The Italian Trade Agency brought Made in Italy to Bar Convent Brooklyn (BCB), one of the most important trade events for spirits in the U.S. The Italian Trade Agency’s participation aimed to strengthen the positioning of Italian companies in the U.S. market and enhance the global image of Made in Italy in the spirits sector.

This year, 12 companies participated, representing a diverse range of Italian regions and a broad selection of products to be enjoyed neat or mixed. Among them: SILVIO MELETTI, NUOVE DISTILLERIE VINCENZI, GABRIELLO SANTONI, PAESANO, WOLFREST GIN, STREGA ALBERTI BENEVENTO, ITALSPIRITS, ZANIN 1895, VST VINI E SPUMANTI, PALLINI, MANCINO VERMOUTH, and RONER DISTILLERIE.

“Italian spirits still have significant growth potential, and BCB is the ideal event to raise awareness and share the story behind Italian brands,” said Erica di Giovancarlo, Director of the Italian Trade Agency in New York and Coordinator for the USA Network. She added, “For this edition as well, the Italian Trade Agency showcased a wide array of premium products that tap into New York’s constant desire for novelty. Through the press event, the Italian pavilion, the Bar Italia, and educational masterclasses at the fair, we aimed to offer opportunities for learning and discovery that we hope will translate into greater business opportunities for participating companies.”

The communication efforts in support of Italian companies kicked off with a traditional Italian aperitivo hosted at Barlume NYC on June 9. This event gave importers, distributors, journalists, and brand ambassadors the chance to sample exclusive cocktails created by mixologist Michele Alfonso. Educational programming was also a major focus at the fair, with two seminars titled “Shaken, Stirred, and Perfected: Mastering the Art of Cocktails” and “Break the Ice: Crafting the Classics with an Italian Touch.” These sessions demonstrated to attendees the versatility of Italian spirits in both national and international cocktail creation.

To further boost the visibility of Italy’s presence, several initiatives were launched, including branding on attendee badges and the official event map with the Italian Trade Agency logo, advertisements in free press distributed in the New York City subway system, and a traditional listing in the event’s official catalog.

In 2024, total Italian spirit exports to the United States reached $269.1 million, marking a 5.2% increase over 2023 and securing a 2.3% market share.

The first quarter of 2025 has already seen $78.6 million in exports, a 39.4% increase over the same period the previous year. Even more notable is the 55.3% rise in export volume, from 2.27 million proof liters in Q1 2024 to 3.53 million in Q1 2025.

This positive momentum has brought Italy’s market share in the U.S. to 2.8% in value and 3.2% in volume, highlighting a decidedly favorable trend for Italian spirits in the American market.