Italian Wine Producers Put the U.S. at the Center of Export Plans

Italian wine producers are putting the United States at the center of their export plans, with nearly 75% of companies in an internal survey by Unione Italiana Vini saying U.S. is the market where Italy’s trade agency should urgently focus promotional resources.

The trade group disclosed the finding as Vinitaly.USA opened in New York, where UIV Vice President Filippo Polegato said the American market remains “by far” the main target country for the near future of Italy’s wine industry. He said the survey points to a clear request from producers for a stronger and more coordinated promotional effort with ICE, the Italian Trade Agency, and for companies to be directly involved in shaping projects before they are launched.

The message comes at a time when the U.S. remains the most important foreign market for Italian wine by value. Polegato said Italian wine exports to the United States reached 1.76 billion euros in 2025, reinforcing the case for a larger commercial presence there. He described the New York debut of Vinitaly.USA as an important step for the Italian wine system and said producers see a need to intensify their position in what he called the world’s leading market.

The trade priority is emerging even as the sector faces pressure on several fronts. UIV said it will raise tariffs in meetings in Washington on Wednesday, when Polegato is scheduled to meet Italy’s ambassador to the United States, Marco Peronaci. According to Polegato, the agenda will include tariff issues linked to the expected closing phase of investigations related to “overcapacity,” a reference to the broader trade disputes that have kept many European exporters alert to the risk of new duties.

Polegato also pointed to recent comments from European Commissioner Maros Sefcovic as a positive sign for the industry. He said the commissioner had identified an exemption from tariffs on wine and spirits as a top goal in current negotiations. That issue is especially sensitive for Italian producers because any change in U.S. trade barriers could quickly affect pricing, distributor demand, and promotional spending in their largest overseas market.

UIV represents more than 900 members and says they account for 85% of Italy’s wine exports. The group said total Italian wine exports were worth close to 7.8 billion euros in 2025, down 3.7% from the previous year, while the sector still posted a positive foreign trade balance of 7.2 billion euros.

The latest survey result helps explain why the U.S. is drawing so much attention from Italian producers despite the uncertainty around trade policy. For the beverage business, it signals where many exporters are likely to direct marketing budgets and sales efforts, while also showing how concerns over tariffs remain part of commercial planning not only for wine but potentially for other alcoholic drinks tied to the same negotiations.

Vinitaly.USA’s first edition in New York is therefore serving both as a sales platform and as a policy stage for the industry. UIV’s leadership is using the event to press for more support in the American market and to keep diplomatic pressure on tariff discussions that could shape the next phase of Italian beverage exports to the United States.