Italian Wine Aims to Up Its Game in the United States

Apr 24, 2018 713

BY: Robert Camuto

American wine lovers don’t need to be told that Italy produces some of the world’s great wines. But Italian vintners believe they can improve sales in the world’s largest wine market and have launched an aggressive marketing push. It’s an ambitious drive aimed at elevating the image of Italian wine with U.S. consumers and wine professionals.

“It’s the biggest promotional campaign [we've] ever done,” said Maurizio Forte, director of the Italian Trade Agency’s New York office. “Most American consumers consider Italian wine casual, everyday wine, but Italy is much more than that,” Forte told Wine Spectator at Italy’s annual Vinitaly wine fair in Verona this week.

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