The Road Less Poured: How Emerging Wine Regions Can Break Into the U.S. Market

Photo Credit: Milada Vigerova

For lesser-known wine regions looking to make their mark in the U.S. market beyond producing quality wines, success often comes down to storytelling and strategy.

Today’s U.S. consumers are increasingly curious and adventurous, seeking wines that offer a sense of place and authenticity. Regions like Sicily, Galicia, or Alentejo may not carry the same name recognition as Bordeaux or Napa, but they bring something just as compelling: unique terroirs, generations of craftsmanship, and a genuine connection to the land.

Breaking through requires more than just distribution. It’s about capturing attention and inspiring loyalty. A well-crafted PR approach — one that highlights the region’s heritage, winemaking traditions, and the people behind the bottles — can help these under-the-radar regions transform from hidden gems to sought-after discoveries.

For winemakers and regional wine boards, the key is to embrace what makes them different. Whether it’s volcanic soils, coastal breezes, or centuries-old techniques, the story is just as important as the wine itself. By leaning into their unique identity and sharing it with the right audiences, emerging regions can carve out a lasting place in the U.S. market.

Want more intel on how to market a wine brand in the U.S.? Check out VP and Partner Amy Sedeño’s latest piece for O’Dwyer’s PR: How Lesser-Known Wine Regions Can Break Into the U.S. Market.