30% of U.S. consumers define themselves as “real user” of fine wines, with a predominance of consumers who are Millenials, men, belonging to the upper class, and with a marked curiosity towards foreign wines. And, after “made in the US” wines, Italian fine wines are the most consumed by Americans in the past year, thanks to their increasing reputation.

The perception of Italian fine wines in terms of style and elegance, historically attributes reserved to French wines, increased: in 2024, 27% of American consumers associate these values with Italian wines, growing compared to 20% registered in 2017.