Italian wine continues to strengthen its international positioning through structured and forward-looking initiatives. In 2026, Italia del Vino, the consortium bringing together some of the most export-oriented Italian wineries, will play a leading role in the new Wines Experience platform, confirming its participation across three key global hubs: London, Ho Chi Minh City and Mexico City.
This strategic presence reflects a broader ambition: to reinforce the global competitiveness of Italian wine in a rapidly evolving market, where access, positioning and direct engagement with trade professionals are increasingly decisive.
Wines Experience: a New Global Platform for Italian Wine
Wines Experience represents a new-generation international platform dedicated to the promotion of Italian wine. Developed by United Experience in collaboration with BolognaFiere and Fiere Italiane SEA, the project aims to provide wineries with a continuous and structured presence in high-potential foreign markets.
The 2026 calendar has been designed around three destinations that combine maturity, growth potential and strategic relevance. London remains one of the most influential wine markets globally, capable of shaping international trends and maintaining strong import volumes despite its competitive landscape. Ho Chi Minh City represents one of Southeast Asia’s most dynamic economies, where a rapidly expanding middle class is increasingly interested in premium imported wines. Mexico City, meanwhile, is emerging as a key player in North and Latin America, with growing wine consumption and a more sophisticated market structure.
By targeting these three hubs, Wines Experience positions itself as a bridge between Italian producers and global demand, offering access to both established and emerging markets.
A Contemporary Format Designed for Business
At the core of Wines Experience is a unified and contemporary exhibition model that goes beyond traditional trade fairs. The format has been designed to enhance product storytelling while facilitating concrete business opportunities.
The experience combines advanced tasting areas, blind tasting formats and immersive installations with cutting-edge digital tools. Among these, a matchmaking system allows producers and buyers to connect through targeted and data-driven interactions, improving the efficiency and quality of business meetings.
This approach reflects a broader shift in the wine trade landscape, where experiential formats and digital integration are becoming essential tools to navigate increasingly complex international markets.
Italia del Vino: a Collective Strategy for Global Markets
For Italia del Vino, participation in Wines Experience 2026 is part of a long-term strategy aimed at consolidating the international presence of its member companies. The consortium brings together some of the most important Italian wine producers, united by a shared export vision and high quality standards.
The collective presence at the three events will allow the group to present a diverse and representative portfolio of Italian wine regions, reinforcing the image of Italy as a multifaceted and competitive wine-producing country.
In a global context marked by economic uncertainty, shifting consumption patterns and increasing competition, this coordinated approach becomes a key lever to strengthen positioning and visibility in priority markets.
The strength of Italia del Vino lies in the breadth and diversity of its membership. The consortium will be present with all its associated companies, including major names such as Angelini Wines & Estates, Banfi, Ferrari – F.lli Lunelli, Gruppo Italiano Vini, Zonin1821 and Marchesi di Barolo, alongside a wide range of producers representing different Italian territories and wine styles.
This diversity is not only a reflection of Italy’s rich wine heritage but also a strategic asset in international markets, where buyers increasingly seek both iconic labels and new discoveries.
Italian Wine Between Tradition and Global Vision
The Wines Experience initiative highlights a key evolution in the international wine business: success is no longer driven solely by product quality, but by the ability to build relationships, tell compelling stories and adapt to different market dynamics.
Through its participation, Italia del Vino demonstrates a clear awareness of this shift. The consortium’s strategy is not limited to promoting individual brands, but aims to position Italian wine as a cohesive and competitive system on the global stage.
In 2026, London, Ho Chi Minh City and Mexico City will not simply be trade events, but strategic platforms where Italian wine continues to expand its global narrative—connecting territories, producers and markets through a shared vision of quality, identity and innovation.
