Serena Wines 1881 makes its first appearance at Tuttofood 2026, the leading B2B trade fair for the agri‑food sector, taking place from 11 to 14 May at Rho Fiera Milano. For the Conegliano‑based winery—among the key interpreters of Prosecco DOC and DOCG—this debut represents a strategic step within a broader growth and repositioning path launched in recent years.
Participation in Tuttofood allows Serena Wines 1881 to showcase its latest innovations alongside thousands of European and international food & beverage brands, within a context strongly focused on business development and networking. The Milan debut is a targeted growth move, designed to open new commercial horizons, strengthen brand positioning and support the communication strategy introduced with the Quality Times project.
A Shared Stand and the SePoFa Partnership
For its debut, Serena Wines 1881 will exhibit in Hall 6, Stand D43, within a shared space alongside Polini Distillates, Wines & Beverages and Farchioni Olii S.p.A. The three companies are part of SePoFa, a purchasing group bringing together some of Italy’s leading bottled‑goods producers.
The shared stand reflects a system‑driven approach, rooted in synergy and coherence with the group’s industrial and commercial vision.
Serena Wines 1881: Tuttofood as an Extension of the International Trade‑Fair Strategy
The participation in Tuttofood follows positive feedback gathered during key international trade events in early 2026, including Wine Paris, Beer & Food Attraction, ProWein and Vinitaly. The Milan fair thus becomes an additional amplifier for Serena Wines 1881 – “Quality Times”, the brand’s new identity launched in 2025.
Quality Times represents the outcome of a repositioning journey that defines Serena Wines 1881 as a lifestyle‑oriented brand, focused on celebrating everyday value and authentic moments.
Serena Wines 1881: Product Innovations in the Spotlight
At Tuttofood, Serena Wines 1881 will present its full portfolio of recent launches. Highlights include the 0.0 Alcohol‑Free Serena 1881 – “Quality Times”, developed to meet the growing demand for non‑alcoholic alternatives, alongside the debut of “Audace”, the winery’s first Metodo Classico, marking a further step in the evolution and premiumisation of the range.
The stand will also feature mixology‑focused references such as Più Spritz The Deer and the new Lemon Spritz, as well as formats designed for greater versatility, including Prosecco DOC Extra Dry 0.375 L.
Core labels include the iconic Rabosello, a sparkling rosé IGT Veneto made from Raboso grapes and offered both in keg and bottle, and Soé Brut, a blend of Ribolla Gialla and Chardonnay, now presented in refreshed packaging.
Together, the selection offers a comprehensive snapshot of the Serena Wines 1881 portfolio, where tradition, innovation and attention to evolving consumption styles coexist in a coherent strategy.
A Strategic Step Forward
Founded in Conegliano, Serena Wines 1881 continues to balance historical identity with a contemporary vision, expanding the narrative of Prosecco and Italian wines toward more cross‑category, lifestyle‑driven languages linked to modern conviviality.
The debut at Tuttofood 2026 marks another milestone in this strategy, confirming the winery’s ambition to engage in international, multidisciplinary platforms where wine interacts with food, design and contemporary consumption.
