Every bottle of Italian wine tells the story of a place. It reflects the landscape, traditions and people behind it—qualities that increasingly inspire travelers to experience Italy’s wine regions firsthand. Yet before those journeys begin, important conversations take place within the wine industry itself.
That was the focus of an invitation-only masterclass and networking lunch held in Miami ahead of Vinitaly.USA, returning to Pier 36 in New York City on October 26–27, 2026. Organized by Veronafiere in collaboration with the Italian Trade Agency (ITA) and supported by Coldiretti, the event brought together members of the media, hospitality professionals and wine trade to discuss the evolving landscape of Italian wine in the North American market.
Hosted by Jacqueline Pirolo, owner of Macchialina, the gathering featured Federico Bricolo, President of Veronafiere; Stevie Kim, Managing Partner at Vinitaly; Marco Verna, Director of the Italian Trade Agency (ITA) Miami Office; and Diana Lenzi of Coldiretti. Together, they explored current industry trends, international market opportunities and one topic that resonates particularly with travelers: the growing importance of wine tourism.
As wines from lesser-known Italian regions were poured throughout the afternoon, the discussion extended well beyond tasting notes. It became a conversation about how Italian wine can introduce international audiences not only to exceptional producers, but also to the destinations, traditions and cultural heritage that define each region.
Vinitaly Beyond Verona
Known as the world’s leading exhibition dedicated to Italian wine, Vinitaly has evolved considerably since its beginnings in Verona.
“Vinitaly has truly become the home of Italian wine,” says Bricolo during our interview.
Today, the annual exhibition is far more than a four-day trade fair. While Verona remains its historic home each April, Vinitaly’s mission now extends throughout the year through international roadshows, educational initiatives, business networking and events designed to strengthen Italy’s presence in key global markets.
That international strategy has become increasingly important as Italian wineries look to expand their reach while maintaining strong relationships with buyers, importers and distributors already active in established markets.
“We listen to the needs of wineries throughout the year,” Bricolo explains, describing how Vinitaly’s ongoing international activities help producers both strengthen existing markets and discover new opportunities abroad.
The approach creates a continuous cycle. Buyers introduced through international events often travel to Verona for the flagship exhibition, while producers benefit from year-round engagement rather than a single annual gathering.
More Than Business
Although Vinitaly remains firmly rooted in trade, education continues to be one of its defining strengths.
Masterclasses, conferences, the Vinitaly International Academy and meetings between producers, institutions and industry professionals have transformed the exhibition into a year-round platform for sharing knowledge alongside business development.
That broader role was reflected in the Miami program, where discussions focused not only on export opportunities, but also on changing consumer behaviour, evolving hospitality trends and the future positioning of Italian wine in the American market.
For Bricolo, however, one of the most significant developments is the rise of wine tourism.
Wine Tourism as a Gateway
Across Italy, wineries are increasingly becoming destinations in their own right.
Many now welcome visitors with guided tastings, vineyard tours, regional cuisine, agriturismi and hospitality experiences that invite travelers to spend more time immersed in the surrounding territory.
“We want wineries themselves to become the very reason for the journey,” Bricolo says.
Recognizing this shift, Veronafiere introduced a dedicated Wine Tourism area during Vinitaly, creating opportunities for wineries to connect directly with specialized tour operators through business-to-business meetings.
The initiative reflects a broader understanding that today’s visitors are often looking for more than a tasting. They seek authentic travel experiences that connect them with local producers, regional traditions and the landscapes where Italian wine begins.
Italy already ranks among the world’s leading travel destinations, and Bricolo believes its wine regions present extraordinary opportunities to deepen those experiences while supporting local economies.
Why Miami Matters
The choice of Miami as the setting for the event was strategic.
Florida remains one of the United States’ most significant wine markets, while Miami’s international character makes it a natural place to strengthen relationships between Italian producers and the American hospitality industry.
Bricolo also noted that Italian wine has expanded well beyond traditional Italian restaurants. The diversity of Italy’s grape varieties and appellations allows its wines to pair naturally with cuisines from around the world, reflecting the multicultural dining landscape that defines South Florida today.
That same philosophy underpins Vinitaly Around the World, a year-round program that promotes Italian wine through events across international markets including Asia, South America, India, Africa and the United States.
Discovering Italy Beyond the Usual Suspects
The guided tasting presented in collaboration with Coldiretti reflected the event’s theme: introducing participants to wines from regions that deserve greater international recognition.
Featured wineries included:
- Cantina dei Colli Ripani (Marche)
- Accademia Oleria – Tenute Fois (Sardinia)
- Piero Mancini (Sardinia)
- Azienda Di Sante Tommaso (Marche)
- Vendrame – Vignis del Doge (Friuli Venezia Giulia)
- Cantina San Pancrazio (Puglia)
- Ventiventi (Emilia-Romagna)
Together, the selection illustrated the remarkable diversity of Italian wine and reinforced an important message shared throughout the afternoon: every bottle represents not only a producer, but also the culture and identity of its territory.
Looking Ahead
As preparations continue for Vinitaly.USA in New York this October, Veronafiere’s vision extends beyond promoting Italian wine in international markets. It is also about building stronger connections between producers, hospitality professionals, educators and consumers while celebrating the regional diversity that makes Italian wine unique.
For Live in Italy Magazine, one aspect of that vision is particularly compelling.
Wine tourism continues to emerge as one of the most meaningful ways to experience Italy. Whether visiting a family-owned winery in Marche, exploring vineyards in Sardinia or discovering an emerging producer in Emilia-Romagna, travelers are increasingly seeking experiences that connect them with the people and places behind every bottle.
As Vinitaly continues expanding its global reach, we look forward to seeing how this growing emphasis on wine tourism inspires more visitors to discover Italy one region at a time.
Vinitaly.USA returns to Pier 36 in New York City on October 26–27, 2026, bringing together Italian producers, buyers, importers, distributors, hospitality professionals and media for two days of tastings, masterclasses, business meetings and educational programming. For more information or to register, visit https://www.vinitaly.com/en/events/vinitaly-around-the-world/vinitalyusa-official/.
Special acknowledgement to Colangelo & Partners for the invitation.
