New York – September 24, 2026 -- The Italian Trade Agency will roll out Italian Wine Week across the New York Metropolitan Area from October 12 to October 25, 2026, enlisting more than 100 wine retailers in Manhattan, Brooklyn, Queens, and Jersey City to drive consumer traffic ahead of Vinitaly USA's New York debut.
Retail activation precedes trade-only exhibition at Pier 36
The two-week citywide campaign functions as the consumer-facing lead-in to Vinitaly USA, the industry-only exhibition set for October 26-27 at Pier 36. That trade show will draw more than 300 Italian wine producers and over 400 qualified trade professionals for tastings, networking, and business meetings, according to the Italian Trade Agency.
Participating shops receive point-of-sale kits and trade passes
Retailers carrying Italian wines can join the program at no cost by registering on the campaign's landing page. Enrolled shops receive point-of-sale display kits, local media promotion, and complimentary trade passes for buyers and staff to attend Vinitaly USA.
Digital map directs shoppers to store-specific promotions
An interactive map on the official campaign website will let consumers locate participating bottle shops, each featuring dedicated Italian Wine Week displays and exclusive store-specific offers throughout the activation period.
Erica Di Giovancarlo, Trade Commissioner & Executive Director for the USA at the Italian Trade Agency, said the initiative connects Italian producers, U.S. wine trade, and consumers while showcasing the diversity and quality of Italian wine ahead of the Pier 36 event.