New York City has been selected by Veronafiere – Vinitaly and ITA–Italian Trade Agency as the host city for the third edition of Vinitaly.USA, scheduled for Monday, October 26 and Tuesday, October 27, 2026, at Pier 36. After two editions in Chicago, Vinitaly.USA continues its growth path by moving to New York City, representing a natural evolution of a project developed step by step, while maintaining continuity in format, objectives, and positioning.
“Vinitaly.USA 2026 is aimed at producers, consortia, importers, distributors, Ho.Re.Ca. operators, and institutional stakeholders interested in participating in a project that places quality, content, and long-term relationships at its core, contributing concretely to the development of Italian wine in the United States,” said Federico Bricolo, President of Veronafiere.
Chicago served as an effective environment to launch Vinitaly.USA with a national B2B focus. New York now represents a step up in scale, enhancing the work already done and strengthening the event’s ability to engage with the main decision-making centers of the U.S. wine market, without altering its strategic direction.
Why New York City Matters for Vinitaly.USA
The choice of New York City responds to a precise market logic. The area concentrates importers, multi-state distributors, purchasing groups, and restaurant and retail chains operating across multiple markets. Decisions made in New York directly influence national commercial strategies, wine portfolios, and pricing structures, making the city a key hub for those operating in the U.S. wine market. In this context, Vinitaly.USA strengthens its role as a reference platform for the entire country.
“Vinitaly USA is a project in which the ITA–Italian Trade Agency has believed since its very first edition. We have worked extensively on the quality of international operators in order to qualify and enhance a moment of product promotion, while also developing commercial relationship opportunities,” said Matteo Zoppas, President of ITA–Italian Trade Agency.
“Our aim has been to fill the gap created by the absence of a true wine trade fair in the United States. We renew our commitment to supporting a project that is both timely and concrete, especially at a delicate moment for the wine sector and for the U.S. market, which is currently affected by increased tariffs, the euro–dollar exchange rate, and more moderate consumer behavior.”
New York Buyers and the Alignment with Italian Wine
The profile of buyers active in New York State aligns perfectly with Vinitaly.USA’s positioning. These operators are accustomed to working in mid-to-high and premium price ranges, with a consolidated focus on origin, territorial identity, and product quality—an approach fully consistent with the distinctive characteristics of Italian wine and a long-term value-building vision.
Data confirms this scenario: 37% of high-spending consumers report an annual income of up to $149,000, while 32% exceed $150,000. Wine consumption is frequent—between two and five times per week for 44% of respondents—and more than half of the sample reports an average bottle spend above $30. After Californian wines, Italian wines are the most frequently chosen, surpassing French wines. This is a knowledgeable audience that considers wine a meaningful component of everyday life.
A Market with Unmatched Visibility and Influence
New York also offers a unique ecosystem in terms of visibility and influence. The strong concentration of specialized media, opinion leaders, and trade press allows exhibitors to extend their exposure well beyond the days of the event, strengthening engagement with the market and contributing to greater recognition of Italian wine in the United States.
The New York edition of Vinitaly.USA fits into Veronafiere’s broader international strategy, developed in collaboration with ITA–Italian Trade Agency and aimed at securing a presence in key markets through integrated promotional initiatives closely aligned with local dynamics. Alongside the promotion of Italian wine, this strategy also includes the enhancement of wine tourism through Vinitaly Tourism and the development of high-quality extra virgin olive oil with SOL Expo, with the goal of systemically supporting supply chains, territories, and Made in Italy excellence, strengthening their positioning in high-potential international markets.
