Young people, digital trends and Italian wine: the challenge of the US market
The U.S. market is one of the largest and most complex in the world for the wine industry. During the 2020 pandemic, the consumption of Italian wines in the USA experienced significant growth, culminating in a historic peak in 2022. Although overall wine consumption slowed in the following years, the United States continues to be a key market for Italian producers.
American consumers particularly appreciate Italian wines for their value for money, recognizing their tradition and excellence. However, market dynamics are constantly changing and require constant adaptation from manufacturers.
Changes in consumption: the challenge of young people
As pointed out by Mirella Menglide, Senior Trade Analyst at the Italian Trade Commission in New York, it is important to remember that the American market is not static: the main operators are still present, but the rankings have changed compared to two or three years ago, reflecting the shifting demands of the market.
Compared to the generational changes of the past, which were mainly influenced by a different economic availability, the transformation brought by the new generations is more evident and profound. These young consumers are distinguished by an increasing detachment from alcohol consumption and for the tendency to follow emerging trends, often driven by a few influential individuals on social media and digital platforms. In addition, their consumption habits are based not only on the choice of different places and methods, but also on values that favor authentic, personalized and often unconventional experiences.
For Italian producers, who are often tied to traditional production and sales methods, this means rethinking their strategies. Telling the product with a new language, exploiting the potential of digital marketing, and expanding the offer to include innovative categories are essential steps to win over this segment of the public.
How to approach the US market
Operating successfully in the American market requires careful preparation and a structured approach. Here are some key steps:
- study and prepare, analyzing the market and understanding its rules
- invest in a structured way, develop a clear strategy and allocate resources to promote products
- collaborate with local partners, build strong relationships with importers and distributors
- Complying with the regulations is essential to avoid bureaucratic obstacles. The American Laws, both at the federal and state levels, regulate crucial aspects such as import permits, labeling, and taxation. The American Laws, both at the federal and state levels, regulate crucial aspects such as import permits, labeling, and taxation.
The United States remains an important strategic market for Italian wine, but to maintain its competitive advantage it is necessary to adapt to the demographic and cultural changes taking place. An approach that combines innovation and respect for traditions can help producers respond to new market needs.
Mirella Menglide
Mirella Menglide holds a master’s degree in foreign languages and literature from the University of Bucharest and attended a course in International Business Administration at the University of Gothenburg. After a public relations experience in Sweden, she joined the Italian Trade Commission in New York, food & wine section. She is currently a Senior Trade Analyst, advising Italian companies, organizing promotional and educational activities and participating in trade fairs. She has played a key role in strengthening relations between Italian and US companies in the wine & food sector.