THE QUALITY UMBRIAN WINE DISTRICT PRESENTS AN AUTUMN PROMOTION OF UMBRIAN WINE

From the United States to Mexico, all the way to one of the most prestigious events in the Italian wine scene: the Umbrian Quality Wine District brings together a calendar of initiatives between the end of October and the first ten days of November dedicated to promoting regional companies, developing new business opportunities, and strengthening the presence of Umbrian wine in strategic markets.

Three events with different objectives and approaches, united by the desire to enhance the visibility of local wineries and foster direct contact with buyers, importers, distributors, and food service professionals. The program will open in New York with Vinitaly.USA, continue in Mexico City with Wines Experience & Fine Food, and conclude in Merano, where the District will present a space dedicated to Umbria and a program of tastings designed to highlight individual wineries.

" The three initiatives ," emphasizes Gioia Bacoccoli, project coordinator, " are part of the promotion program for the Umbrian Quality Wine District , with an approach that combines participation in the main industry events with networking with industry professionals and highlighting the differences between wineries, grape varieties, and production areas. This program aims to transform visibility into concrete opportunities for awareness and commercial development, supporting the presence of Umbrian wineries both on international markets and in key contexts for quality wine ."

The first event is Vinitaly.USA, scheduled for October 26 and 27, 2026, at Pier 36 in New York City , in the heart of Lower Manhattan. Now in its third edition, the event organized by Veronafiere – Vinitaly in collaboration with the Italian Trade Agency (ITA) represents a reference platform for Italian wine in the United States, thanks to the participation of qualified operators and a program geared towards developing commercial relationships. The previous edition saw over 1,060 B2B meetings scheduled through the networking platform. The Umbrian Quality Wine District will be present with a collective space of 42 square meters , dedicated to promoting district activities and animated by a pool of exhibiting companies, to showcase the diversity of regional production and consolidate relationships with the North American market, with particular attention to the United States and Canada.

Umbria's wine scene will be represented by nine exhibiting companies: Baldassarri, Chiorri, Terre de la Custodia, Antonelli San Marco, Oleum, Goretti, Cantina Cavalier Mazzocchi, Todini, and Morami. Umbria's institutional presence will be further enhanced by the participation of the Umbria Chamber of Commerce, which will pair its wine with another great regional product, artisanal chocolate, which will accompany tastings of the exhibiting companies' wines.

The calendar continues on November 5th and 6th in Mexico City , with Wines Experience & Fine Food on the 5th and 6th, taking place at Expo Santa Fe (Stands E12 and 13). The event will bring together over 130 companies in a market that, thanks to the country's population size and economic weight, offers interesting prospects for the international expansion of Italian wine.

For this occasion, the District will set up a wine shop representing the 21 beneficiary and investing companies in this three-year project , in a dedicated area. The space will be staffed by Umbria Top staff and a local sommelier trained in Umbrian wines, with the aim of guiding operators through the labels and facilitating meetings with potential business partners. The program will focus on direct contact with buyers and industry professionals, including through the matchmaking system developed by the organizers.

In addition to the exhibition, further opportunities for institutional and commercial networking are being developed. With the support of the Umbria Chamber of Commerce, a "Study Visit" is scheduled for November 4th for District representatives attending. They will be accompanied on a program of visits to supermarkets, wine shops, and spirits stores to gain a firsthand understanding of the wine retail system in Mexico. This will be an opportunity to gain a firsthand understanding of the dynamics of the Mexican market, focusing on shelf positioning, price ranges, customs requirements and labeling, as well as the impact of brands and wine distribution systems, for entering the Mexican market and developing a customized distribution strategy for each company.

From November 6th to 10th , the District will be in Merano for the Merano WineFestival , with an Umbria space dedicated to the Fuori Salone, located opposite the entrance to the Kurhaus, the event's main venue. The artistic direction of the stand was entrusted to the Anam Cara Comunicazione agency, in line with the "Stili di Vite" visual already launched at Vinitaly. This visual, featuring classical, pictorial elements inspired by Umbria's artistic tradition, interprets the Umbrian landscape and cultural elements with great atmosphere and energy. The space is designed to welcome the public, traders, and content creators, with a social lounge and a wine shop area dedicated to the wines of the District's 21 wineries.

The Enoteca, with over 45 labels available for tasting, will further enliven with themed tasting sessions coordinated by Luca della Regina . The focus will be on a label selected by each winery—an iconic, unique, experimental, unusual, or representative product—to imagine a tasting experience outside of the "usual" Umbria. These labels are chosen to showcase the uniqueness of a region that, in the heart of Italy, preserves one of the country's most authentic and surprising winemaking identities.

The tastings will alternate over five sessions, each dedicated to a different facet of the region: Umbria in White, a journey through white wines that express the freshness, minerality, and character of the Umbrian hills; Dolce Umbria, dedicated to the tradition of sweet and straw wines, the region's historic heritage; Contemporary Reds, to discover how great red varietals are interpreted today with a modern sensibility; Time in the Glass, a journey through vintages and aging stages that demonstrates the ability of Umbrian wines to evolve and endure over time; and Fuori dai Condotti, a space for freer, more experimental, and unexpected interpretations.

Umbria will also be the focus of the Masterclass, on Sunday, November 8th at 3 pm , featuring the tasting " Unexpected Umbria. Great Vintages to Remember ," dedicated to the ability of Umbrian wines to transcend time and reveal, through their evolution in the bottle, the characteristics of each vintage and the different regional production expressions. Reservations for the Masterclass can be made online at the following link: https://meranowinefestival.com/masterclasses/