From consolidating historic markets to opening new frontiers. The Brunello di Montalcino Wine Consortium is preparing for the final quarter of 2025 with a promotional plan that looks westward, focusing on the US and Canada, before moving eastward toward Asia, with Japan and China as the next strategic targets. Initiatives are already on the agenda for the first few months of 2026. A packed calendar of activities is planned: press and trade visits, participation in international trade fairs, roadshows, and advanced training programs organized by the Brunello Academy, the consortium’s specialized school.
“The United States remains our primary market, and for this reason we must continue to monitor it carefully, especially in this phase made even more complex by tariffs and the devaluation of the dollar,” comments Giacomo Bartolommei, President of the Brunello di Montalcino Wine Consortium. At the same time, it is essential to open up to new international markets. Diversification also means securing the future of our denomination: this is why we have decided to invest in potential new markets such as Japan and China, as well as strengthening our presence in North America.
Focus on Asia: Japan and China, New Frontiers for Brunello di Montalcino
The promotion plan kicked off on Monday, September 8th, with a delegation of seven top Japanese wine professionals hosted in Montalcino for four days of winery visits, dedicated tastings, immersive cultural tours, and an introductory seminar on the region. Leading the activities, which are part of the Academy’s educational offerings, is Isao Miyajima, considered one of Japan’s leading wine experts. Incoming activities continue simultaneously from September 9th to 13th with the arrival of five Canadian journalists. The United States and Canada will then be at the center of the academy’s new format, when 11 professionals (8 Americans and 3 Canadians) will arrive in the Tuscan village on September 28th to train the new ambassadors of Brunello di Montalcino.
Each new ambassador will then host industry nights in their respective countries in 2026, events aimed at buyers and trade operators, for a total of 22 events. Afterwards, the Consortium will travel to Chicago for Vinitaly.USA (October 5-6), the event promoting Italian wine on the US market. From the Windy City, it will also travel to the Big Apple, where Benvenuto Brunello New York will be held in February next year. Meanwhile, Montalcino will host the 34th edition of the eponymous preview event showcasing the new vintages, bringing journalists from Italy and around the world to Montalcino from November 20-24.
In 2026, it will also be China’s turn, with the Consortium organizing in-depth seminars on the denomination as well as participating in trade fairs in the Land of the Dragon with an institutional group. And, still on the international trade fair front, the consortium will also participate in the upcoming Wine Paris (9-11 February 2026), Prowein (15-17 March 2026), and Vinitaly (12-15 April 2026). Finally, in April, it will be in England with a masterclass and open tasting in London.
