WASHINGTON, D.C., May 5, 2025 /PRNewswire/ – Veronafiere, the organizer of Vinitaly, in collaboration with the Italian Trade Agency (ITA), hosted a high-profile roundtable discussion titled “Inside Italian Wine’s Next Move in America” last Thursday at Cafe Milano in Washington, D.C. The event, held in anticipation of Vinitaly.USA, set to take place in Chicago on October 5-6, 2025, brought together prominent figures from the U.S. wine trade, Italian institutions, policymakers, and the media. The roundtable aimed to address strategies for navigating the evolving dynamics of the American wine market.
As the United States remains Italy’s largest export market for wine, accounting for 24% of total Italian wine exports, the event underscored the need for proactive measures to maintain and expand Italian wine’s presence in a market where the category continues to lead as the #1 imported wine, holding a 33% share.
The roundtable, conducted amid ongoing tariff uncertainties and shifting consumer trends, provided a platform for open dialogue on how to safeguard and further grow the Italian wine industry’s position in the U.S. market. The conversation highlighted the importance of strengthening relationships between producers, importers, and distributors to mitigate the risks associated with geopolitical tensions and potential tariff increases.
Key Speakers and Attendees
The event attracted several key industry leaders and policymakers, including Federico Bricolo, President of Veronafiere; Matteo Zoppas, President of the Italian Trade Agency (ITA); Adolfo Rebughini, General Manager of Veronafiere; and Robert Tobiassen, President of the National Association of Beverage Importers (NABI). Additionally, Robert Allegrini, President of the National Italian American Foundation (NIAF), and representatives from Akin Gump, lobbying on behalf of the U.S. Wine Trade Alliance, participated in the discussion.
Prominent wine industry figures such as Tara Empson, CEO of Empson USA and recipient of the 2025 Vinitaly International Award; Dina Opici, Chairwoman of the Wine & Spirits Wholesalers of America (WSWA); and Charles Lazzara, CEO of Volio Imports, were also in attendance. Mariangela Zappia, Italy’s Ambassador to the United States, was the guest of honor.
Key Discussion Points
Federico Bricolo opened the discussion by emphasizing the critical need for engagement in the face of rising tariff concerns. “Even modest tariffs can have a significant ripple effect in a highly competitive market like the United States. Strengthening ties with U.S. trade partners is more important than ever, as it will help mitigate future risks,” he noted. He stressed that establishing solid relationships between producers and importers is vital for weathering policy shifts and economic pressures.
Matteo Zoppas echoed Bricolo’s concerns, highlighting the uncertainty surrounding the potential impact of tariffs. “The announcement of tariffs alone can destabilize the market, making it difficult to predict their true effect,” he remarked. Zoppas also noted that the U.S. Wine Trade Alliance reports that for every dollar earned by an Italian wine producer, U.S. businesses earn $4.52, highlighting the extensive benefits the U.S. economy derives from Italian wine exports.
Adolfo Rebughini shifted the focus to the consumer experience, explaining how tariffs could lead to higher prices. He cited an example where the price of a mid-range bottle of Prosecco could rise from $10.99 to $12.99 due to increased costs. “Events like Vinitaly.USA are essential for fostering relationships that help both producers and importers navigate these challenges,” he said.
The Path Forward
The roundtable participants concluded with a call for continued collaboration, urging Italian producers to increase their investment in the U.S. market. In addition, there was a push to explore emerging markets in Canada, Mexico, Brazil, and Asia as part of a broader strategy for market diversification.
To ensure that the valuable insights from the discussion have a lasting impact, a white paper will be produced, summarizing the key recommendations and strategies discussed. The document will be made available to the broader wine industry through the official Vinitaly and Vinitaly.USA websites in the coming weeks.
About Vinitaly.USA
Vinitaly.USA, set to return for its second edition in October 2025, is the largest and most comprehensive Italian wine trade show outside of Italy. It is the only event officially licensed to carry the Vinitaly name beyond Verona. The inaugural edition, held in 2024, attracted over 1,500 trade and media professionals and featured 230 producers showcasing more than 1,650 wines. The 2025 edition is expected to exceed 300 producers and expand its reach, further cementing its status as a leading event for the North American wine trade.
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