Italian Wine Sector Deepens Ties with U.S. Trade Amid Tariff Uncertainty

Italy’s wine industry is reinforcing its relationship with U.S. trade partners as it navigates market opportunities, shifting policies, and tariff-related uncertainty. Speaking from Washington, executives from Vinitaly and the Italian Trade Agency underscored the U.S. market’s strategic importance and outlined efforts to strengthen collaboration through education, promotion, and direct engagement with American importers and policymakers.

“Italians are incredibly individualistic—like Italian wine,” said Stevie Kim, Managing Partner of Vinitaly. “But when there’s a crisis, they come together. That’s the mood of the moment. Italians are resilient.”

Italy maintained its position as the top wine exporter to the U.S. in 2024, with shipments valued at $2.3 billion—a 6.5% increase over 2023. While diversification remains a priority, the U.S. remains a cornerstone of Italy’s global wine strategy.

As part of a continued U.S. push, Vinitaly and the Italian Trade Agency held meetings last week in Washington with stakeholders from the wine trade and government. These discussions come ahead of the second edition of Vinitaly U.S.A., scheduled for October in Chicago.

“We believe this is the right moment to invest in the U.S.,” said Adolfo Rebughini, General Manager of Veronafiere, Vinitaly’s organizer.

The inaugural edition of Vinitaly U.S.A. in 2023 drew more than 230 Italian exhibitors and 1,650 buyers from across North America and Latin America. The two-day event featured tastings, networking sessions, and over 40 educational activities including masterclasses. Vinitaly hosts 12 to 15 such events globally each year, blending market access with knowledge-sharing.

Confronting Tariff Pressures

The recent Vinitaly event in Verona attracted 96,000 attendees, including 42,000 buyers—3,000 from the U.S. alone. This timing proved critical as it coincided with the announcement of a temporary 90-day pause on proposed tariffs by the U.S. president.

“We were fortunate,” said Rebughini. “The tariff news created urgency. Everyone jumped on the opportunity to engage U.S. buyers while they were in Verona.”

Ten percent tariffs are particularly challenging for lower-priced wines due to slim margins. Higher-end brands may fare better, but the uncertainty is forcing creative collaboration between Italian producers and U.S. importers. According to Matteo Zoppas, President of the Italian Trade Agency, many industry players left Verona agreeing to share tariff burdens equally to preserve market stability.

“Many said, ‘Let’s go 50-50.’ Nobody wants to lose the U.S. market—it’s simply too important,” Zoppas noted.

The National Association of Beverage Importers estimates that every dollar spent on Italian wine in the U.S. generates $4.50 in downstream revenue for American businesses—highlighting the sector’s mutual value.

Education and Partnership as Strategic Pillars

Beyond trade, Vinitaly continues to invest in long-term relationship-building through its ambassador program, aimed at educating American consumers and industry professionals about Italian wine. This not only benefits Italian producers but also supports U.S. wineries, especially in California, where many import portfolios feature Italian labels.

“Vinitaly is evolving from a trade show into a platform for training and dialogue,” Rebughini said.

Zoppas added that in today’s unpredictable environment, strong relationships are essential.

“Engaging U.S. trade partners now strengthens resilience. When challenges arise—whether tariffs or supply issues—those who have built trust will adapt more easily than those who haven't.”

Amid political and policy fluctuations, Italian wine remains a powerful symbol of cultural and economic cooperation between Italy and the U.S. Notably, Italy’s current Minister of Agriculture, Francesco Lollobrigida, works closely with Vinitaly and the Trade Agency—and maintains ties with U.S. President Donald Trump through family connections to Prime Minister Giorgia Meloni.

As the 90-day tariff window ticks down, industry leaders are watching closely.

“It’s a difficult moment, especially for small producers,” Stevie Kim concluded. “But that’s exactly why we need to be proactive.”