Denver, April 14th, 2025 — Volio Imports wraps up its participation in Vinitaly 2025 with a positive outcome, confirming its role as a key player in the distribution of Italian wine in the United States. The team, led by CEO Charles Lazzara, experienced an intense schedule of meetings with long-time clients and new partners, strengthening existing collaborations and outlining new strategies to face the challenges of the American market in an ever-evolving economic landscape. During the four-day fair, the Volio Imports team engaged with numerous producers, also discussing the much-debated issue of tariffs imposed by the U.S. administration.
“In times of economic uncertainty, consumers tend to be more cautious: they spend less, avoid luxury goods, and dine out less frequently. But to truly understand what’s happening, we need to look beyond wine: the idea of a ‘universal tariff’ is impacting the entire supply chain, globalization, and the business world as a whole,” said Charles Lazzara, CEO of Volio Imports. “The ninety-day extension announced by President Trump is a positive signal, offering institutions a chance to find a solution that works for both the United States and Italy.”
Beyond the economic aspects, Lazzara emphasized his deep connection to Italy and its wine culture: “My father was of Sicilian descent. Thanks to a scholarship, I came to study in Italy. I tasted a Chianti and felt chills down my spine. That’s when I realized this was my path and my career. I had never been to Italy before, and I didn’t speak the language. Now, I speak it fluently, my wife is Italian, and I’ve chosen to live here with my family.” Lazzara continued, “Italy is not just a producing country: it’s a mosaic of unique territories, each with its own identity and tradition. That’s what makes Italian wine extraordinary and inimitable. Our mission as importers is to share these stories with the American public, who are looking for authenticity, quality, and passion.”
Participation in Vinitaly was also an opportunity to reflect on new dynamics in distribution and consumption in the U.S. market. “In the United States, we operate under a three-tier system that amplifies every cost throughout the supply chain. This means that every dollar of tariff gets multiplied before reaching the consumer—who, while curious and open to new things, is still strongly price-sensitive. If a label exceeds a certain price point, the consumer won’t follow it—they’ll look for something else that fits within their budget. However, I’m optimistic because I believe that through dialogue and diplomacy, we can find a solution that protects the consumer,” explained Lazzara.
“Volio Imports will continue to invest in promoting authentic Italian wine, working hand in hand with virtuous producers and strategic partners to bring the best of Italian winemaking to the United States—sharing its soul, its places, and its people—while reaffirming our commitment to selecting prestigious labels that best represent the richness and authenticity of Italy’s wine heritage,” Lazzara concluded.
VOLIO IMPORTS
Founded in 2007 in Colorado by Charles Lazzara, Volio Imports began with a simple yet ambitious goal: to promote high-quality but lesser-known Italian wine producers. With determination and passion, Charles tirelessly traveled between the U.S. and Europe, building relationships and selecting wineries that embodied authentic terroir. The turning point came in 2017 when the sale of the distribution division allowed him to focus on national expansion, transforming Volio into one of the leading importers of Italian wines in the U.S.Today, Volio Imports represents over 40 wineries and distributes in 45 U.S. states, bringing a piece of Europe to American tables every day.
Since 2019, Volio Imports has chosen to address the environmental impact of its operations through a partnership with Carbonfund.org, a leading non-profit in CO₂ offsetting. The decision to become carbon neutral stemmed from the understanding that the wine industry is deeply intertwined with the environment and that every bottle transported from Europe to the U.S. carries a responsibility that cannot be ignored. Volio calculated its emissions and invested in certified reforestation and renewable energy projects, proving that caring for the planet can go hand in hand with a passion for wine.
