It’s not just nostalgic fiascos of Chianti in classic red sauce joints: Italian wine and spirits continue to show up on menus across the U.S., from neighborhood bars to fine dining institutions, year after year. Bartenders and somms don’t just feature these products out of tradition or habit, but because they consistently deliver on quality. Now, in addition to Italy’s historic, reliable brands, there’s a new wave of producers expanding the category and pushing it forward.
Bringing this exciting new era of Italian drinks stateside is the Vinitaly.USA expo. The U.S. extension of Italy’s most iconic wine and spirits event, Vinitaly.USA is making its return to Chicago this fall, on October 5 and 6 at the Navy Pier. The convention connects producers with the trade, shining a light on the latest developments in the category, exploring the new stories emerging in the Italian beverage community, and sharing how U.S. wine pros can effectively showcase bottles and educate consumers.
With all of the energy around Italian wine and spirits, it’s important to dig deeper into why the category is thriving, and how it might be poised to take off even further. So we tapped some of the industry’s most trusted tastemakers to discuss how Italian wine and spirits have not only remained popular over the past few years, but proved to be stronger, cooler, and more relevant today than ever before.
Italy’s Always Been There — So Why Now Again?
As one of the leading wine-making countries in the world — duking it out with France for the title of highest production by volume each year — Italian products have always been a go-to for beverage programs. Beyond just drinks, Italian culture is pervasive in U.S. life: its easy-to-love cuisine always remains a fan-favorite and Italy is constantly romanticised by media, with imaginary worlds like “The White Lotus” and shows like Stanley Tucci’s “Searching for Italy” sharing visions of dreamy Italian landscapes, from sunny hillside vineyards to the coasts. Though people have long aspired to live “La Dolce Vita,” industry pros and consumers alike are increasingly gravitating to Italy for its vibrant drinks culture, one that spans centuries of tradition and a new set of forward-thinking minds.
“Italian producers emphasize craftsmanship, regional identity, and time-honored methods. Whether it’s a bold Brunello, a crisp Vermentino, or a complex amaro, each bottle tells a story of place and passion,” Kat Hawkins wine director at Chicago’s Tre Dita says. “This deep cultural connection adds depth and credibility that modern consumers crave in a market flooded with mass-produced options.”
Though the country’s history is essential to its success, more recently, a new set of trends has helped push the category forward, capitalizing on Italy’s effortlessly chic aperitivo culture. “At the same time, there’s a stylish ease to Italian drinking culture: think aperitivo hour with an Aperol Spritz or Negroni in hand,” Hawkins adds. “These things feel both aspirational and accessible. Social media has amplified this vibe, turning everyday Italian rituals into lifestyle goals. For younger generations seeking experiences over excess, Italian wine and spirits offer an elegant and authentic escape.”
Italy is in a unique position to fit the demands of the modern consumer, with its versatile regional offerings, low-ABV style cocktails, and accessible price points. The country’s timelessly easy, breezy aperitivo culture delivers on all of these fronts, making it ever-more appealing to the new generation of consumers.
The Somm Perspective
While apertivo culture is all the rage on the cocktail end, Italian wine is having its own distinct moment as well. In response to growing interest in searching for under-the-radar values, sommeliers are digging deeper into the country’s lesser-known gems, with regions like Sicily and Abruzzo at the forefront.
Though Italy was historically revered for its bold, tannic reds like Barolo, Chianti Classico, and Brunello di Montalcino, many younger consumers are looking for lighter, more approachable wines. This prompted pros to look to often-overlooked native grapes and regions slightly off the beaten path. Luckily, Italy is brimming with exciting grape varieties to discover. Sicily’s Nerello Mascalese and Frappato as well as Piedmont’s Pelaverga and Freisa have captivated those who love chillable reds. And that’s just scratching the surface.
“As consumers seek authenticity without the inflated price tags tied to big-name regions, these hidden gems offer incredible value. Areas like Calabria, Umbria, and Basilicata produce wines and spirits rooted in centuries of tradition, often using indigenous grapes and artisanal methods,” Hawkins says. “Their relative obscurity means they avoid the premium costs driven by global demand. For those craving craft, story, and substance over hype, these lesser-known regions provide a rich and rewarding experience that won’t break the bank.”
Italy’s vast diversity in producers, regions, and grapes has only helped it adapt to the ever-changing demand from U.S. consumers. So being educated and tapped in to what’s current in the Italian market is more essential than ever as a wine professional.
The Spirits Side
Though much of the trend toward all-things-Italian has been attributed to the boom in Aperol and its namesake spritz (not to mention the Prosecco that goes in it), what’s driving this overall movement is much larger than just one brand.
“What’s fueling the aperitivo and amaro moment goes way beyond Aperol,” Maggie Craig Ciolino, associate category buyer for Wine.com says. “People are leaning into lower ABV options, and the whole Italian ‘aperitivo hour’ vibe feels aspirational and easy to buy into. Add in cocktail culture and social media glamorizing spritzes, and it’s no wonder the category blew up.”
Ciolino adds that as the movement has gained steam, curious drinkers are even branching out into regional amari and vermouths. “Aperol might not stay the star forever, but the culture around it is definitely here to stay,” she says. “If anything, we’re heading into the next wave. Spritzes that go beyond Aperol like Cappelletti and Cynar, regional deep-dives into Sicily or Piedmont, and a rise in U.S. craft producers putting their own spin on the categoryThe rise of aperitivo culture has also created space for more modern Italian spirits to catch the attention of U.S. bartenders. As more drinks pros are looking to incorporate Italian products into cocktails, it’s important to learn about what local spirits, like Italian gin, can add to a program.
Why It’s More Than a Moment
Falling somewhere between a beverage-making benchmark and an up-and-coming force, Italy currently lies in an interesting position. But through its deep history, it’s clear that Italy’s wines and spirits are here to stay.
“Italy never went away, but right now it feels fresh again because people are looking for authenticity. Italian wine and spirits come with deep culture and tradition, but they still feel exciting,” Amy Racine, beverage director and partner at JF Restaurants, says. “You see it in natural leaning wines from Sicily, lighter reds from Alto Adige, or new takes on amaro and vermouth. People want products with history and a story, and Italy has endless stories. I think it’s here to stay because it’s not just a fad. It’s tied to lifestyle and culture, and people really connect with that.”
The country’s dedication to its native grapes and traditions add to its appeal, but a new wave of producers continue to push the products forward.
“Italy is in constant evolution. I know that sounds strange to say from a place that stays ‘eternal,’” Alexandra Thomas, wine director and head sommelier at Chicago’s Adalina, says. “I try to visit Italy each year and I am so surprised at the new winemakers, new wineries, or even legacy families ushering their wines into the ‘global palate’ age. There are new techniques being implemented all the time, so that the world can see the expansive powerhouse their wine industry really has become.”
And the best way to move forward? Pros suggest investing in trade education and development. “Mentor new bartenders and consult with veterans about how and why product is moving in their bars,” Graham Essex, a bartender at Gibsons Italia, says. “Implement those developed strategies into every market, for both on premise as well as off premise.”
To further your education on the market of Italian wines and spirits, visit the Vinitaly.USA website to purchase a ticket for panels and tastings at this October’s event.
This article is sponsored by Vinitaly.USA.
