by InTrieste
In a rapidly expanding U.S. market for premium wines, Italy’s Friuli Venezia Giulia region is gaining increasing recognition for its high-quality wines, particularly its celebrated whites. With growing interest from American buyers, Italian producers are seizing new opportunities to showcase their products on the global stage.
This week, Stefano Zannier, Regional Councillor for Agri-Food, Forestry, and Fisheries Resources of Friuli Venezia Giulia, highlighted the region’s success in penetrating the American market during the inaugural edition of Vinitaly in the United States, held in Chicago.
“The United States market offers many great satisfactions for our products,” Zannier said. “It’s a market that must be well understood in order to approach it successfully. One thing is clear: Friuli Venezia Giulia is already recognized as a significant name and a benchmark of excellence in wine production, particularly for white wines. This is an important sign that makes us proud.”
Zannier’s comments come as the region continues to expand its footprint internationally. At Vinitaly’s Chicago event, Friuli Venezia Giulia producers—participating both through the regional stand of Ersa (the Regional Agency for Rural Development) and through independent initiatives—had a strong presence. They presented their wines to a wide range of distributors, importers, and buyers, all eager to explore the unique characteristics of Italy’s northeastern corner.
“This edition is organized very differently from the traditional formats we are used to,” Zannier noted. “We’ve understood that it’s essential to focus even more on how we approach distribution, ensuring the best connections between buyers and our entrepreneurs.”
For Friuli Venezia Giulia, the Chicago event represents not just an opportunity to secure business deals, but also to enhance its reputation among wine aficionados and industry professionals. Zannier underscored the importance of these personal connections, pointing to the region’s growing appeal among U.S. consumers.
“The scheduled meetings of our companies all took place, and this demonstrated the professionalism of our system,” Zannier explained, noting that a masterclass featuring the region’s wines earned glowing reviews from participants.
The success of Friuli Venezia Giulia’s wines in the United States reflects broader trends in the global wine industry, where niche markets and specialized products are increasingly favored over mass-market brands. The region, renowned for its pristine landscapes and centuries-old winemaking traditions, has seen a steady rise in export demand, particularly for its distinct white wines.
As American consumers grow more discerning, regions like Friuli Venezia Giulia—where quality is often paired with a deep cultural heritage—stand to benefit. Zannier and the region’s producers are confident that this is only the beginning of a long-term relationship between Friuli Venezia Giulia and the U.S. market.
The next step, according to Zannier, will be to further strengthen the region’s commercial presence, ensuring that Italian producers can effectively meet the growing demand for their wines. “We must now work to best support our entrepreneurial system, so that supply can successfully meet demand,” he concluded.
With the ongoing success of events like Vinitaly, Friuli Venezia Giulia is well on its way to becoming a household name among American wine lovers.
