How Italian Wineries Can Start Selling Wine in the U.S.

For an Italian winery looking to sell in the United States, the first step is finding the right import partner and developing a plan for where and how the wine will be sold. Wineries must also meet U.S. labeling, importation, and distribution requirements before their products can reach American customers.

The good news is that Italian wineries do not necessarily need to establish their own U.S. import company. According to the Alcohol and Tobacco Tax and Trade Bureau (TTB), foreign producers can work with an existing licensed U.S. importer instead.

Here’s what wineries should consider before arranging their first shipment.

1. Find the Right U.S. Import Partner

A licensed U.S. importer is essential for commercially importing most Italian wines. However, not every importer operates the same way.

Traditional importers generally select wines for their portfolios and manage their sales and marketing. A winery seeking this type of relationship must demonstrate why its wines would be a good fit for the importer’s existing business.

Service importers, such as MHW, provide the licensing, compliance, and operational infrastructure needed to bring wines into the United States. This model allows wineries to maintain greater control over their sales and marketing, whether they manage those activities themselves or work with other partners.

Before choosing an importer, wineries should identify the U.S. markets they want to enter, their target customers, and how they plan to sell their wines once imported.

2. Prepare Your Wine Labels for the U.S. Market

Labels approved for sale in Italy are not automatically compliant with U.S. requirements.

For imported wines containing at least 7% alcohol by volume (ABV) and bottled for retail sale, the U.S. importer generally must obtain a Certificate of Label Approval (COLA) from TTB before the wine can be released from customs for commercial sale.

U.S. wine labels must include applicable information such as the government health warning, the importer’s name and address, country of origin, and sulfite declaration when required. Wineries should also review any vintage, appellation, and other label claims for compliance.

TTB provides a detailed guide to labeling imported wines.

One important distinction for Italian producers: Under the U.S.–European Union wine agreement, qualifying natural grape wines from Italy containing 0.5% to 22% ABV are exempt from a separate certification requirement concerning winemaking practices. This does not eliminate applicable label approval or other import requirements.

Wines outside those conditions may require additional documentation. Certain specialty or flavored wines may also need formula approval.

See TTB’s list of countries covered by winemaking practices agreements.

3. Meet FDA and Customs Requirements

Working with a licensed importer reduces the need to establish and manage a separate import operation. However, getting alcohol into the U.S. and getting it sold are two different challenges.

Brands still need to consider where they want to sell, how their products will be priced, who their target customers are, and how they will generate demand.

Most beverage alcohol sales move through licensed wholesale and retail channels, subject to state-specific rules. Securing an import partner does not automatically mean that distributors will agree to carry the product or that retailers will place orders.

Before arranging an initial shipment, brands should identify their target markets, prepare product documentation, establish a realistic budget, and determine who will handle sales and distributor relationships.

4. Plan How Your Wine Will Reach Customers

Importing wine legally does not guarantee that distributors or retailers will agree to sell it.

Most U.S. wine sales operate through licensed wholesale and retail channels, with different requirements depending on the state. A winery may need distributors, sales representatives, or other commercial partners to introduce its products to restaurants, wine shops, and retailers.

Wineries should also establish realistic pricing that accounts for shipping, import duties and taxes, warehousing, distributor and retailer margins, and sales and marketing expenses.

Rather than attempting to enter every state immediately, producers can begin by identifying markets and customers that fit their wines, price points, and available sales resources.

What Should an Italian Winery Prepare First?

Before contacting potential U.S. import partners, it helps to have the following information ready:

– Wine portfolio: Varietals, appellations, vintages, alcohol content, bottle sizes, and label artwork.
– Pricing and quantities: Export pricing, available inventory, and expected shipment volumes.
– Target markets: The U.S. states and types of customers the winery wants to reach.
– Sales plan: Existing U.S. relationships, available marketing support, and who will manage distributor and retailer outreach.

Having these details prepared will help potential partners evaluate the opportunity and identify the regulatory and operational steps required.

How MHW Can Help

MHW has more than 30 years of experience helping international wineries enter and expand in the U.S. market.

Through our wine importation and distribution services, we support Italian and other international wine producers with licensed importation, TTB label approvals, FDA compliance, customs clearance, logistics, warehousing, and state regulatory requirements.

Our platform allows wineries to access established U.S. importation and wholesale infrastructure while developing a sales and marketing strategy suited to their brands.

For a broader introduction to the process, read our guide to importing alcohol into the U.S..

Are you an Italian winery considering the U.S. market? Contact MHW to discuss your wines, target markets, and importation needs.