Brunello di Montalcino’s U.S. Surge: A Premium Wine Defying Market Trends
Brunello di Montalcino is experiencing a remarkable period of growth in the United States, bucking broader declines in the wine market. Recent data reveals a 7.7% increase in volume and a 2% rise in value of U.S. Distributor sales in 2025, according to the Observatory of Unione Italiana Vini (UIV) tracked via Sipsource. This performance significantly outpaces both the overall U.S. Wine market and other Italian wines.
Texas Takes the Lead in Brunello Consumption
Whereas Brunello di Montalcino is gaining traction nationwide, the Southern United States, particularly Texas, is emerging as a key driver of this success. Texas now represents nearly half of Brunello’s U.S. Market, with volume growth approaching 9%. This regional focus is prompting producers to expand their engagement in the state, with new masterclasses planned for Dallas and Austin in March.
Benvenuto Brunello 2026: Showcasing New Vintages
The Consorzio del Vino Brunello di Montalcino is capitalizing on this momentum with “Benvenuto Brunello 2026,” a series of trade-focused events. On February 24th, 48 producers will present newly released vintages – Brunello 2021, Brunello Riserva 2020, and Rosso di Montalcino 2024 – at 583 Park Avenue in New York City. A consumer tasting, in partnership with Millesima, will follow on February 25th.
Strong Performance Across Channels
The growth in Brunello sales isn’t limited to a single distribution channel. The hospitality industry and wholesale clubs are demonstrating particularly strong performance, indicating broad appeal among both on-premise consumers and retail buyers. This widespread demand underscores the wine’s enduring appeal to both trade and consumers.
A Premium Wine in a Challenging Market
Brunello’s success is particularly noteworthy given the overall decline in U.S. Wine volumes (down 8.8%) and Italian wine sales (down 5.2%). The fact that Brunello is one of the few denominations experiencing growth highlights its unique position as a sought-after premium wine.
Future Trends & What to Expect
The continued success of Brunello di Montalcino in the U.S. Market suggests several potential future trends:
Increased Focus on Regional Marketing
Given Texas’s significant contribution to Brunello’s U.S. Sales, expect to see more targeted marketing efforts and events in the Southern states. This could include expanded distribution networks, specialized promotions, and collaborations with local restaurants and retailers.
Expansion of Educational Initiatives
The masterclasses led by Master of Wine Gabriele Gorelli demonstrate a commitment to educating consumers and trade professionals about Brunello’s nuances. This trend is likely to continue, with more in-depth tastings, seminars, and online resources becoming available.
Growth of Luxury Wine Retail Partnerships
The collaboration with Millesima, a luxury wine retailer, signals a growing emphasis on reaching high-end consumers. Expect to see more partnerships with similar retailers and exclusive events catering to collectors and enthusiasts.
Sustainability and Terroir Emphasis
Consumers are increasingly interested in the origins and production methods of their wine. Brunello producers are likely to emphasize their commitment to sustainable viticulture and the unique terroir of the Montalcino region to further enhance the wine’s appeal.
FAQ
What is Brunello di Montalcino?
Brunello di Montalcino is a prestigious Italian wine made exclusively from Sangiovese grapes grown in the Montalcino region of Tuscany.
Why is Brunello di Montalcino so popular?
Its popularity stems from its high quality, aging potential, and unique flavor profile, as well as its association with Italian luxury and tradition.
Where can I find Brunello di Montalcino in the U.S.?
It is available at many wine retailers, restaurants, and online wine shops, particularly those specializing in fine wines.
What vintages are currently being released?
Brunello 2021, Brunello Riserva 2020, and Rosso di Montalcino 2024 are the newly released vintages as of February 2026.
What is Benvenuto Brunello?
Benvenuto Brunello is a series of trade-focused events organized by the Consorzio del Vino Brunello di Montalcino to connect producers with U.S. Buyers and media.
