Tastings, promotions, social and mass media ad blitzes are putting Italian wines in the Gotham City spotlight. The Italian Trade Agency—in connection with Vinitaly USA—is launching one of the largest celebrations of Italian wine in the United States. The inaugural Italian Wine Week is taking place in New York City from October 12–25. “I’ve seen some buzz from Italian-focused importers promoting events and wineries for Italian Wine Week—no doubt due to the Italian Trade Agency’s influence,” says Charlie Arnedt, assistant manager of Le Dû Wines, in Manhattan, New York.
Participating retailers such as Le Dû Wines are listed on the Italian Wine Week campaign website and interactive retailer map. “The main contributing factors to our Italian wine sales are a well-curated selection focusing on producers with good practices and engaging stories, versatile pairing options for all types of cuisine, and a remarkable dollar-for-dollar quality in all price categories,” Arnedt says.
Retailers are also receiving increased visibility through the Italian Trade Agency’s advertising and social media campaigns, including the New York Post, Gothamist, Secret NYC, and other local social media pages. The promotion leads into the New York City debut of Vinitaly USA, where more than 300 Italian wine producers and 400 trade professionals will gather for two days of tastings, networking, and business opportunities on October 26 and 27. “Together, these initiatives connect Italian producers, the U.S. wine trade, and consumers while showcasing the diversity and quality of Italian wine,” says Erica Di Giovancarlo, Italian Trade Agency commissioner and executive director for the United Sates.
Participating stores receive free promotional materials, such as displays, posters and flyers. “We plan on giving an Italian focus to our free weekly in-store Saturday tasting on October 17, with a special promotion for any purchases of wines featured that day,” Arnedt says. “Giving a focus on Italian wines plus a special one-day discount for our in-store tasting on October 17 will definitely give a boost to our Italian selection.”
More than 100 retailers in the New York City area, including Jersey City, are participating in the program highlighting Italian wines and expected to gain new customers and attract wine lovers. In addition to receiving free promotional materials, online visibility, advertising and social media exposure, point-of-sale display kits, media promotion across local channels, participating retailers also receive trade passes for store buyers and staff to attend Vinitaly.USA. “Italian wines are one of the cornerstones of our store in terms of sales,” Arnedt says. “Currently we feature 74 different Italian wines on our shelves, which is higher than any individual New World wine country and second only to France.”
Top selling Italian wines at Le Dû include 2025 Andrea Felici Verdicchio dei Castelli di Jesi Superiore ($27 a 750-ml.), 2024 La Battagliola’s Lambrusco Grasparossa ($25), and 2023 Angela Fronti Istine Chianti Classico ($40). “For us, the $25-$45 price range is the sweet spot for Italy,” Arnedt says. “There are a lot of solid, all-around hitter wineries and regions that live within this mid-level price point that our clients cannot seem to get enough of.”
At Yorkshire Wine & Spirits in upper Manhattan, Italian wines are the top selling imported wine by volume followed by offerings from New Zealand and France. Yorkshire has about 250 Italian wine SKUs with the sweet pricing spot in the range of $10-$20 a 750-ml. Top-selling offerings include Mionetto Prosecco ($15 a 750-ml.), Cavit Pinot Grigio ($16 a 1.5 liter), La Marca Prosecco ($17), and Santa Margherita Pinot Grigio ($25).
In addition to banners and other promotional items from the Italian Trade Agency, Yorkshire will have several tastings and promote Italian Wine Week on Facebook and Instagram. “The wide range of choice in price and variety are the main contributing factors to sales of Italian wines,” says store owner Sam Choi.
At Manhattan’s Flatiron Wines & Spirits, Italian wine is the No. 2 wine category and comprises a significant amount of total sales. “Italian wine is our second-strongest category after French wine, making up approximately 20% of our total sales,” says Valerie Pimpinelli, the store’s general manager and buyer. “We have 856 Italian SKUs, compared to 3,813 SKUs across the store. Roughly 22% of the total wine inventory is from Italy.”
Leading Italian wine sellers by volume at Flatiron Wines & Spirits are Isotta Manzoni, Prosecco Cuvee Giuliana, NV ($14 a 750-ml.), Bisol, Prosecco Brut DOC “Jeio”, NV ($18), 2024 Il Conte Pinot Grigio ($13). Leaders by dollar sales include 2020 Giacomo Conterno, Barolo Monfortino Riserva ($829), and 2022 Brovia, Langhe Nebbiolo ($40). “Between $25-$35 seems to be the best price point for Italian wine, allowing for a nice convergence between high quality and easy drinking,” says Pimpinelli.
Flatiron Wines & Spirits and other participating retailers each received a large triangular sign this week from the Italian Trade Agency for their sales floors as well as p-o-s materials to hand out with customer purchases. Pimpinelli notes a key contributing factors to Italian wine sales are strong connections to ancestry and travel experiences. “In the New York metro area, there are so many people of Italian descent who want to feel some kind of connection to their ancestral homeland, and Americans who have visited Italy want to recall their experiences there,” she says.