The new face of the American consumer is Gen Z, Millennial, Hispanic, or African American, particularly in the Southeast. This demographic shift is creating new frontiers for Italian wine—a strategic focus for the upcoming Vinitaly.USA—from Lambrusco and Chianti in Texas to Amarone and Primitivo in California, and from Brunello in Arkansas to Verdicchio in Colorado. As Veronafiere’s General Director Adolfo Rebughini states, this is “a market that is far from mature,” with the clear objective of targeting “new areas of business.”
With 345 million liters exported in 2024, corresponding to an import value of $2.25 billion, Italy—alongside France—stands as the market leader for imported wines in the United States. Tariffs notwithstanding, it is a role Italy has no intention of relinquishing. This commitment will be showcased at Vinitaly.USA, an event organized by Veronafiere-Vinitaly in partnership with the ITA-Italian Trade Agency and the Italian American Chamber of Commerce of the Midwest. Scheduled for October 5th and 6th at Chicago‘s Navy Pier, it will convene Italy’s most prominent producers.
This event represents a unique and expansive platform in the States, designed to strengthen the presence of Italian wineries. Spanning over 10,000 square meters (about 107,000 sq ft) overlooking Lake Michigan, Vinitaly.USA brings together an unparalleled number of exhibitors. It combines B2B meetings—providing access for buyers, importers, and distributors from the United States, Canada, and Latin America—with strategic analyses focused on the future of ‘Vigneto Italia’ (Vineyard Italy). An insightful report from the UIV (Unione Italiana Vini) -Vinitaly Observatory charts the future course for the next generation of star-spangled oenophiles in a market that is far from mature.
“Seventy-five percent of US consumers of Italian wine are concentrated in about fifteen states, led by California, New York, Florida, Texas, and Illinois,” stated Adolfo Rebughini, General Director of Veronafiere. “Today’s Italian wine lovers primarily hail from these regions. They are predominantly Caucasian (75%), belonging to the Boomer or Gen X cohorts (62%), with a significant female audience. Our data confirms an average brand awareness of 72% and a purchase conversion rate of 55%.”
“This is an asset we aim to consolidate through Vinitaly, while simultaneously opening up to new target demographics and emerging markets,” he continued. “In this context, the choice of Chicago is not coincidental; it reflects our commitment to supporting Italian companies in the most strategic locations for their development in the United States.”
The Future Consumer: A New Profile
According to the UIV-Vinitaly Observatory analysis, based on IWSR (International Wine and Spirits Record) data, the consumer of the future is profiled as male, Gen Z or Millennial, and of Hispanic or African-American descent. They are likely to reside in Texas, Illinois, California, South Carolina, and Georgia, or other areas where these population segments are not only underexplored but also demonstrate above-average appreciation for wine.
The strategic objective is twofold. Vertically, it involves targeting high-growth demographics, starting with Hispanic consumers, who now represent 20% of the total population—with peaks exceeding 50% among younger generations in states like California and Texas. This also includes African Americans (14%) and Asians (6%). Horizontally, diversification extends geographically to emerging consumer states outside the traditional strongholds, creating an alternative audience of 113 million potential new consumers.
A closer look at the target demographics reveals, for instance, that states with a higher prevalence of male consumers include California, Florida, and New York. Ethnically, the African-American population is significantly above average in Georgia, North Carolina, and Virginia, while Hispanic populations are prominent in California and Texas. Demographically, Gen Z representation is above the national average in Georgia, Illinois, the Carolinas, and Texas. Meanwhile, Millennials have a significantly higher representation in Texas and New York.
Targeting Tastes: From Amarone to Vermentino
Translating this data into specific wine strategies, the profile of tomorrow’s consumer in California and Florida is male, of Hispanic ethnicity, and preferably a Millennial. The wines to focus on are reds, both sparkling (Lambrusco-style, including off-dry or sweet versions) and still, full-bodied wines with a distinct smoothness, such as Primitivo and Amarone.
In Georgia, Illinois, and the Carolinas, the target is distinctly young, primarily Gen Z, and of African-American ethnicity. Here, the product range broadens to include reds, particularly Sicilian varietals like Nero d’Avola and Syrah, and on the white wine front, Moscato d’Asti and Moscato-based sparkling wines.
In Texas, the focus remains on young consumers within the Latino community (with Lambrusco and Chianti being top choices). In New York and Washington, efforts should be concentrated on Millennials, with white wines expanding beyond Pinot Grigio to embrace emerging varietals like Vermentino and Ribolla Gialla. Finally, in Ohio, the spotlight is on Gen Z, while in Virginia, African-American consumers show the greatest potential for Italian wines.
Untapped Markets and Opportunities
While these opportunities are emerging in states with a strong propensity for wine consumption, others can be seized in states where wine has interesting penetration rates but where knowledge of Italian wines is below the national average. These include Arizona, Colorado, Louisiana, New Mexico, Arkansas, and Indiana.
In Arizona, the emerging profile is a woman over 40, including those from the Asian community, who tends to favor structured reds like Montepulciano d’Abruzzo.
In Arkansas, the target shifts to Millennial consumers, encompassing both Caucasian and African-American communities. The recommended portfolio includes distinctly “territorial” sparkling wines and Sangiovese-based reds like Brunello, alongside Merlot-based IGT Tuscan wines.
African-American consumers are also above the national average in Louisiana and Indiana. In the former, the target is preferably male, spanning both very young and more mature age groups. In Indiana, the key demographic is Gen X women.
In New Mexico, the primary target is male Hispanic consumers belonging to the Millennial cohort.
In Colorado, the most numerous group is Caucasian Gen X males. For this demographic, age-worthy white wines, such as the more complex expressions of Soave and Verdicchio, are recommended.
Vinitaly.USA will feature 250 exhibitors, including wineries and consortia, with a combined turnover exceeding €7.2 billion. The expected attendance of importers and buyers is in line with the figures from the 2024 edition, confirming the event’s sustained appeal for the American market. The program will also include the wine2wine Vinitaly Business Forum, training courses by the VIA – Vinitaly International Academy, specific sessions on Vinitaly Tourism, and the SOLExpo Oil Bar.