A green light for investments to promote Italian wine in the United States and China. The Italian government has allocated €25 million in promotional resources over the 2017-2019 period, of which €20 million will serve to launch ‘Made in Italy’ in the American Midwest, whereas the other €5 million will be used to penetrate the Chinese market, where Italian wines are practically unknown.

“This is the final year for the special promotional project that the Ministry of Economic Development [MISE] launched,” stated Michele Scannavini, President of the Italian Trade Agency (ICE). “And it shows that it worked well in 2015/16. But starting this year, we’re restarting a new plan dedicated to two large markets: the USA, where we’re the leaders by a large margin with a 32% share, and China where, instead, we make up less than 6%.”