The two stopovers – Toronto on 9 February and Miami on 11 February – feature a programme packed with initiatives aimed at the promotion and appreciation of Italian wine. The events will provide participating companies with the opportunity to meet importers, distributors, restaurateurs and the press and, for those who are already operating on the market, to consolidate the image of their brand.
The USA has been the key leading market for the export of wine for several years and, in the economic context of northern and central America, Florida is the nerve centre of imports/exports, while Miami is the cornerstone of this economy thanks to its extraordinary concentration of international businesses, infrastructure, its banking and financial system and its geographical position. Indeed, Miami is considered the entry port for South America and the Caribbean and an exceptional commercial gateway to the southeast USA.
Florida is one of the 10 states in the USA where more than 60% of sales are concentrated (totalling around 200 million cases in 2013) and is second only to California in the amounts consumed, taking first place for imported volume and value. Per capita consumption in Florida is almost 16.5 litres in 2013 (with an annual growth rate of 1%) and saw the importation of around 7.5 million nine-litre cases of wine: Miami alone consumed 2.5 million cases in the same period.
The wine market recently reached 90 billion dollars, after growing by around 30% in three years, and trade relations with Italy have been stabilised and consolidated for some time now, especially in Miami country, which is a profitable and important market for Italian products. In 2013, sales of still wine in this region captured a slice of more than 8% of the entire USA market for a total of around 26 million cases, to which sparkling wines must be added.