Italy is the top supplier of wine to the United States but its quality is not yet fully perceived by American consumers. To improve perception and positioning in a highly-competitive market, the Italian government is investing 20 million euros in a three-year campaign, said Maurizio Forte, the Italian Trade Commissioner in the United States.

The campaign, targeted to consumers aged 35-55, will be focused on communication initiatives but also training opportunities and B2B events in five states (New York, Illinois, California, Texas and Florida) with a new video – ‘Italian Wine-Taste the Passion’ that will be distributed nationwide thanks to social media.