Landmark Gathering Draws Unprecedented Participation (Image Credits: Pixabay)
New York City – Producers of the renowned Tuscan wine gathered in record numbers to reinforce commercial bonds with the United States, a vital export market facing trade uncertainties.[1]
Landmark Gathering Draws Unprecedented Participation
The Consortium for the Protection of Brunello di Montalcino organized Benvenuto Brunello 2026 on February 24 at 583 Park Avenue in Manhattan. Forty-eight producers showcased Brunello and Rosso di Montalcino PDO wines during a B2B tasting attended by American trade professionals and specialized press. The event highlighted recent vintages, including Brunello 2021, Brunello Riserva 2020, and Rosso di Montalcino 2024.
A separate consumer tasting partnered with luxury retailer Millésima on Manhattan’s Upper East Side. Consortium president Giacomo Bartolommei emphasized the event’s importance. “We believe this New York edition of Benvenuto Brunello is particularly significant: Montalcino does not intend to give up its privileged partner at a time of trade tensions, and it is doing so with a record presence of its producers, 40% more than last year,” he stated.[1]
Sales Figures Reveal Market Outperformance
Brunello di Montalcino bucked broader industry trends in 2025, according to data from the Observatory of Unione Italiana Vini (UIV). Analysis of U.S. distributor sales via the Sipsource platform showed overall commercialized volumes fell 8.8 percent, with Italian wines down 5.2 percent. In contrast, Brunello volumes rose 7.7 percent, accompanied by a 2 percent value increase.
Hospitality channels and wholesale clubs fueled the growth, particularly in the U.S. South. Texas emerged as a powerhouse, representing about half of the U.S. Brunello market and recording nearly 9 percent volume growth. Bartolommei noted, “We are convinced that American consumers feel the same way, and domestic sales data confirm it. Last year, Brunello was among the very few denominations to grow, with a 7.7% increase in volumes sold through U.S. retail outlets.”[1]
| Category | Volume Change (2025) |
|---|---|
| Overall Market | -8.8% |
| Italian Wines | -5.2% |
| Brunello di Montalcino | +7.7% |
Texas Masterclasses Signal Fresh Expansion
The consortium extended its U.S. outreach with debut masterclasses in Texas on March 3 in Dallas and March 4 in Austin. Gabriele Gorelli, Italy’s Master of Wine, led sessions titled “Brunello 2021: Decoding the Vintage.” Participants explored the new release, which has received acclaim from critics in Italy and the United States.
Texas’s prominence underscores a targeted strategy. The state drives significant demand, aligning with the wine’s rising popularity in southern markets. These events build on the New York success, aiming to deepen ties with key buyers and enthusiasts.[1]
Strategic Focus Amid Global Challenges
The U.S. remains Brunello di Montalcino’s top export destination. Recent initiatives reflect confidence despite trade frictions. Producers increased participation substantially, signaling long-term commitment.
Key factors include:
- Strong performance in hospitality and club channels.
- Texas’s outsized market share.
- Positive reception for 2021 vintage.
- Robust B2B and consumer engagements.
These efforts position the consortium to navigate uncertainties effectively.
Key Takeaways
- Brunello volumes grew 7.7% in the U.S. amid an 8.8% market decline.
- Record 48 producers at New York event, up 40% from prior year.
- Texas masterclasses debut, targeting the region’s dominant demand.
Brunello di Montalcino’s U.S. momentum offers a blueprint for resilience in premium wine exports. As trade dynamics evolve, sustained engagement with American buyers will prove essential. What are your thoughts on Brunello’s U.S. trajectory? Share in the comments.
