Latest news with #Vinitaly
Forbes
21-05-2025
- Automotive
- Forbes
How Napa Valley And The Tuscan Coast Left Bordeaux Behind
Maremma sunset panorama. Countryside, sea and Elba island on horizon. San Vincenzo, Tuscany, Italy. Driving along the coastal road that cuts through Bolgheri, a modest sign reads "La California." Blink and you might miss it. But for those who work in wine, the moment is symbolic. Nestled into the northern foothills of Tuscany's coastal Bolgheri DOC, this small town shares more with its American namesake than just a name. It represents a close connection that both California's Napa Valley and the Tuscan Coast, including Bolgheri and beyond, have become standard bearers for Bordeaux varieties. Over the past several decades, these two coastal regions have emerged as benchmarks for Cabernet Sauvignon, Cabernet Franc, and Merlot blends, offering distinctive expressions shaped by sun, soil, and sea. At this year's Vinitaly in Verona, Andrea Lonardi MW and I presented "California to California," a comparative masterclass exploring how Napa Valley and the Tuscan Coast have evolved. It was a packed room filled with producers, sommeliers, and journalists. What struck me most was how Napa was widely recognized by our Italian audience in name, but less so in understanding—particularly in terms of its geography, geology, and the many parallels it shares with the Tuscan Coast. Following the presentation, I caught up with a few Napa winemakers to further explore the idea. Our goal: to reframe the conversation. Instead of constantly measuring these regions against Bordeaux, we argued that Napa and the Tuscan Coast have developed shared, independent identities that bear a deeper connection with each other than with the French originator. A connection driven by sunshine, structure, and site. Napa Valley wine country mountain hillside vineyard Coastal Influence: The Sun and the Sea Both Napa Valley and the Tuscan Coast benefit from a defining coastal influence, but the mechanisms differ. In Napa, cool air and fog flow through the San Pablo Bay and up the valley floor, particularly impacting southern AVAs like Carneros, Stags Leap, and Oak Knoll. Mountain breaks near Calistoga in the north allow for pockets of diurnal shift even in warmer zones. "We have no significant humidity. We have no rain that changes our disease pressures. That's why our vintages are a little more consistent," says Freemark Abbey winemaker Kristy Melton. "We have this really beautiful cooling fog that helps preserve the acidity and our natural fruit flavors, and then that burns off in the morning, and then we've got wonderful heat and sunshine and drier conditions." In Tuscany, maritime breezes blow in from the Tyrrhenian Sea, tempering the region's Mediterranean heat and helping preserve acidity and aromatics. What they share is sunlight. Both regions produce bold, expressive wines with ripe fruit and plush texture. In Bordeaux, maritime humidity, vintage variation, and a later-ripening climate create a leaner, more structured profile. In Napa and Bolgheri, sunlight and warmth ensure ripeness year after year. A Conversation in Soils Geology tells the second half of the story. Napa Valley's soils are famously diverse, born from a collision of tectonic uplift, volcanic activity, and alluvial wash. "Napa is formed in three different ways. The eastern part is volcanic. The mountains are volcanic in origin. The western mountains are from tectonic plates colliding and pushing up, and then the middle of the valley was ocean floor, so it's sedimentary," explains Freemark Abbey winemaker Kristy Melton. "Most people have this binary belief you're either on the valley floor or you're on a mountain. And as you know, they're like many flavors in between,' says Matt Crafton, winemaker for Chateau Montelena. 'If we look at the great vineyards of Napa Valley, they sit on these alluvial fans. It's a very complex environment when it comes to soils and the interaction with fog, sunshine, and evening breezes makes it a very unique place for vineyards.' Sunset over Bolgheri vineyards, Maremma Tuscany, Italy. On the Tuscan Coast, Bolgheri's vineyards sit on a mix of alluvial and marine sediments. In the higher elevations, rocky and mineral soils add savory nuance and grip. In Suvereto and Capalbio, clay and limestone dominate, contributing power and structure. Alluvial soils, in particular, seem to offer a transatlantic bridge—producing some of the most finessed, age-worthy wines in both regions. Tasting Identity: Distinction Without Comparison We tasted eight wines from both regions: Each wine showed a distinctive character tied to its site, yet shared a common sense of ripeness, structure, and clarity. Standouts included the 2021 Ornellaia, which delivered incredible balance and aromatic depth, and the 2021 Chateau Montelena, which offered a vibrant, sculpted example of Napa Cabernet. The purity and elegance of Monteverro stood out for its seamless integration, while Poggio al Tesoro showcased an authentic, varietally precise expression of Cabernet Franc. Guado al Tasso and Petra impressed with their depth and harmony, and the Freemark Abbey Bosché and Stag's Leap FAY offered a clear view into Napa's capacity for refined, age-worthy structure. These are wines with identity—not because they mirror Bordeaux, but because they speak clearly of where they're grown. They have structure, freshness, and complexity, but they also have something Bordeaux doesn't: sunshine in their bones. Outgrowing the Shadow 'It no longer makes sense to compare Napa Valley or the Tuscan Coast to Bordeaux. These regions are no longer reflections—they are their own realities,' said Lonardi. 'In many ways, we are all sons of Sassicaia and of Robert Parker's influence, but each of these places has developed a vinous dialect rooted in its landscape. And perhaps more interestingly, they now speak in harmony with each other.' Chateau Montelena's Matt Crafton paraphrases Randall Grahm, the pioneering American winemaker of Bonny Doon, in a sentiment that echoes Lonardi's. 'Of all the wines in the valley and maybe even in the world, you can break them down into two different categories—wines of place, and wines of effort. And I think that there are very, very few wines of place in the world, probably a tenth of 1 percent,' says Crafton. 'Those are wines that are specifically made to represent a unique growing site. Those are wines where winemaking is about making yourself disappear to reflect the vintage and the site, whereas wines of effort focus on creating something unique through winemaking techniques.' In the case of Napa Valley and the Tuscan Coast, Bordeaux varieties have not just survived outside their birthplace; they have found new expressions, new cadences, and new audiences. Whether on the alluvial benchlands of Oakville or the rolling foothills of Bolgheri, they have found home. That evolution—away from mimicry and toward authenticity—was at the heart of our presentation. These two regions are no longer promising New World upstarts or rebellious outposts of Bordeaux. They are confident, mature, and dynamic wine cultures with their own internal logic, shaped by their respective coastal climates, complex soils, and bold histories. And most importantly, they are wines of place. For those still reaching for a Bordeaux comparison when tasting Napa or Bolgheri, the conversation has moved on. These wines are telling a different story now—one of sunshine, soil, and singularity.
Malaysian Reserve
05-05-2025
- Business
- Malaysian Reserve
Veronafiere and the Italian Trade Agency Convene U.S. Wine Industry Leaders to Tackle Tariffs and Market Challenges in Washington, D.C. Roundtable
WASHINGTON, May 5, 2025 /PRNewswire/ — Veronafiere, organizer of Vinitaly, and the Italian Trade Agency (ITA) hosted a high-level roundtable entitled, 'Inside Italian Wine's Next Move in America' at Cafe Milano in Washington, D.C. on Thursday of last week. In anticipation of (taking place in Chicago on October 5–6), the event gathered leading figures from the U.S. wine trade, Italian institutions, policymakers, and the media to discuss strategies for navigating the evolving American wine market. At a time of renewed tariff uncertainty and shifting consumer trends, the roundtable created space for candid dialogue on how to protect and grow Italian wine's presence in the U.S.—Italy's most valuable export market, accounting for 24% of total Italian wine exports. Italian wine remains the #1 imported wine category in the U.S., holding a 33% market share. Key Speakers and Guests Notable attendees included Federico Bricolo, President of Veronafiere; Matteo Zoppas, President of the Italian Trade Agency (ITA); Adolfo Rebughini, General Manager of Veronafiere; Robert Tobiassen, President of the National Association of Beverage Importers (NABI); Robert Allegrini, President of the National Italian American Foundation (NIAF); and representatives from Akin Gump, lobbying on behalf of the U.S. Wine Trade Alliance. Also present were key industry leaders such as Tara Empson, CEO of Empson USA and recipient of the 2025 Vinitaly International Award; Dina Opici, Chairwoman of the Wine & Spirits Wholesalers of America (WSWA) and President of Opici Family Distributing; Francis Creighton, CEO and President of WSWA; Federico Veronesi, CEO of Oniwines Group; Charles Lazzara, CEO of Volio Imports; and Amanda Page, Director of Tolaini Distribution. Guest of honor was Mariangela Zappia, Italy's Ambassador to the United States. Discussion Highlights Federico Bricolo addressed the urgency of the moment: 'Even modest tariffs can have a significant ripple effect in a highly competitive market like the United States. In today's climate of geopolitical tension, direct engagement is more critical than ever. Strengthening ties with U.S. trade partners now can help mitigate future risks. A well-established relationship between producer and importer is more likely to withstand cost pressures or policy shifts, enabling both sides to adapt rather than retreat.''Events like are essential platforms to reinforce relationships, build visibility, and strengthen resilience across the trade.' Matteo Zoppas echoed the concern over tariffs: 'Until there is greater clarity on implementation, it's difficult to fully gauge the impact on exports. What we do know is that tariffs are damaging in any scenario—just their announcement can destabilize the market.'He continued:'According to the U.S. Wine Trade Alliance, for every dollar earned by an Italian wine producer, U.S. businesses earn $4.52. This is a result of the three-tier distribution system, where American importers, distributors, retailers, and restaurants apply margins at every stage.' Adolfo Rebughini emphasized the consumer impact: 'Tariffs will inevitably raise prices. A mid-range bottle of Prosecco that once retailed at $10.99 may soon cost $12.99. That's why initiatives like are so important. These events not only promote Italian wine but also help strengthen the producer–importer relationship, giving both sides the tools to navigate challenges and ensure long-term success in the U.S. market.' The discussion underscored the need for ongoing collaboration, renewed investment by Italian producers in the U.S., and market diversification into regions like Canada, Mexico, Brazil, and Asia. Next Steps: White Paper to Follow To ensure the insights and recommendations shared during the roundtable have lasting impact, a white paper will be drafted based on the discussion and made available to the broader wine industry in the coming weeks. The document will be published on the official Vinitaly and websites and shared with stakeholders across the international wine trade. About returning for its second edition in October 2025, is the largest and most comprehensive Italian wine trade show outside of Italy—and the only event officially licensed to carry the Vinitaly name beyond in 2024, the inaugural edition featured 230 producers and more than 1,650 wines, attracting over 1,500 qualified trade and media professionals. The 2025 edition is expected to surpass 300 producers and expand its reach, further solidifying its position as a premier destination for the North American wine trade. Media Contact Morgana Germanetto, Colangelo & Partners, +1 646 624-2885, mgermanetto@
Yahoo
14-04-2025
- Business
- Yahoo
Neil Empson Posthumously Receives the 'Vinitaly International Award' at the 57th Edition of Vinitaly
A pioneering Italian wine importer to the US, Empson was honored for his lifetime contributions to the wine industry ALEXANDRIA, Va., April 14, 2025 /PRNewswire/ -- Empson USA proudly announced that company founder Neil Empson has been posthumously honored with the prestigious 'Vinitaly International Award' in the "Abroad" category at the 57th edition of Vinitaly, one of the world's leading international wine fairs, held annually in Verona, Italy. The award was presented during the fair's opening ceremony by Veronafiere S.p.A. President Federico Bricolo. Established in 1996, the accolade honors individuals and companies that have shaped the global wine industry through innovation, vision, and long-standing commitment. This year's award was given to Empson for his pioneering contributions to the international success of fine Italian wine. Neil Empson, chairman and co-founder of Empson & Co. (1972), Empson USA (1991), and Empson Canada (2000), was a pioneer in exporting fine Italian wines to the USA, Canada, and beyond. This recognition reflects Neil's significant role in shaping the international reputation of Italian wine as well as building lasting relationships between producers and markets around the world. "This is such a wonderful honor for me, my family and for Empson as a company," said Tara Empson, CEO of Empson USA. "My father dedicated his life to showcasing Italian excellence, and I could not be happier that Veronafiere bestowed this award on him. I was profoundly gripped by emotion upon receiving this recognition, as I miss him dearly and wish he could have been there to accept it." Neil Empson, who passed away in September of last year at the age of 85, co-founded Empson & Co. in Milan in 1972 with his wife, Maria Gemma. Together, they pioneered the export of premium Italian wines at a time when few believed in the category's international potential. Empson was instrumental in introducing Chardonnay from Italy to foreign markets, and championing some of Italy's most iconic brands and underrepresented regions internationally, particularly in the U.S. and Canada. Known for his integrity, charisma, enthusiasm, and captivating storytelling capabilities, Neil Empson left an indelible mark on the wine industry. His legacy includes not only the discovery and promotion of top Italian producers but also a deep respect for quality, authenticity, and the people behind the wines. Today, the company is led by his daughter, Tara Empson, who continues the mission he began over five decades ago. About Empson USA | Family-owned since its foundation in 1991, Empson USA is an enterprising fine wine and spirits importer with a dynamic portfolio of distinctive estates from Italy, Chile, New Zealand, and the USA. Empson's mission is to seek out and champion carefully selected top-tier producers worldwide, and to share the "Art of Fine Wine" with customers and partners in the US market. Contact: Cristina Coariccoari@ View original content to download multimedia: SOURCE Empson USA Sign in to access your portfolio
Forbes
14-04-2025
- Business
- Forbes
Italian Winemakers Prepare For Trump's Tariffs
A general view of the Verona fair center during the 57th Edition of Vinitaly, an international ... More exposition of wine and spirits, in Verona, Italy, on April 6, 2025. (Photo by Roberto Tommasini/NurPhoto via Getty Images) Italian winemakers are worried, not frightened. When the 57th edition of Vinitaly, the most important international exhibition of Italian wines, opened on April 6, nearly everyone in the Italian wine world was braced for a 20% duty on the export of Italian wines to the United States. But this news didn't spoil the euphoric and glamorous atmosphere of Vinitaly. After an initial moment of bewilderment and disappointment, the event went on as usual, although tariffs was one of the most discussed topics during the exhibition. Because of the presence of 1,200 top buyers — with the Americans in pole position — many Italian wine producers took advantage to discuss with them what to do next. 'It's too early to plan a reaction," says Raffaele Librandi, president of Cirò Consortium in Calabria. 'Our US market share is only 5%, so the harm would be limited. Anyway, we and many other Italian wine producers prefer to wait and see what happens in the next few days.' Fabio Zenato, wine producer and president of Lugana wine Consortium, a prestigious wine denomination on the Lake of Garda, says that it would be wrong for the Italians to give up up the American market altogether. "We invested so much in the US markets over the years," Zenato says. 'Discontinuing now these investments only because of these duty is not wise, because for sure it won't last forever. Although we share the general worrying of other wine producing regions, much more at risk than us, we prefer to stay at the window right now, and awaiting.' "I think that the key to overcome this issue is having a strong partnership with our commercial partners overseas," the Sicilian Giovanna Caruso says. Her Caruso & Minini winery exports roughly 60% of its wine production. 'We can absorb half of the surge if they agree to do the same. We need to cultivate a positive mindset,' she said. "I help you if you help me" seems to be the approach chosen by many wine professionals, whether producers, importers, or buyers. ''Let's come together. You pay one third of the tariffs, we do the same, and the consumers will pay the last third with just a small increase of price on the bottle.' 'This was a solution suggested by some American importers to Andrea Rossi, the president of our Consortium, and I think it makes sense,' Susanna Crociani says. She is a wine producer in Montepulciano and the vice-president of the Consortium of the renowned appellation Vino Nobile di Montepulciano. 'After all, our wines are premium wines,' she says. 'A few dollars of increase on an expensive bottle is not a tragedy.' A view of Consortium Sicilia DOC booth. Antonio Rallo, the president of Consortium Vini DOC Sicilia recommends prudence: 'Let the diplomacy work," he says. 'We believe there is still room for maneuver, and are confident that the common sense will eventually prevail.' 'We are sure that our communication efforts and our investments in the USA to elevate the image of Sicilian wines have not been in vain. Even though the duties will stay at 20% we are confident that American wine lovers will accept to pay a bit more than give up on drinking Sicilian wine completely,' Rallo says. Pinot Grigio Delle Venezie is another denomination with a significant presence abroad. 'The situation is complex and evolving," the wine producer and president of Delle Venezie DOC Consortium Albino Armani acknowledges. 'Some importers are slowing down purchases, but others continue to operate smoothly. Pinot Grigio destined for the U.S. market is a key part of the appellation's exports, and it continues to perform well, in stark contrast to the general contraction in consumption.' 'Duties are likely to affect the entire sector across the board, but we will not be caught unprepared," Armani says. In 2024, the United States solidified its position as the leading market for Italian wine, accounting for approximately 24% of total exports. Shipments to the U.S. reached $2.05 billion, reflecting a 10.2% increase in value and a 7% growth in volume over 2023. Among the regions more exposed to the potential harm of wine duties is Veneto. Trump's tariffs would severely penalize a sector that in this part of Italy counts on 9,569 large wineries and 12,797 members of wine cooperatives with almost 20,000 employees, and a wine production that in 2024 reached 11.6 million hectoliters. Veneto is also the first Italian region for the wine exports: over $3.318 billion, 21% to the U.S. One of the areas that could be impacted by duties is Valpolicella. The USA is a significant market for Amarone della Valpolicella and Valpolicella Ripasso. However, because of the high level of uncertainty that still surrounds the issue, the president of Valpolicella Consortium says to keep calm. 'As a Consortium, we have never delved into the topic of US duties so far," Christian Marchesini says. "During Vinitaly though we broached the subject with all the government officials present, asking them to activate coordination between the relevant Ministries and to support us in expanding promotional activities, with the aim of investing even more in foreign markets." Portrait of Luca Zaia, Governor of the Veneto Region, during the 57th Edition of Vinitaly (Photo by ... More Roberto Tommasini/NurPhoto via Getty Images) The Veneto governor Luca Zaia shares this approach: "I believe that U.S. duties are a turning point to renew our export policies, looking at alternative markets, emerging or established, that offer stability and margins for growth. We do not need useless revenges, we need to defend work, enterprise and productive identities, with concreteness and resilience.' And resilience and concreteness are two concepts the Italian wine world calls up every day, or almost. They also are the skills the wine producers need to face the challenges of the climate changes, even more than to facing the duties. Human beings pass away, but nature remains. Unlike individuals, it does not provide space for dialogue.
Forbes
10-04-2025
- Business
- Forbes
Tariffs And Trade Winds: Vinitaly 2025 Reshapes Italian Wine Strategy
Vinitaly 2025 has just wrapped, and while the pavilions were filled with wine, espresso, and handshakes as always, there was no mistaking what dominated the conversation this year: U.S. tariffs. Vinitaly is Italy's largest international wine and spirits trade fair, held annually in Verona, bringing together producers, buyers, importers, and industry professionals from around the world. Though this is, at its core, an Italian wine trade fair, the real gravitational pull came from across the Atlantic. Importers, producers, retailers, journalists—everyone, everywhere—seemed to have the U.S. front and center in their minds. That's because America holds a major slice of the pie when it comes to Italian wine exports, and on April 2, the Trump administration's announcement of a sweeping 20% tariff on select categories of Italian wine sent a ripple effect through the global marketplace. Markets shifted. Distributors recalibrated. Strategic meetings turned tactical. But if you were expecting panic in Verona, you'd be mistaken. The tone at Vinitaly was not fear—it was focus. Within hours of the announcement, producers large and small were adjusting pricing, working through customs codes, and exploring new models. What could have been a crisis became, for many, a moment to move. This year, Vinitaly wasn't just a showcase of Italian excellence. It was a high-functioning nerve center of global trade—one that revealed both the fragility and the agility of the wine industry in a fast-moving world. As the dust settled and the conversations deepened, one theme became clear: the industry wasn't waiting to see what would happen next—it was already acting. From major importers hedging inventory to producers reassessing strategies on the ground in Verona, the response to the tariffs offered a snapshot of how quickly and cohesively the wine world can mobilize when the stakes are high. A Unified Response from the Consorzio Within 24 hours of the announcement, the Chianti Classico Consortium stepped forward with a clear message, aiming to strike a balance between concern and confidence. 'We are particularly concerned about the repercussions that the 20% tariff could have on our exports,' said Giovanni Manetti, President of the consortium. 'But we must have faith in our leaders, and we producers will work together to shoulder the burden. We believe American consumers will remain loyal to our wines, to the Black Rooster, and to the unique region behind every bottle.' That message of solidarity and swift action wasn't limited to producers alone. On the U.S. side, importers were already responding in real time, making decisive moves to buffer the impact and keep wine flowing through the system. Importers Move First to Protect the Pipeline While the immediate cost of the tariffs lands on wine at the point of entry, the ripple effects quickly spread through the entire three-tier system—especially for importers, who serve as the critical link between European producers and U.S. distributors. With margins already tight and contracts often locked months in advance, many importers had to make quick, high-stakes decisions. In anticipation of the President's April 2 announcement, several—among them Wilson Daniels and Banville Wine Merchants—chose to hedge their bets, securing significant inventories of European wines and ensuring that shipping containers were en route to the U.S. before the new tariffs could take effect. At an annual producer dinner hosted by Banville during Vinitaly, the atmosphere was more than celebratory—it was grateful. Producers like Klaus Gasser of Cantina Terlano and Claudio Farina of Azienda Agricola Farina openly praised Banville CEO Simone Luchetti for his swift action, which allowed their wines to remain in circulation without immediate pricing disruptions. For some larger firms, the move meant locking in nearly a year's worth of inventory. Banville secured three to four months' worth—enough to buy time, maintain momentum, and avoid passing costs downstream. Still, not all importers had the capital or logistical flexibility to make similar moves, highlighting the uneven impact the tariffs could have across the U.S. wine market. Inside the Numbers: The Pressure of the Three-Tier System For Banville's Luchetti, acting fast wasn't just about protecting margins—it was about protecting relationships. Vinitaly became a critical moment to reaffirm trust with producers and assure them that Banville was not only prepared, but committed to navigating the challenge side by side. 'Hope and pray is not a strategy,' Luchetti said. 'We hope these tariffs don't close anyone's doors—but we're not standing still.' Securing early shipments was only one piece of the puzzle. Ensuring access to U.S. warehouse space—particularly in New Jersey, where Banville operates—was equally essential. 'Relationships here are key,' he emphasized. 'You need the logistical infrastructure in place long before the container hits the water.' While some in the industry have suggested that producers, importers, and distributors can simply split the cost burden of tariffs across the chain, Luchetti cautions that the U.S. three-tier system leaves very little room to maneuver. 'The margin for wholesalers or importers is not that big,' he said. 'The American system makes it impossible to divide things up evenly when you're already operating on razor-thin margins.' To illustrate the complexity of that system, Luchetti points to one of Banville's long-standing partners, Slovenian producer Domaine Marjan Simčič. A bottle of his Rebula white wine typically retails for about $22 in the U.S.—but is sold to Banville for just $2.66. Once the importer, distributor, and retailer apply their respective markups, the bottle reflects a 728% increase from winery to consumer. Before anyone gets upset about that, you have to understand the structure. Wineries are already selling at their lowest viable price. There is no room to offer a discount. And the three-tier system isn't going anywhere. This is just the reality of the American wine industry. Ultimately, the burden of the tariff falls squarely on the importer the moment the container arrives in the U.S. port. Whether or not that cost is passed along to the consumer—and how—is a calculation that varies case by case. But the financial pressure starts long before the bottle ever hits the shelf. Why America Dominated the Conversation—at an Italian Fair Though Vinitaly is firmly rooted in Italy, it has always been global in its impact. The United States remains the single largest market for Italian wine exports, accounting for more than $2 billion annually—nearly a quarter of Italy's total wine export value. The significance of that footprint can't be overstated. Even before tariffs, the Italian wine sector was already navigating razor-thin margins, inflationary pressure, rising logistics costs, and the ever-present conversation of lower demand for alcohol. Now, the sudden imposition of tariffs—at the height of buying season—has triggered an industry-wide scramble to reassess pricing models, renegotiate contracts, and in some cases, entirely reimagine market strategy. Producers Adapt with Measured Optimism Badia a Passignano Antinori estate getty Renzo Cotarella, CEO of Marchesi Antinori, acknowledges the tariffs as a challenge—but not an insurmountable one. While a 20% duty at the point of entry is far from ideal, Cotarella estimates that the actual impact on shelf price could be closer to 6–7%, provided there's no compounding markup downstream. For wines positioned at a higher price point, he sees the added cost as something that can be absorbed—albeit with sacrifice—across the supply chain, from producers to importers and distributors. His outlook is measured: the situation isn't welcome, but it's manageable, and there remains hope that the tariff rate could ultimately be reduced. 'Certainly, these tariffs, coming right during Vinitaly, have not helped to frame the event in a positive light,' Cotarella said. 'I believe that, in some ways, there has been too much discussion about them, and we've missed an opportunity to celebrate wine for what it truly is: for the pleasure it brings, for the moments of joy it creates, and for the friendships it fosters.' For Cotarella, the structure of Antinori's U.S. operations offers a layer of stability. With its own import company in place, the group can manage much of the impact internally—at least up to the distributor level. Still, he emphasizes that tariffs create a negative effect across the board. While larger, more diversified companies may be better positioned to absorb the blow, Cotarella cautions against viewing this moment as an opportunity to gain market share at the expense of smaller producers, calling that mindset a fundamental misstep. Beyond Logistics: Reaffirming the Value of the U.S. Market Giuseppe Vajra of GD Vajra shares a similarly grounded perspective. Like Antinori, Vajra's family estate has its own U.S. import company, offering a degree of control and insulation from short-term volatility. But beyond logistics, Vajra is deeply attuned to the emotional and cultural dimensions of the American market. 'We love American wine lovers,' he says, 'and we suffer when some colleagues say that 'the future is elsewhere' or that 'America is the past.'' For Vajra, the U.S. remains a place of curiosity, connection, and enduring passion for wine. At the same time, he cautions against letting fear or division define the industry's response. 'The tariff-retaliation dynamic reveals that in a community, no one can stay unscathed by passing all onus to the others,' he notes. 'Instead, I hope we stay united, supportive, and focused on what we do best—offering something meaningful to people's lives.' He added that this is no time to move slowly or freeze like a deer in the headlights. The priority, he emphasized, is taking action—decisive, practical steps to keep business moving forward. A Panoramic Perspective: Terra Moretti's Strategic Patience As the CEO of Terra Moretti, Massimo Tuzzi oversees a portfolio that spans some of Italy's most iconic wine estates—including Bellavista in Franciacorta, Petra in Suvereto, Teruzzi in San Gimignano, and Sella & Mosca in Sardinia. That range gives him a panoramic view of the Italian wine landscape and a sharp sense of how small shifts in pricing can ripple across categories and regions. For Tuzzi, the concern isn't just about short-term strategy—it's about pricing psychology. 'Once you lift the bar on price,' he says, 'it's very, very unpredictable. That price rarely goes back down.' Sella & Mosca's Vermentino, which typically retails around $14.99 in the U.S., is particularly vulnerable to subtle increases. A $1 jump at retail may seem minor, but Tuzzi warns that it sets a new expectation—one the consumer ultimately bears. 'The real potential fallout is that retailers and restaurants may raise prices by just one or two dollars,' he says. 'But the likelihood that they lower them again is very slim.' Still, Tuzzi isn't advocating panic. In fact, he's an advocate for measured response rather than immediate reaction. 'Many producers and importers want answers now,' he says. 'But I'm very much against reacting before we have all the elements on the table.' He recommends using the moment wisely—monitoring developments, protecting margin where possible, and avoiding knee-jerk decisions. 'Keep calm and take time to think through the elements in front of you,' he advises. 'This is a moment to think—not just move.' A Window of Reprieve—and a Call for Clarity That philosophy gained added weight on Wednesday, April 9, when the Trump administration unexpectedly announced a 90-day pause on new tariffs—excluding those on China—offering the Italian wine world a brief but meaningful window to gather information, reassess, and prepare. With continued uncertainty on the horizon, the consensus across producers, importers, and institutions seems to echo a single, unifying strategy: move quickly when needed—but think even faster. Back to What Matters In the end, while strategy, pricing, and policy will always play a role, the soul of the wine industry lies elsewhere—in connection, culture, and the shared joy of the product itself. As Renzo Cotarella put it: 'So, enough with tariffs. If they are confirmed, we will work to navigate them. But let's focus on what really matters: promoting wine, encouraging its responsible consumption, and continuing to ensure that it is seen as a fascinating, enjoyable product to be shared with friends on the right occasions.'
