Brunello di Montalcino Eyes US Expansion, Texas a Key Focus for 2026

The renowned Italian wine region looks to capitalize on growing demand, particularly in the southern US market.

Published on Feb. 26, 2026

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Brunello di Montalcino, a renowned Italian wine region, is shifting its strategic focus to overseas markets, with the United States emerging as a key priority. Despite overall declines in US wine volumes, Brunello has bucked the trend, seeing a 7.7% increase in volume and 2% increase in value of Brunello sales within the country last year. Texas, in particular, has emerged as a crucial market, accounting for nearly half of Brunello's US market share and experiencing volume growth of nearly 9%. To capitalize on this momentum, the Consorzio del Brunello di Montalcino is expanding its outreach efforts in the state, including hosting masterclasses and extending its 'Benvenuto Brunello' promotional format to Texas for the first time.

Why it matters

Brunello's success in the US, particularly in Texas, demonstrates the region's ability to adapt and thrive in challenging market conditions. This strategic focus on overseas expansion, led by the Consorzio del Brunello di Montalcino, highlights the importance of identifying and capitalizing on emerging growth opportunities, even as the broader wine industry faces headwinds. The region's willingness to engage directly with consumers and trade partners in key markets like the US is a testament to its commitment to maintaining and expanding its global reach.

The details

The Consorzio del Brunello di Montalcino is taking a proactive approach to expanding its presence in the US market, with a particular emphasis on Texas. The region is hosting masterclasses led by Master of Wine Gabriele Gorelli in Dallas and Austin, as well as extending its 'Benvenuto Brunello' promotional format to Texas for the first time. This format, which was initially launched in New York, showcases the latest vintages of Brunello di Montalcino to both trade and consumers. The Consorzio is also actively engaging with key partners, such as the luxury wine retailer Millesima in New York, to reach a wider consumer base. The increased participation of Brunello and Rosso di Montalcino producers at these events, up 40% compared to the previous year, underscores the region's commitment to the US market and confidence in continued consumer demand.

  • In 2025, Italy was the leading country represented at ProWein, a major international wine fair.
  • Last year, Brunello di Montalcino saw a 7.7% increase in volume and a 2% increase in value of Brunello sales within the United States.

The players

Consorzio del Brunello di Montalcino

The organization responsible for promoting and protecting the Brunello di Montalcino wine region.

Gabriele Gorelli

A Master of Wine who is leading Brunello di Montalcino masterclasses in Texas.

Millesima

A luxury wine retailer in New York that is partnering with the Consorzio del Brunello di Montalcino to reach a wider consumer base.

Giacomo Bartolommei

The President of the Consorzio del Brunello di Montalcino.

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What they’re saying

“Fifty years is such an accomplishment in San Francisco, especially with the way the city has changed over the years.”

— Gordon Edgar, grocery employee (Instagram)

The takeaway

Brunello di Montalcino's strategic focus on the US market, particularly Texas, demonstrates the region's ability to adapt and thrive in challenging conditions. By engaging directly with consumers and trade partners, leveraging key partnerships, and participating in major industry events, the Consorzio del Brunello di Montalcino is positioning the region for continued growth and success in the global wine market.