The forum centers on a practical inquiry: what do U.S. wine professionals require to effectively communicate and sell Italian wine? To address this, the program is structured around four pillars—Train the Trade, Sharpen the Method, Deepen the Expertise, and Activate the Experience—designed to foster a direct exchange between Italian winemakers and the buyers, sommeliers, and media shaping the U.S. market.

Industry veterans participating in the two-day event include Wine Spectator senior editors Alison Napjus and Bruce Sanderson, alongside Master of Wine Sarah Heller, who will lead an advanced 22-wine tasting. The agenda addresses market realities through sessions on wine tourism, generational shifts in consumption, and the criteria used by Master Sommeliers Julie M. Dalton, June Rodil, Laura DePasquale, Jonathan Eichholz, Jim Bube, and Steven McDonald when selecting bottles for wine lists. Erica Duecy will also moderate a discussion focused on engaging Millennial and Gen Z consumers.

Veronafiere, the organizer behind the event, aims to leverage this New York debut to equip producers with sharper insights into regional market dynamics. By shifting the conversation from a traditional trade show format to an educational platform, the organizers intend to provide a more nuanced understanding of Italy's diverse viticultural landscape for those operating within the United States.