Vinitaly Chicago 2025: Italy strengthens its foothold in the United States despite uncertainty

Between economic diplomacy and export strategy, Vinitaly Chicago 2025 confirms the central role of the US market for Italian wine.

The second edition of Vinitaly USA took place at Chicago’s Navy Pier, bringing together more than 250 Italian exhibitors (companies, consortia, and regional collectives) and around 1,500 American buyers engaged in B2B meetings.
Organised by Veronafiere – Vinitaly in collaboration with ITA (Italian Trade Agency), Fiere Italiane, and the Italian-American Chamber of Commerce of the Midwest, the event serves as a strategic response to international market headwinds, particularly those linked to trade tariffs.
According to the organisers, this edition showed clear growth: 20% more exhibitors than in 2024, showcasing around 2,000 labels. The fair attracted over 2,200 wine professionals from North and Latin America, a 47% year-on-year increase. This strong participation demonstrates that Italian wine producers are regaining confidence in the US market, despite the risks posed by tariff policies.

The official opening was led by Francesco Lollobrigida, Italy’s Minister of Agriculture, who stressed that the American market “cannot be replaced” and that Italy must continue to invest to protect its producers. He added that Italy’s coordinated approach must remain united in promoting the unique quality of Italian wine amid uncertainty.
In a message shared during the fair, Antonio Tajani, Deputy Prime Minister and Minister of Foreign Affairs, highlighted the strategic role of wine within Italy’s “growth diplomacy”. He announced the creation of a dedicated task force within his ministry to assist companies facing trade barriers, as part of a broader export plan designed to open new non-European markets.
On the organisers’ side, Federico Bricolo, President of Veronafiere, described the fair as “Italy’s answer to tariffs” and emphasised the unified structure of the 2025 programme, which included not only the exhibition but also the wine2wineBusiness Forum, the Vinitaly International Academy, Vinitaly Tourism, and SOLExpo, reinforcing Italy’s global outreach.
For his part, Matteo Zoppas, President of ITA, stated that the agency had carefully selected exhibitors and buyers to ensure the quality of exchanges, while organising several masterclasses aimed at deepening American consumers’ appreciation of Italian wines. He pledged tangible support to producers during this uncertain period.

Tariff barriers, a recurring theme in every discussion

The backdrop to this edition of Vinitaly USA remains marked by the spectre of American import duties: since 1 August 2025, the United States has applied a 15% tariff on imported European wines and spirits, a lesser evil compared to the 200% rates announced earlier in the year amid a wave of retaliatory trade measures. As a result, several Italian producers had temporarily suspended shipments to the US, fearing logistical delays or financial setbacks.
It was therefore natural that the issue featured prominently at the wine2wine forum. Yet, contrary to initial fears, tariffs no longer dominated the discussion: according to Veronafiere, “tariffs are no longer the main topic”, and importers are showing renewed confidence, eager to focus on concrete projects. Strategies are increasingly turning toward Millennialand Gen Z consumers, who value authenticity, terroir-driven storytelling, digital engagement, and lifestyle-oriented wines such as whites and Prosecco.

According to ICE data, in 2024, Italian wine exports to the United States reached approximately €1.9 billion, accounting for 24% of Italy’s total wine exports. Despite this solid foundation, the sector continues to feel the strain of the current environment: falling global consumption, a weak dollar, price pressure, and logistical uncertainty remain major challenges highlighted by participants in Chicago.

What’s next on the calendar?

Despite a complex backdrop, this edition of Vinitaly Chicago confirms Italy’s determination to consolidate its position in the American market. The fair’s strong turnout, renewed buyer confidence, and the gradual development of initiatives such as wine tourism, masterclasses, and digital branding reflect a sector firmly focused on innovation and international cooperation.
The international calendar underscores this momentum: following Chicago, Vinitaly will travel to Tokyo (November), Belgrade, Tirana, Bangkok, and New Delhi, then continue in 2026 with events in India, Poland, Norway, and China (Chengdu), before returning to Verona for its 58th edition. The next American event, Vinitaly USA 2026, has already been confirmed.