Italian wine is entering a new phase of global expansion by targeting emerging markets and reinforcing its presence in historical strongholds. During the “Fine Wines of Italy” event at the Milan Triennale, Minister of Agriculture Francesco Lollobrigida and Veronafiere President Federico Bricolo, in collaboration with the ITA-Italian Trade Agency, outlined a strategic roadmap designed to capitalize on new international agreements and a “team spirit” approach to exports.
The primary objective is to penetrate high-potential regions, with a specific focus on the “Stan” area of Central-South Asia—including Kazakhstan, Uzbekistan, and Pakistan—alongside a push into India and Mercosur countries. While existing hubs in China, Brazil, and the United States remain priorities—highlighted by the upcoming Vinitaly.USA in New York this October—the most significant addition for 2026 is the official entry of Canada into the Vinitaly international calendar within the first semester.
The initiative, supported by industry leaders such as Matteo Zoppas (ITA) and Giovanni Malagò (Milano Cortina Foundation), emphasizes the intersection of identity and economic value. With testimonies from top estates like Antinori, Lunelli, and Ceretto, as well as entrepreneur Renzo Rosso, the strategy aims to blend product excellence with sophisticated, profile-driven incoming missions to ensure Italian companies secure a competitive edge in the evolving global landscape.