Simply Italian Great Wines
US TOUR
5th - 6th & 8th October 2026
Chicago • Houston • Cancun
Simply Italian Great Wines, the event created by IEM – International Exhibition Management to promote Italian wine worldwide, will return to one of its most important markets—the United States and Mexico —with stops in Chicago, Houston, and Cancun.
The three Simply Italian events are specifically designed to give Italian producers the opportunity to meet directly with local professionals (importers, sommeliers, the Ho.Re.Ca. channel) and trade press, fostering the establishment and strengthening of business relationships. The primary goal is to enhance and communicate the value of Italian wine, giving visibility to leading wineries through a rich program of seminars, guided tastings, and workshops.
Illinois
The State of Illinois, with Chicago as its hub for consumption and distribution, remains one of the most significant markets for imported wine in the United States. In the first quarter of 2025, US imports grew by +3.9% in volume and +21.6% in value. Italy, France and Spain maintained a central role, with Italy growing by +16.6% in volume compared to the same period of the previous year.
In the first half of 2025, imported wine continued to show resilience, recording a +7.4% increase in value and +1.9% in volume, driven above all by sparkling and bottled still wines — categories that are highly popular in urban areas such as Chicago.
For Illinois and Chicago, this points to a market that remains highly receptive to quality imported wines, though with shifting preferences. On one hand, interest in premium and sparkling wines is on the rise; on the other, younger consumers are steering demand towards fresher, more accessible wines tied to social occasions, confirming strong growth potential in the “easy to drink” categories.
Chicago remains a key centre for wine import and distribution, with Italy well positioned and ready to seize new opportunities thanks to the strength of its appellations and the growing focus on quality, authenticity and modern formats.
Texas
Texas, with Houston as its key urban market, remains among the top five US states for the consumption of imported and Italian wine, thanks to a broad, multicultural consumer base and a strong presence of international dining.
US wine imports show a more selective yet value-driven trend: in the first quarter of 2026, the United States imported lower volumes compared to the 2022–2023 peaks, but at higher average prices. Between January and April 2025, imports recorded a +1% increase in volume and over +7% in value, driven by bottled and sparkling wines — segments in which Italy remains the volume leader and the second supplier by value after France.
Houston benefits directly from this dynamic: the city is home to a growing mid-to-high-end dining scene and strong on-premise consumption linked to corporate events, international trade fairs, and the energy and healthcare industries. In the second half of 2025 and the early months of 2026, full-service restaurants in the Houston area maintained higher margins than other Texan cities, with steady demand for imported wines in the accessible premium range.
Consumer preferences in Texas — and in Houston in particular — continue to evolve: adult Gen Z and Millennials are growing, as are the Latin American and African American communities, which are highly significant in the local market. These segments show openness towards fresh, approachable and convivial wines such as Prosecco, Lambrusco, Chianti and medium-bodied reds, favouring informal occasions and out-of-home consumption.
In early 2026, the US wine market enters a phase of stabilization: overall consumption remains under pressure in terms of volume, but value holds steady thanks to a greater focus on quality. Younger consumers drink less than previous generations, but demand modern packaging, clear storytelling and lighter products — a trend that in Houston favours Italian labels well positioned in the accessible premium range and in sparkling wines.
Mexico
Mexico is a young and dynamic market of around 131 million people, half of whom are under the age of 26. Demand for wine continues to grow, although per capita consumption remains low (approximately 1.2 litres per year), with an increasing orientation towards quality products. The segment of bottled wine under 2 litres reached 241.97 million euros (+6.1%).
This trend is confirmed in 2025: the first half of the year shows a stabilization in volumes and value growth of around +3%. Italy ranks among the leading suppliers, in second place after Spain.
According to ICE data, in 2025 Italian agri-food exports to Mexico (including wine) reached 135.8 million euros between January and July (+4.5%), with wine among the most dynamic products.
The most sought-after categories are red and sparkling wines, with Prosecco growing strongly. The outlook for 2026 points to further growth in demand for quality wines and sparkling wines, supported by the expansion of the Ho.Re.Ca. channel, large-scale retail and e-commerce, which in Mexico is following the global trend towards digitalization and direct-to-consumer sales.
Join this event
The event structure is divided into four key parts:
- Informational seminar and guided tasting
- Sales workshop/Walk-around tasting
- Evening events
- B2B meetings
To participate or receive more information, contatct us:
I.E.M. International Exhibition Management
e-mail info@iem.it
phone. 045-8303264
fax 045-8303296