Brunello’s Bold Bet on the US: A Wine Region’s Strategy for Growth
Following successful previews in Tuscany, the focus for Brunello di Montalcino is now firmly set on overseas markets, particularly the United States. This strategic shift comes ahead of key industry events like ProWein in Germany and Vinitaly in Verona, signaling a proactive approach to maintaining and expanding consumer reach.
The US Market: A Bright Spot for Brunello
Despite a general downturn in wine volumes sold in the US, Brunello di Montalcino has bucked the trend. Recent data reveals a 7.7% increase in volume and a 2% increase in value of Brunello sales within the United States last year, according to analysis by the Unione Italiana Vini (UIV) for the Consorzio del Brunello di Montalcino. This performance positions Brunello as a rare success story in a challenging market.
This growth is particularly notable given an overall 8.8% decline in US wine volumes and a 5.2% decrease for Italian wines specifically. The resilience of Brunello demonstrates a continued demand for premium, symbolic products from Montalcino.
Texas Takes Center Stage
The southern United States, and Texas in particular, is emerging as a crucial market for Brunello. Currently, Texas accounts for approximately half of the Brunello market share within the US, experiencing a volume growth nearing +9%. This has prompted the Consorzio del Brunello di Montalcino to expand its outreach efforts, including masterclasses led by Master of Wine Gabriele Gorelli in Dallas and Austin.
The “Benvenuto Brunello 2026” format, initially launched in New York, has been extended to Texas for the first time, showcasing the latest vintages – Brunello 2021, Brunello Riserva 2020, and Rosso di Montalcino 2024 – to both trade and consumers.
Expanding Reach Through Strategic Partnerships
The Consorzio is actively engaging with key partners, such as Millesima, a luxury wine retailer in New York, to reach a wider consumer base. The New York event saw 48 Brunello and Rosso di Montalcino producers interacting with US press and trade, a 40% increase in participation compared to the previous year.
Giacomo Bartolommei, President of the Consorzio, emphasized the importance of maintaining strong relationships with key partners, even amidst commercial tensions. The increased presence of producers underscores a commitment to the US market and confidence in continued consumer demand.
The Broader Wine Fair Landscape
Brunello’s focus on direct engagement in the US complements the broader international wine fair circuit. Events like Wine Paris & Vinexpo Paris, ProWein, and Vinitaly serve distinct roles: Wine Paris aims to be a global event, Vinitaly focuses on showcasing Italian wines, and ProWein is central to the German market. These fairs, alongside targeted missions like the one in the US, create a multi-faceted approach to market penetration.
Did you know? Italy was the leading country represented at ProWein 2025, highlighting its significant role in the global wine trade.
FAQ
Q: What is “Benvenuto Brunello”?
A: It’s a promotional format used by the Consorzio del Brunello di Montalcino to showcase its wines to key markets, including the US.
Q: Why is Texas so important for Brunello sales?
A: Texas currently represents about half of the Brunello market in the United States and is experiencing significant growth in wine consumption.
Q: What is the role of ProWein and Vinitaly?
A: ProWein and Vinitaly are major international wine fairs that serve as important platforms for trade and networking, complementing direct market initiatives like the US tour.
Pro Tip: Keep an eye on regional wine consumption trends. Focusing on areas with demonstrated growth, like Texas for Brunello, can maximize marketing ROI.
Explore more about Italian wine regions here.
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