences, and social media all influence those choices.

Vinitaly.USA exhibitors are responding to two broad areas of demand: premium wines associated with fine dining and the Italian lifestyle, and more versatile offerings suited to newer serving styles and occasions. Veronafiere General Manager Giovanni Sacripante said the challenge is to understand changing preferences while preserving Italian wine’s regional identity and traditions.

The event also includes the 13th wine2wine Vinitaly Business Forum, with more than 20 sessions on market trends, wine tourism, education, and masterclasses. In total, Vinitaly.USA features wineries, regional and industry associations, and wine consortia from across Italy.

The United States imported about $4.9 billion in wine from the European Union in 2025, making it a key market for Italian producers seeking continued growth. Organizers say reaching new audiences will require closer attention to differences in age, ethnicity, and regional demand.

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