Ep. 2138 What you need to know before approaching the US Wine Market | wine2wine Business Forum 2023

Oct 24, 2024

Mirella Menglide, a Senior Trade Analyst at the Italian Trade Commission in New York, shares her expertise on navigating the U.S. wine market. She discusses how Italian wines peaked in 2022 but face challenges due to changing consumer interests and regulatory hurdles. Mirella also focuses on the need for premiumization and the rising trend of non-alcoholic options among younger drinkers. Additionally, she emphasizes the importance of compliance with regulations and a dedicated approach for Italian producers to thrive in this competitive landscape.

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Intro

00:00 • 14min

Navigating the Complex US Wine Import Regulations

14:13 • 17min

Navigating Commitment in the U.S. Wine Market

31:19 • 2min

Welcome to Episode 2138, where we present a session recording from the wine2wine Business Forum 2023. Today’s episode is entitled “What you need to know before approaching the US Wine Market” and is led by Mirella Menglide.

Italian Wine Podcast is proud to be a media partner of wine2wine Business Forum and is pleased to present this series of market-focus sessions, recorded in Verona in November 2023.

wine2wine Business Forum is an international wine business event held annually in Verona, Italy since 2014. The event is a key reference point for wine producers and wine professionals from around the world, providing an opportunity to network, develop and expand their wine business worldwide.

About the session:

While the US was a booming market for wines during the pandemic years and Italian wines reached a peak in 2022, overall wine consumption slowed for the second year in a row. Mirella Menglide will discuss how imported wines, faced with a barrage of federal and state government regulations, must find a way to appeal to a new, younger generation of consumers who seem to be increasingly less interested in drinking wine.

About the host:

Mirella Menglide holds a master’s degree in Foreign Languages and Literature from the University of Bucharest. Fluent in 5 languages, she translated a novel into Italian for the University for Foreigners in Perugia and has contributed to various publications. She also attended a course on International Business Administration at the University of Gothenburg. After working in public relations at a Swedish company, she joined the New York office of the Italian Trade Commission as part of the food & wine sector. At present, she is the Senior Trade Analyst of the sector, in charge of advising Italian companies on US legislation, helping organize promotional and educational activities such as seminars and guided tastings, and participating in trade shows alongside wine and food professionals and press representatives from both Italy and the US. Mirella has been instrumental in ensuring and maintaining the relationships between American and Italian food and wine companies, which aims to result in a broader knowledge, appreciation and, ultimately, presence of Italian products in the US. When not helping Italian companies find a counterpart in the US, Mirella enjoys reading and writing, art, music, traveling, cooking and, of course, drinking wine.

Find more about wine2wine Business Forum at: https://www.vinitaly.com/forum/wine2wine-business-forum/

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