The Consortium of Brunello di Montalcino is gearing up for an intense final stretch in 2026, unveiling a comprehensive promotional roadmap designed to strengthen its global positioning. By balancing traditional strongholds with strategic international markets, the organization aims to solidify the reputation of its flagship Tuscan red wines.
A strategic global roadmap
The United States remains the primary export destination for the denomination, accounting for 30% of total international shipments. “The US market is irreplaceable, yet we are simultaneously focusing on other key regions to consolidate our presence,” stated the Consortium President, Giacomo Bartolomei. Following a series of initiatives in Italy, including participation in the Serralunga Day, the focus will shift to North America. Two major tasting events are scheduled for October in Canada: one in Montreal, guided by Master of Wine Jacqueline Cole Blisson, and another in Toronto with expert Michael Godel.
Connecting with international trade
The international tour continues in late October with the third edition of Vinitaly.USA in New York, a pivotal event for connecting with industry professionals. The season will culminate in November with the 35th edition of Benvenuto Brunello in Montalcino, where producers will showcase the latest vintages, including the 2022 Brunello, the 2021 Riserva, and the 2025 Rosso di Montalcino. The promotional calendar will conclude in London, reinforcing the brand’s presence in the UK market.
