The upcoming forum, scheduled for October 26–27, 2026, in New York, positions rigorous training as a commercial necessity rather than an academic exercise. Managing Partner Stevie Kim and Veronafiere President Federico Bricolo unveiled the initiative aboard the Italian Navy training ship Amerigo Vespucci, signaling a strategic commitment to cultural diplomacy and professional development. The event targets the individuals who ultimately decide which labels reach restaurant lists, retail shelves, and traveler itineraries.

Strategic Pillars of the 2026 Forum

To bridge the gap between production and market activation, the program is divided into four core areas: Train the Trade, Sharpen the Method, Deepen the Expertise, and Activate the Experience. These sessions—featuring industry veterans like Sarah Heller MW and Susan Kostrzewa—move beyond standard certification. Instead, they focus on practical applications, such as identifying emerging grape varieties for young sommeliers and refining the storytelling techniques used by travel specialists. By partnering with the International Wine Center and the Commonwealth Wine School, the forum seeks to create a unified framework where wine knowledge directly influences purchasing behavior and consumer engagement in a fragmented market.