Brunello di Montalcino is strengthening its presence in key markets and preparing an intensive international programme for the final four months of 2026. From the United States, which continues to represent the denomination’s primary export destination, to Canada and the United Kingdom, alongside a series of strategic events in Italy, the Consorzio del vino Brunello di Montalcino is deploying a calendar designed to consolidate the positioning of its wines and expand opportunities for producers across the territory.
Through masterclasses, walk-around tastings, international trade fairs and initiatives dedicated to the press and trade, the Tuscan denomination is accelerating its promotional activity at a time when market presence is considered essential to support growth and competitiveness.
The United States Remains Brunello di Montalcino’s Key Market
The promotional plan confirms the central role of the American market for Brunello di Montalcino.
The United States absorbs 30% of the bottles exported by the denomination and continues to represent the most important international outlet for Montalcino producers.
A market leadership that the Consortium intends to maintain consistently, even during a period characterised by economic and commercial uncertainty, while simultaneously strengthening its presence in other strategic markets for premium wines.
Explaining the strategy is Giacomo Bartolommei, President of the Consorzio del vino Brunello di Montalcino:
“The United States remains central for us and we continue to maintain a consistent presence there, even during a period of widespread uncertainty. However, the promotional programme for the final quarter of 2026 looks beyond that market as well: Canada and the United Kingdom represent strategic destinations for premium wines, while Italy continues to be an essential reference point for our denomination, with Red Montalcino in Siena and Benvenuto Brunello in Montalcino. It is through a structured calendar of initiatives across key markets that we intend to consolidate the positioning of Brunello and Rosso di Montalcino, highlighting their respective identities and creating new opportunities for our wineries.”
A vision aimed at strengthening the denomination’s international reputation without neglecting the domestic market and the growing role of Rosso di Montalcino within the overall promotional strategy.
From Serralunga d’Alba to Siena: The Programme Begins in Italy
The first appointment is scheduled for 14 September with the fifth edition of Serralunga Day.
For the second consecutive year, Brunello di Montalcino will take part in a dialogue with Barolo di Serralunga d’Alba, bringing together two of Italy’s most important denominations through the participation of a delegation of producers from the Consortium.
On 2 October, the programme moves to Siena for the fifth edition of Red Montalcino, hosted in the historic spaces of Palazzo delle Papesse.
Dedicated exclusively to Rosso di Montalcino, the event will feature a walk-around tasting aimed at both industry professionals and wine enthusiasts.
Brunello di Montalcino Heads to Canada
Following the Italian events, the Consortium’s international mission will move to Canada.
On 10 October, a masterclass in Montreal will be led by Master of Wine Jacqueline Cole Blisson, while on 14 October the focus will shift to Toronto for a tasting conducted by wine expert Michael Godel.
These two events are designed to strengthen the denomination’s presence in a market that continues to represent a privileged destination for Italy’s great wines.
New York and Vinitaly.USA at the Centre of the American Strategy
Promotion in the United States will culminate on 26 and 27 October with participation in the third edition of Vinitaly.USA in New York.
The exhibition organised by Veronafiere has now established itself as one of the leading events dedicated to Italian wine in the United States and will bring together approximately 250 exhibitors representing the country’s most important wine denominations.
For the Consorzio Brunello di Montalcino, it will represent a strategic opportunity to meet importers, distributors, trade professionals and operators active in the American market.
Benvenuto Brunello Returns to Montalcino for Its 35th Edition from 19 to 23 November
The promotional programme will then return to the heart of the denomination.
From 19 to 23 November, Montalcino will host the 35th edition of Benvenuto Brunello, the annual preview event that attracts journalists, trade professionals and producers from around the world.
Featured wines will include Brunello di Montalcino 2022, Brunello Riserva 2021, Rosso di Montalcino 2025, and a selection of Moscadello and Sant’Antimo wines.
The event continues to represent one of the most important occasions for showcasing the quality and identity of the denomination.
London Closes Brunello di Montalcino’s International Tour for 2026
The final stop on the calendar will be the United Kingdom.
On 25 November, the Consortium will bring the British edition of Benvenuto Brunello to London, reinforcing its presence in a market that has historically been important for premium Italian wines.
The British capital remains a key hub for international wine criticism, trade and high-end hospitality, making it a strategic location for the future development of the denomination.
A Plan to Strengthen Brunello’s Value Worldwide
The intensive programme scheduled between September and November confirms the approach of the Consorzio del vino Brunello di Montalcino, which is increasingly focused on maintaining a consistent and qualified presence across international markets.
Through tastings, masterclasses, trade fairs and institutional events, Brunello aims to consolidate its position among the world’s great wines while simultaneously strengthening the role of Rosso di Montalcino as a complementary and increasingly recognised expression of the territory.
It is a strategy that looks towards mature markets while continuing to pursue new growth opportunities, always keeping at its core the identity of one of the most prestigious denominations in the Italian wine landscape.
