Unlocking the US wine market: Strategies for the Italian wine sector in the American context

The U.S. market offers a huge opportunity for Italian wine, but today more than ever it requires targeted strategies to address its vast complexities. To support producers in this regard, the Manifesto “Bridging Tradition and Innovation: The Future of Italian Wine in the U.S. Market” has been devised, the result of the close collaboration between ICE, the Italian Trade Agency, and the Italian Wine Podcast.

The Manifesto is the outcome of the Wine Business Forum held in Chicago on October 20, 2024 during Vinitaly USA, an event that brought the excellence of Italian wine to the American Midwest. The event brought together some of the main players in the wine sector, including Ambassador Riccardo Guariglia (Secretary General of the Ministry of Foreign Affairs and International Cooperation), Luigi Scordamaglia (Coldiretti), Annamaria Barrile (Confagricoltura), Adolfo Rebughini (Veronafiere) and Matteo Zoppas (President of ICE)..

According to Stevie Kim, Managing Partner of Vinitaly and founder of Italian Wine Podcast, "Documents like this turn debates into concrete actions, offering Italian producers a strategic framework to address the American market more effectively".

To offer the perspective of importers, Robert Tobiassen (President of the National Association of Beverage Importers - NABI), Bill Terlato (President & CEO of Terlato Wine Group) and Lia Tolaini-Banville (Founder of Banville Wine Merchants) participated. Among the Italian producers, Lamberto Frescobaldi (President, Unione Italiana Vini), Matteo Lunelli (CEO, Ferrari Trento), Alessio Planeta (CEO, Planeta Winery) and Massimo Tuzzi (CEO, Holding Terra Moretti). Finally, Midwestern distributors Maria Megna (Winebow), Lee Schlesinger (Winesellers) and Stefano Francini (Opici Wines & Spirits) represented.

An action plan for Italian wine in the USA

The manifesto proposes guidelines to enhance the identity and reputation of Italian wine, focusing on sustainability, authenticity and a deeper cultural rooting in the US market. With constantly changing consumer trends and increasingly stringent regulations, having a structured plan is crucial for long-term success.

Here are eight key takeaways from the Manifesto:

• Enhance natural resources, cultural heritage and the Italian way of life.

• Use food as a lever for wine and wine as a lever for "Made in Italy".

• Exploit the impact of sparkling wine, especially among younger consumers.

• Communicate the value of Italian wine through storytelling on sustainability and authenticity.

• Follow market trends without compromising core values.

• Strengthen family businesses, encouraging collaboration and investing in tourism.

• Emphasize the diversity and unique identity of Italian wine.

• Create emotional connections with consumers.

The Manifesto is intended as a concrete tool for manufacturers, importers and distributors, offering a compass to face challenges and maximize opportunities in the United States.