The geography of Italian wine continues to expand beyond its traditional borders, increasingly moving toward dynamic and rapidly evolving markets. It is within this scenario that Wines Experience arrives in Vietnam, the second stop on the 2026 international calendar, marking a significant step in the sector’s path toward internationalization. After its London debut, the format developed by United Experience moves to Ho Chi Minh City on June 25 and 26, choosing one of the most promising contexts in Southeast Asia to strengthen the presence of Italian wine in new global markets.
Wines Experience: a B2B format built entirely on the quality of relationships
Wines Experience was created with a clear objective: to go beyond the traditional trade‑fair model and foster a more targeted construction of commercial relationships. The project, developed by United Experience – a joint venture between BolognaFiere Group and Fiere Italiane SEA – is based on a system of profiled meetings, tastings and in‑depth content designed to generate concrete opportunities between producers and industry professionals.
At the heart of the format is an exhibition space that prioritizes the quality of interaction, with dedicated lounges and themed tasting areas, creating a more selective environment oriented toward building value. The positive reception recorded in London confirms the interest in a more focused approach to international wine business.
Vietnam: a high‑potential emerging market and the positioning of Italian wine
The choice of Ho Chi Minh City is not accidental but responds to a precise strategy of establishing a presence in growing markets. With over 100 million inhabitants, a young population and an expanding urban middle class, Vietnam is today one of the most dynamic economies in Southeast Asia.
GDP growth, above 7% in recent years, is also reflected in the wine sector, which benefits from changing consumption patterns linked to urbanization, rising disposable income and the spread of international lifestyle models.
In this context, the wine market is expected to grow significantly, with projections placing it between 662 million and over 1 billion dollars by 2030, with strong development in the premium segment.
Within this scenario, Italian wine already holds a solid position. Italy is in fact the second‑largest exporter by value in Vietnam, immediately after France, confirming a growing appreciation for Made in Italy.
The spread of international dining, the opening of specialized wine bars and the development of training activities contribute to building more informed consumption, marking the transition from an emerging market to a progressively mature one.
Moreover, the country plays a strategic role as a hub for the ASEAN area, also thanks to international trade agreements such as the EVFTA, which facilitates the entry of European and Italian agri‑food products into the local market.
An event for the premium segment
The Vietnamese edition of Wines Experience is characterized by a strong focus on the premium segment, with around 60 exhibitors expected to participate.
The goal is to highlight high‑quality productions and facilitate the meeting between supply and demand at a time when the Asian market is showing increasing interest in high‑end wines and territorial identity.
Ho Chi Minh City and Hanoi, which together account for over 50% of the national food & beverage market, thus become central platforms for the encounter between Italian wine culture and new consumption habits.
Wines Experience: an evolving global platform
The Vietnamese stop is part of a broader path that sees Wines Experience developing as a global platform dedicated to Italian wine. After London, the initiative will continue with the Mexico City event scheduled for November 2026, consolidating an international network oriented toward high‑potential markets.
This model reflects a broader shift in the strategy for promoting Italian wine, increasingly focused on targeted, selective formats capable of creating long‑lasting relationships between professionals.
With its arrival in Vietnam, Wines Experience confirms a clear direction: accompanying Italian wine into emerging markets through tools capable of interpreting new international dynamics and helping it position itself coherently within increasingly competitive global scenarios.
