The second edition of Vinitaly.USA, held on October 5–6, 2025, at Chicago’s Navy Pier, concluded with significant success, attracting over 2,200 trade professionals from the United States, Canada, and Mexico. This marked a remarkable 47% increase in attendance compared to the previous year, signaling a robust resurgence for the Italian wine industry.
Organized by Veronafiere in partnership with the Italian Trade Agency (ITA), the event featured 250 exhibiting companies, a 20% increase from 2024, showcasing around 2,000 wine labels. Participants reported a shift in focus from tariff discussions to concrete sales negotiations and collaborations, reflecting a renewed confidence in the market. Federico Bricolo, President of Veronafiere, stated, “Vinitaly.USA responded with determination and vision to a year of uncertainty.”
The event’s program included the wine2wine Vinitaly Business Forum and sessions led by the ITA, alongside the introduction of Vinitaly Tourism, aimed at promoting wine tourism in Italy. These initiatives sought to enhance Italy’s standing in its top export market, valued at €1.9 billion. Discussions also highlighted the need to engage younger consumers, particularly Millennials and Gen Z, who prioritize authenticity and digital engagement over price.
White wines, particularly Prosecco, have gained popularity among younger audiences, pairing well with diverse cuisines like Mexican and Japanese. As industry leaders emphasized, establishing a strong online presence is crucial for wine brands targeting this demographic. Storytelling, digital marketing, and showcasing Italy’s unique native grape varieties present significant opportunities for growth in the U.S. market.
The event’s success extended beyond attendee numbers. Italian Minister of Agriculture, Francesco Lollobrigida, and ITA President Matteo Zoppas were present, underscoring the strategic importance of the event. Adolfo Rebughini, CEO of Veronafiere, remarked, “This year’s success confirms Vinitaly’s credibility and strength as a global benchmark for promoting Italian wine.”
The presence of international media further solidified Vinitaly’s global standing, with outlets such as Wine Spectator, Decanter, and Wine Enthusiast in attendance. During the event, Wine Spectator announced its 2026 OperaWine producer list, highlighting North America’s pivotal role in shaping the global wine market.
Vinitaly.USA 2025 not only celebrated Italian wine but also laid the groundwork for future initiatives. Veronafiere’s commitment to supporting Italy’s wine sector, which generates over €8 billion in exports, remains steadfast. As the industry prepares for Vinitaly Verona 2026, scheduled for April 12–15, a series of international events will precede it, including gatherings in Tokyo, Belgrade, Tirana, Bangkok, and India.
The upcoming Vinitaly Roadshow India will take place from January 16–18, 2026, with additional events planned in Warsaw and Oslo, culminating in Vinitaly China in March 2026. These initiatives aim to further strengthen the Italian wine industry’s presence and foster growth in global markets.