The Consortium for the protection of Brunello di Montalcino is renewing and expanding its commercial alliance with the United States, reaffirming the strategic importance of its primary export market at a time of heightened trade tensions. The initiative unfolds through an ambitious program headlined by Benvenuto Brunello 2026, which took place on February 24 in New York City, and, for the first time, a series of masterclasses in Texas on March 3 and 4 in Dallas and Austin.
RECORD PRESENCE IN NEW YORK
At the centrally located 583 Park Avenue in Manhattan, 48 producers of Brunello and Rosso di Montalcino PDO participated in a B2B tasting with U.S. trade professionals and specialized press. The showcase focused on the latest vintages released to market in January: Brunello 2021, Brunello Riserva 2020, and Rosso di Montalcino 2024.
Yesterday, a consumer tasting was held in partnership with Millésima, the luxury wine retailer in Manhattan’s Upper East Side, which will open its doors to enthusiasts alongside the visiting Italian wineries.
For the Consortium’s president, Giacomo Bartolommei, the New York edition carries strong symbolic and commercial value. “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,” Bartolommei said. “We are convinced,” he added, “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.”
BRUNELLO OUTPERFORMS A CONTRACTING MARKET
According to an analysis by the Observatory of Unione Italiana Vini (UIV), conducted for the Consortium and based on U.S. distributor sales recorded in 2025 by the Sipsource platform, Brunello has significantly outperformed the broader market.
While overall commercialized volumes declined by 8.8% (with Italian wines down 5.2%), Brunello registered a +7.7% increase in volume and +2% in value. Growth was driven primarily by the hospitality and wholesale club channels, underscoring resilient demand for one of Montalcino’s flagship appellations.
The upturn—particularly marked in the final months of last year—has been most pronounced in the U.S. South, especially Texas. The region now accounts for approximately half of the Brunello market in the United States and has posted volume growth approaching +9%.
STRATEGIC FOCUS ON TEXAS
It is no coincidence that Texas is at the heart of the Consortium’s educational strategy. Two masterclasses led by Gabriele Gorelli, Italy’s Master of Wine, will take place in Dallas and Austin on March 3 and 4.
Titled “Brunello 2021: Decoding the Vintage,” the format offers an in-depth exploration of the new vintage, which has already garnered highly positive critical reception in both Italy and the United States.
L’articolo Brunello di Montalcino Reaffirms U.S. Strategy proviene da Italianfood.net.