To encourage Americans to buy more Italian wines, the Ministry of Economic Development has instructed the Italian Trade commission to study and implement the largest promotional project of Italian wine in the US (2017), with an investment of $22 million over 3 years, according to Michele Scannavini, Worldwide President of the Italian Trade Commission, ICE Agency. A major focus of the marketing effort will be to educate consumers on the diversity of the Italian wine market with a focus on grape varieties.

Fortunately for Italy, many Americans drink Italian wines (32.4 percent) as it generates $1.65 billion (January – November 2016) for the Italian economy. In fact, Americans consumed 5.9 percent more Italian wines in 2016 than they did in 2015. People who live in New York, California, Florida, Illinois and Texas drive consumption, representing 50 percent of the market. These consumers are spending $20+ per bottle demonstrating a strong interest in rose, organic and lesser-known indigenous varieties.