Umbrian Quality Wine District sets out 3-event international program
The Umbrian Quality Wine District announced a promotional program spanning New York, Mexico City and Merano from 26 October to 10 November 2026. The New York dates have passed, but the pre-event announcement documents only the planned participation and does not confirm that it occurred.
A program across 3 markets
The Umbrian Quality Wine District scheduled initiatives from late October through 10 November 2026 to promote regional producers, pursue commercial opportunities and strengthen the position of Umbrian wine in selected markets. Its plan combined tastings with meetings involving buyers, importers, distributors and professionals from food service and hospitality.1
Project coordinator Gioia Bacoccoli said the strategy joined participation in major trade events with professional relationship-building and presentations of individual wineries, grape varieties and production areas. The stated objective was to convert visibility into opportunities for market discovery and business development.1
New York plans documented before the event
Vinitaly.USA was scheduled for 26–27 October 2026 at Pier 36 in Lower Manhattan. The 3rd edition was organized by Veronafiere–Vinitaly with the Italian Trade Agency as a business platform for Italian wine in the United States; the previous edition had recorded more than 1,060 B2B meetings arranged through its networking system.1
Before the event, the District said it intended to use a 42 m² collective exhibition area to present its work, show the range of Umbrian production and develop ties in the United States and Canada. The announced winery roster comprised Baldassarri, Chiorri, Terre de la Custodia, Antonelli San Marco, Oleum, Goretti, Cantina Cavalier Mazzocchi, Cantina Todini and Morami.1
The published plan also included the Umbria Chamber of Commerce, which was expected to add artisanal chocolate to the regional presentation. Selected chocolates were intended to accompany tastings of wines from the 9 participating wineries. Because the announcement preceded 26 October, it establishes the schedule and intended participation, not that these activities subsequently took place.1
Mexico City program
Wines Experience & Fine Food is scheduled at Expo Santa Fe in Mexico City on 5–6 November, with the District assigned stands E2 and E3. The event is expected to bring together more than 130 companies and was presented as an opportunity for Italian wine in Mexico, a market highlighted for its population and economic importance.1
The District plans an Enoteca representing the 21 companies taking part in and investing in its 3-year project. Staff from Umbria Top Wines and a local sommelier trained in Umbrian wines are due to guide trade visitors through the labels, support contacts with potential partners and participate in the organizers’ buyer-matching system.1
A study visit for District representatives was scheduled for 4 November with support from the Umbria Chamber of Commerce. The itinerary covered supermarkets, wine shops and specialist spirits retailers, with attention to shelf placement, price bands, customs rules, labelling, branding and distribution. The purpose was to help wineries evaluate entry requirements and develop distribution strategies suited to their circumstances.1
More than 45 labels in Merano
The program is due to conclude at the Merano WineFestival from 6–10 November. The District plans a dedicated Umbrian area within the Fuori Salone program, opposite the entrance to the Kurhaus. Anam Cara Comunicazione was assigned the stand’s artistic direction, extending the “Stili di Vite” concept introduced at Vinitaly with classical and painterly references to Umbria’s artistic heritage, landscapes and cultural identity.1
The area is designed for the public, trade professionals and content creators, with a social lounge and a tasting section featuring wines from the District’s 21 member companies. Its Enoteca is expected to offer more than 45 labels and short thematic tastings coordinated by Luca della Regina. Each winery is to contribute 1 wine selected as iconic, distinctive, experimental, unusual or especially representative.1
The tasting program comprises 5 selections: “Umbria in White,” covering fresh, mineral white wines and the character of the Umbrian hills; “Sweet Umbria,” focused on sweet and passito traditions; “Contemporary Reds,” examining modern interpretations of major red varieties; “Time in the Glass,” devoted to vintages, ageing methods and development over time; and “Beyond Convention,” presenting experimental and unexpected styles.1
A masterclass titled “Unexpected Umbria. Great Vintages to Remember” is scheduled for Sunday, 8 November, at 15:00. It is intended to examine bottle ageing, vintage character and the diversity of Umbrian production. Reservations are available through the Merano WineFestival masterclass page.1
Longer-term regional project
The Merano appearance is intended to close the District’s 2026 event program. The organization also plans to continue its development projects and begin working groups for promotional and communication initiatives for 2027, using vinidumbria.it and its dedicated social channels.1
The Umbrian Quality Wine District is a multi-year initiative developed by Umbria Top Wines, a cooperative representing Umbrian wineries. It coordinates the regional wine supply chain through a public-private partnership organized around 4 fields: production investment; training; innovation, technology and sustainability; and promotion.1
Its longer-term goals include higher productivity, improved sustainability performance, support for related certification, continuing education for owners and wine professionals, and commercial development for Umbrian wines. Umbria Top Wines coordinates the integrated program with wineries, institutions and accredited partners.1
Sources
Written by the Dionysus editors from the sources above.
