talian wine is once again moving decisively across international markets, driven by a structured strategy: Vinitaly is relaunching from Canada with a new global promotional plan involving North America, Central Asia and Southeast Asia. The goal is clear: to strengthen the positioning of Made in Italy wine and reinforce commercial relations in key growth areas for the sector.
Canada as the first hub of the new promotional strategy
The relaunch begins today in Toronto with the Vinitaly.USA Canada Preview, an event that not only marks the start of activities but also opens a new session of the Vinitaly International Academy, involving 55 candidates in a dedicated training program.
The calendar continues in Ottawa and Montreal on 24 and 25 June, establishing a targeted presence in one of the most regulated and complex markets, where beverage monopolies are decisive interlocutors for access and distribution of Italian wine.
In this context, Vinitaly’s presence takes on an operational role: not only promotion, but the building of institutional and commercial relationships.
From the Americas to Asia: a global network of presence
After North America, the roadmap moves to Central Asia with the Vinitaly Kazakhstan Roadshow in Almaty on 29 June, before reaching Singapore for IFBS – Italian Food & Beverage, a key event for the Italian agri‑food sector in Southeast Asia.
Here, Vinitaly participates as a technical partner, supporting the Italian system with targeted activities, including masterclasses led by Vinitaly Academy Wine Ambassador Jessica Anne Tan.
This step confirms the intention to strengthen the presence in high‑potential markets through tools that combine training, storytelling and positioning.
The United States at the center of Vinitaly’s strategy
Despite the geographical expansion, the US market remains central. It will be reactivated with the Vinitaly.USA Preview on 5 July, included in the world tour of the Amerigo Vespucci, an itinerant symbol of Made in Italy.
This will be followed by the Miami stop on 7 July, anticipating the third edition of Vinitaly.USA with meetings dedicated to buyers and the press, along with a masterclass organized in collaboration with Coldiretti.
A coordinated action that demonstrates how the American market remains strategic not only in terms of volume but also for global image and positioning.
Promotion, training and business: the Vinitaly model
The project developed by Veronafiere together with ITA – Italian Trade Agency is based on an integrated model in which promotion, training and business grow in parallel.
The vision is outlined by Veronafiere president Federico Bricolo:
“Our goal is to support the growth of Italian wine in international markets through continuous promotional activity, in collaboration with the national system, creating opportunities for business, training and engagement with operators across different geographic areas. After the summer, the calendar will resume in September with five more events across the United States, the Balkans and Asia, culminating with Vinitaly.USA in New York City. At the same time, we are evaluating new development opportunities in high‑potential markets such as Australia, to further expand Vinitaly’s international presence and offer new growth prospects to Italian wine companies.”
