{"id":102440,"date":"2026-06-29T17:28:05","date_gmt":"2026-06-29T15:28:05","guid":{"rendered":"https:\/\/www.winemag.it\/world-cup-coldiretti-launches-the-italian-wine-national-team-in-new-york\/"},"modified":"2026-06-29T17:31:09","modified_gmt":"2026-06-29T15:31:09","slug":"world-cup-coldiretti-launches-the-italian-wine-national-team-in-new-york","status":"publish","type":"post","link":"https:\/\/www.winemag.it\/en\/world-cup-coldiretti-launches-the-italian-wine-national-team-in-new-york\/","title":{"rendered":"World Cup, Coldiretti Launches the Italian Wine National Team in New York"},"content":{"rendered":"\n<div class=\"wp-block-yoast-seo-ai-summarize yoast-ai-summarize\"><h6>IN BREVE<\/h6>\n<ul class=\"wp-block-list yoast-ai-summarize-list\">\n<li>The &#8220;Italian wine national team&#8221; promotes wine as an ambassador of Made in Italy during the Summer Fancy Food in New York.<\/li>\n\n\n\n<li>Coldiretti uses a soccer metaphor to represent Italian wine denominations and the cultural message linked to them.<\/li>\n\n\n\n<li>The campaign emphasizes the importance of moderate wine consumption and its connection to the Mediterranean Diet.<\/li>\n\n\n\n<li>Italian wine focuses on the biodiversity of native grape varieties to differentiate itself in the US market.<\/li>\n\n\n\n<li>Coldiretti wants to explain what makes Italian wine unique, emphasizing the connection with territories and agricultural communities.<\/li>\n<\/ul>\n<\/div>\n\r\n<div class=\"align wp-block-bssb-social-share\" id=\"bssbSocialShare-1\" data-attributes=\"{&quot;socials&quot;:[{&quot;networkType&quot;:&quot;socialNetworks&quot;,&quot;network&quot;:&quot;facebook&quot;,&quot;isUpIcon&quot;:false,&quot;icon&quot;:{&quot;class&quot;:&quot;fab fa-facebook-f&quot;,&quot;color&quot;:&quot;#4527a4&quot;},&quot;upIcon&quot;:{&quot;id&quot;:null,&quot;url&quot;:&quot;&quot;,&quot;alt&quot;:&quot;&quot;,&quot;title&quot;:&quot;&quot;}},{&quot;networkType&quot;:&quot;socialNetworks&quot;,&quot;network&quot;:&quot;linkedin&quot;,&quot;isUpIcon&quot;:false,&quot;icon&quot;:{&quot;class&quot;:&quot;fab fa-linkedin-in&quot;,&quot;color&quot;:&quot;#4527a4&quot;},&quot;upIcon&quot;:{&quot;id&quot;:null,&quot;url&quot;:&quot;&quot;,&quot;alt&quot;:&quot;&quot;,&quot;title&quot;:&quot;&quot;}},{&quot;networkType&quot;:&quot;mobileMessenger&quot;,&quot;network&quot;:&quot;whatsapp&quot;,&quot;isUpIcon&quot;:false,&quot;icon&quot;:{&quot;class&quot;:&quot;fab fa-whatsapp&quot;,&quot;color&quot;:&quot;#4527a4&quot;},&quot;upIcon&quot;:{&quot;id&quot;:null,&quot;url&quot;:&quot;&quot;,&quot;alt&quot;:&quot;&quot;,&quot;title&quot;:&quot;&quot;}}],&quot;theme&quot;:&quot;theme2&quot;,&quot;background&quot;:{&quot;type&quot;:&quot;solid&quot;,&quot;color&quot;:&quot;#0000&quot;},&quot;border&quot;:{&quot;width&quot;:&quot;2px&quot;,&quot;color&quot;:&quot;#4527a4&quot;},&quot;shadow&quot;:{&quot;hOffset&quot;:&quot;0px&quot;,&quot;vOffset&quot;:&quot;0px&quot;},&quot;align&quot;:&quot;&quot;,&quot;alignment&quot;:&quot;left&quot;,&quot;size&quot;:&quot;28px&quot;,&quot;gap&quot;:&quot;14px&quot;,&quot;padding&quot;:&quot;10px&quot;,&quot;margin&quot;:&quot;10px&quot;,&quot;direction&quot;:&quot;row&quot;}\">\r\n\t<div class=\"bssbStyle\"><\/div>\r\n\r\n\t<ul class=\"bssbSocialShare\">\r\n\t\t\r\n\t\t\t<li class=\"icon icon-0\" data-social=\"facebook\" \t>\r\n\t\t\t\t\t\t\t\t\t<i class=\"fab fa-facebook-f\"><\/i>\r\n\t\t\t\t\r\n\t\t\t<\/li>\r\n\r\n\t\t\r\n\t\t\t<li class=\"icon icon-1\" data-social=\"linkedin\" \t>\r\n\t\t\t\t\t\t\t\t\t<i class=\"fab fa-linkedin-in\"><\/i>\r\n\t\t\t\t\r\n\t\t\t<\/li>\r\n\r\n\t\t\r\n\t\t\t<li class=\"icon icon-2\" data-social=\"whatsapp\" \t>\r\n\t\t\t\t\t\t\t\t\t<i class=\"fab fa-whatsapp\"><\/i>\r\n\t\t\t\t\r\n\t\t\t<\/li>\r\n\r\n\t\t\r\n\t<\/ul>\r\n<\/div>\n<p class=\"wp-block-paragraph\">Italian wine tries to play its world match even without a soccer national team. While Italy remains out of the 2026 World Cup for the third consecutive edition, Coldiretti brings the &#8220;Italian wine national team&#8221; to New York: a promotional campaign designed to present wine as an ambassador of Made in Italy, the Mediterranean Diet, and conscious consumption. <\/p>\n\n<p class=\"wp-block-paragraph\">The project was presented during the Summer Fancy Food in New York, where Coldiretti, Campagna Amica, and Filiera Italia are present with a program dedicated to Italian agri-food excellence, from wines to cheeses, from cured meats to pasta. The goal is to establish a presence in one of the most important markets for Italian exports and strengthen the perception of authentic Made in Italy at a time marked by tariffs, international competition, and Italian sounding. <\/p>\n\n<p class=\"wp-block-paragraph\">The campaign uses the universal language of soccer to build an ideal team composed of Italian wine denominations and territories. In the emotional video created for the initiative, Barolo becomes a monumental goalkeeper, Sagrantino and Brunello settle into defense, Chianti Classico leads the midfield, Prosecco wears number ten, and Amarone plays the role of the star player for big occasions. <\/p>\n\n<div class=\"wp-block-uagb-advanced-heading uagb-block-b608a69f\"><h5 class=\"uagb-heading-text\"><strong>ITALIAN WINE BETWEEN IDENTITY AND THE US MARKET<\/strong><\/h5><\/div>\n\n<p class=\"wp-block-paragraph\">The soccer metaphor serves Coldiretti to reinforce a political and commercial message: Italian wine is not just a commodity, but an agricultural and cultural product linked to landscapes, communities, biodiversity, and labor. An interpretation that fits into the international debate on the relationship between alcohol, health, and consumption patterns. <\/p>\n\n<p class=\"wp-block-paragraph\">Coldiretti insists on the distinction between abuse and moderate consumption, claiming wine&#8217;s role within the Mediterranean Diet and opposing campaigns that tend to equate every form of consumption with health risk. The approach is the one that has already emerged in recent months: defense of wine as part of the Italian food model, consumer education, and promotion of quality. <\/p>\n\n<p class=\"wp-block-paragraph\">The United States remains the most competitive playing field. It&#8217;s no longer enough to present oneself with a historic denomination or a generic appeal to Italian identity. Recognition, storytelling, commercial presence, and the ability to work as a system are needed. This is the direction in which the &#8220;Italian wine national team&#8221; is positioned, designed to speak to American buyers, restaurants, distributors, and consumers.   <\/p>\n\n<figure class=\"wp-block-video\"><video height=\"1080\" style=\"aspect-ratio: 1920 \/ 1080;\" width=\"1920\" autoplay=\"\" controls=\"\" loop=\"\" muted=\"\" poster=\"https:\/\/www.winemag.it\/wp-content\/uploads\/2026\/06\/Mondiali-Coldiretti-lancia-a-New-York-la-Nazionale-vini-italiana-mp4-image.jpg\" src=\"https:\/\/www.winemag.it\/wp-content\/uploads\/2026\/06\/Mondiali-Coldiretti-lancia-a-New-York-la-Nazionale-vini-italiana.mp4\" playsinline=\"\"><\/video><\/figure>\n\n<div class=\"wp-block-uagb-advanced-heading uagb-block-9770ddbb\"><h5 class=\"uagb-heading-text\"><strong>OVER 500 NATIVE GRAPE VARIETIES ON THE BENCH<\/strong><\/h5><\/div>\n\n<p class=\"wp-block-paragraph\">The strength of Italian wine, according to the campaign, is the depth of the roster. Alongside the best-known denominations, Coldiretti highlights the long &#8220;bench&#8221; of over 500 Italian native grape varieties, a heritage that makes the national offering difficult to replicate by other producing countries. <\/p>\n\n<p class=\"wp-block-paragraph\">Wine biodiversity thus becomes the team&#8217;s distinctive element. Not just great reds, sparkling wines, and iconic denominations, but a mosaic of territories, grape varieties, and styles that allows Italy to cover different market segments and consumption occasions. <\/p>\n\n<p class=\"wp-block-paragraph\">The reference to the World Cup also allows reaching a broader audience beyond industry professionals. Italian soccer is absent from the tournament, but Italian wine tries to remain part of the international conversation through immediate, recognizable storytelling suited to the US market. <\/p>\n\n<div class=\"wp-block-uagb-advanced-heading uagb-block-bb57ad44\"><h5 class=\"uagb-heading-text\"><strong>NEW YORK AS A SHOWCASE FOR MADE IN ITALY<\/strong><\/h5><\/div>\n\n<p class=\"wp-block-paragraph\">The choice of New York is not random. The Summer Fancy Food is one of the main North American events dedicated to food specialties and represents a strategic platform for promoting Made in Italy agri-food products. Coldiretti has also linked its presence at the fair to the issue of combating Italian sounding and fake Italian food, a phenomenon that continues to subtract value from authentic supply chains in the United States.  <\/p>\n\n<p class=\"wp-block-paragraph\">For wine, the match is twofold. On one hand, there&#8217;s the need to defend market share in a more complex international scenario. On the other, there&#8217;s the need to better explain what makes Italian wine different: not just quality in the glass, but connection to territories, denominations, farming families, and landscapes.  <\/p>\n\n<p class=\"wp-block-paragraph\">The &#8220;Italian wine national team&#8221; was born from this need. A symbolic team, built to transform wine into a collective story and to remind that, in foreign markets, Italy wins only when it manages to present itself as a system. <\/p>\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Italian wine tries to play its world match even without a soccer national team. While Italy remains out of the 2026 World Cup for the third consecutive edition, Coldiretti brings the &#8220;Italian wine national team&#8221; to New York: a promotional campaign designed to present wine as an ambassador of Made in Italy, the Mediterranean Diet, [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":102439,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[82271],"tags":[88913,83871,83622,85822,83087,85877,88912,83030,83044,83213,88911,83029,88914,88915],"class_list":["post-102440","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-wine-news","tag-2026-world-cup","tag-amarone","tag-barolo","tag-brunello","tag-chianti-classico","tag-coldiretti","tag-italian-sounding","tag-italian-wine","tag-italian-wine-exports","tag-made-in-italy","tag-mediterranean-diet","tag-prosecco","tag-summer-fancy-food-new-york","tag-wine-in-the-united-states"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.9 (Yoast SEO v27.9) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>World Cup, Coldiretti Launches the Italian Wine National Team in New York<\/title>\n<meta name=\"description\" content=\"World Cup, Coldiretti Launches the Italian Wine National Team in New York. 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