The first edition of Wines Experience London closed at ExCeL London with the participation of 1,500 selected buyers, confirming the interest of the British trade in a fair model different from the traditional one. The format, dedicated to Italian wine and food, was created to prioritize buyer profiling, targeted meetings and the quality of commercial relationships rather than simple exhibition space. Organized by United Experience, a joint venture between Fiere Italiane SEA and BolognaFiere Group, the event marks the first concrete step in an international project designed to support Italian companies in foreign markets with more efficient tools.
A format that goes beyond the traditional stand
The strength of the London edition lay in its operational structure. Instead of traditional stands, producers were hosted in lounges designed to encourage seated tastings and direct conversations, with appointments scheduled in advance and matched with buyers aligned with each company’s positioning.
Exhibitors highlighted the effectiveness of a formula that reduces dispersion and allows them to focus on qualified contacts, turning time at the fair into concrete commercial opportunities rather than mere visibility.
“The challenge of organizing a fair dedicated to Italian wine in London was significant, in an extremely competitive market,” said Antonio Bruzzone, CEO of BolognaFiere Group. “This first edition sends an encouraging signal: the market recognizes the value of a more targeted format, one that puts the quality of meetings and proper buyer profiling at the center.”
Maurizio Muzzetta, founder of United Experience and president of Fiere Italiane, echoed this view: “Wines Experience is a real trade fair, but built differently: producers and buyers can sit down, taste together and discuss calmly. It’s from this quality of exchange that stronger relationships are born.”
A significant contribution to the event’s success came from ITA – Italian Trade Agency, present with a collective of more than 20 companies, reinforcing the institutional profile of the initiative.
The program alternated tastings, networking and market insights, with the participation of Masters of Wine and internationally recognized professionals including Sarah Abbott, Justin Knock, Vincenzo Arnese, Matteo Montone and Filippo Bartolotta.
London as a testing ground
The choice of London proved strategic. The British market, highly competitive and mature, served as a real test for a format designed to meet the new needs of the trade: less quantity, more selection; fewer casual contacts, more prepared meetings.
The result is not a definitive snapshot, but a clear indication: the model works when the focus remains on the quality of relationships, not on crowd size.
Wines Experience: upcoming events in 2026
After its London debut, Wines Experience will continue its international journey in 2026 with two new scheduled stops: Ho Chi Minh City on June 25–26, and Mexico City on November 5–6.
London thus becomes the starting point of a project aimed at building continuity between markets rather than isolated events. Wines Experience London did not end with a promise, but with a fact: 1,500 profiled buyers and a level of engagement acknowledged by exhibitors. The challenge now is to maintain coherence and selectivity in the next stages. A format works only if it proves itself in repetition.
