Nino Franco expands U.S. push with 25-plus wine events in 2026

Nino Franco Winery spent 2026 stepping up its U.S. outreach with more than 10 trade events and more than 15 consumer tastings under the OCM Project 2025/2026, co-financed by the European Union. The campaign was designed to build brand awareness, deepen trade relationships and introduce Valdobbiadene Prosecco DOCG to more American buyers and shoppers.

Why it matters: - Nino Franco is using a two-track U.S. strategy to grow sales and visibility at the same time: trade education for professionals and direct tastings for consumers. - The campaign supports the winery’s broader effort to strengthen its position in the American market for Valdobbiadene Prosecco DOCG. - The promotional push also highlights how EU-backed programs are helping European wineries invest in export markets.

What happened: - Throughout 2026, Nino Franco Winery and its U.S. partners ran an extensive promotional program across the United States under the OCM Project 2025/2026. - The project was co-financed by the European Union. - The program included more than 10 B2B dinners, lunches and tasting events in several U.S. cities. - The program also included more than 15 B2C promotional tastings in Total Wine & More stores during the first half of October 2026. - The company aimed to increase awareness of its wines, build trade relationships and reach American consumers more directly.

The details: - The B2B events brought the winery in front of importers, distributors, restaurateurs, sommeliers, wine retailers and other trade professionals. - Guided tastings and meetings introduced participants to the winery’s production philosophy, the character of its wines and the identity of its territory. - The trade events were meant to strengthen existing business ties, open new contacts and support future distribution growth in the U.S. - The Total Wine & More tastings gave consumers a chance to sample the wines in store, learn their origins and understand their food-pairing range. - The consumer tastings were designed to drive discovery at the point of sale and build brand awareness. - The promotional message centered on the quality of Nino Franco’s wines and especially its Prosecco DOCG from the Valdobbiadene area. - Valdobbiadene is known for steep hillsides, a distinctive microclimate and long-standing winemaking expertise. - The winery positioned the region’s wines as elegant, fresh, fine and closely tied to place.

Between the lines: - The program shows a classic export-market playbook: educate the trade first, then convert awareness into retail trial. - Nino Franco is not just selling wine. The winery is also selling origin, craftsmanship and regional identity as part of the brand story. - The heavy emphasis on both B2B and B2C suggests the U.S. remains a strategic market worth sustained investment.

What’s next: - Nino Franco said it will continue investing in quality, international promotion and the promotion of its territory. - The winery plans to keep bringing Valdobbiadene Prosecco DOCG to wine professionals and consumers worldwide. - The U.S. market is likely to remain a focus as the company builds on the relationships created during the 2026 campaign.

The bottom line: - Nino Franco’s 2026 U.S. campaign was less about a one-off promotion and more about building a durable foothold in a key export market.