Vinitaly and Amerigo Vespucci: Promoting Italian Wine Excellence in Quebec

Group of officials and a naval officer posing for a photo at the Vinitaly USA event aboard the Amerigo Vespucci ship.

The Amerigo Vespucci, the historic training ship of the Italian Navy and a global symbol of Made in Italy excellence, recently arrived in Quebec City. This prestigious stage served as a high-profile meeting point to bolster the upcoming Vinitaly.USA 2026 edition, scheduled to take place in New York on October 26-27. Organized by the Italian Trade Agency (ITA) in partnership with Veronafiere, the event successfully connected key stakeholders, including the Quebec alcohol monopoly SAQ, distributors, importers, sommeliers, and media professionals.

Boosting international promotion

This initiative is part of a broader strategy to enhance the international footprint of Italian wines through business matching, masterclasses, and specialized training programs. These activities are essential for engaging industry professionals and further cementing the cultural influence of Made in Italy products in the North American market.

Wooden deck of the Italian tall ship Amerigo Vespucci featuring nautical ropes, brass fittings, and a branded banner.

Strategic importance for the Canadian market

Recognizing the pivotal role played by the Italian Trade Agency in supporting Italian wine producers, the focus is currently on accelerating growth in Canada. Despite market fluctuations, the Canadian sector has shown consistent growth between 2025 and 2026, representing a fundamental pillar for the future positioning of Italian exports. As the U.S. market faces temporary tariff-related challenges, consolidating relationships in neighboring territories proves to be a decisive move to maintain market share and project stability.

Vinitaly USA purple banner with Taste Italy branding and NYC skyline silhouette on a ship deck overlooking the water.

The event also served as an opportunity to acknowledge the vital collaboration between Italian government officials, including Minister of Foreign Affairs Antonio Tajani and Minister of Agriculture Francesco Lollobrigida, who continue to provide concrete momentum to the wine working table promoted by Prime Minister Giorgia Meloni. Key figures present included Matteo Zoppas, President of ITA Agency; Alessandro Cattaneo, Ambassador of Italy to Canada; Federico Bricolo, President of Veronafiere; and Carlo Angelo Bocchi, Director of the ITA Office in Canada.