Italian wine lands in Vietnam with a clear objective: doing business. On 25 and 26 June, Ho Chi Minh City hosts Wines Experience Vietnam 2026, a strategic platform that brings over 75 Italian wine producers into direct contact with the commercial heart of Southeast Asia. In one of the most dynamic contexts of the ASEAN area, WineCouture joins the event as media partner with a new edition of the WineCouture International Edition, strengthening its role as an editorial platform capable of narrating Italian wine across global markets.
A format that goes beyond the traditional trade fair
Promoted by United Experience, a joint venture between BolognaFiere Group and Fiere Italiane SEA, the event takes place at The Adora Center and brings together more than 75 Italian producers and around 600 qualified operators, including importers, distributors, retailers and hospitality professionals.
It is not a traditional fair, but a format built on targeted meetings, guided tastings and curated business relations. At its core lies the quality of human and commercial interaction.
“Business is ultimately built between people,” notes Maurizio Muzzetta, president of United Experience, summarising the event’s philosophy. “We created this event in Vietnam around a simple principle: when the right producers meet the right buyers in the right setting, stronger relationships and better commercial results follow. We are not trying to build a bigger fair, but a more effective one, where every meeting has real value for the future of the companies involved.”
Vietnam: gateway to Southeast Asia
The choice of Vietnam is no coincidence. The country is one of the most dynamic economies in the ASEAN region, with a young population, a growing urban middle class and a rapidly developing HoReCa sector.
Italy is already the second‑largest wine exporter by value after France, yet the potential remains vast. The growth of international dining, wine bars and professional training is shaping an increasingly mature and receptive market.
In this context, Wines Experience positions itself as a strategic access platform, capable of connecting companies and professionals on an international scale.
The companies at Wines Experience Vietnam 2026: a united Italian presence
Wines Experience Vietnam 2026 offers a concrete snapshot of contemporary Italian wine, with representation from all major production regions and a balance of large groups, historic estates and emerging wineries.
Alongside the already announced names—Ferrari Trento, Marchesi di Barolo, Banfi, Santa Margherita, Zonin 1821, Masi, Bertani, Cantina Terlano, Bisol 1542, Fantinel, Le Monde, Librandi, Torrevento, Medici Ermete, Cantine Lunae, Attems and Ca’ Maiol—the exhibitor list confirms an even broader participation, including Mezzacorona, Sartori di Verona, Cantina Zaccagnini, Bottega, Conte Collalto, Donnachiara, Drei Donà and Tornatore.
Institutional collectives such as Italia del Vino Consorzio and ITA‑ICE further strengthen Italy’s presence, supported by leading local importers including Red Apron, WineCellar.vn, Vinoteka and Ideal Wine.
The result is an operational platform that goes beyond promotion, creating a real connection between production and market, linking Italian companies directly with ASEAN operators.
Wines Experience Vietnam 2026: content, training and wine culture
The program unfolds across multiple levels, alternating business, insights and cultural storytelling.
From the panel “Southeast Asia’s Next Phase”, focused on evolving consumption and hospitality trends, to the masterclass “From Heritage to Horizon”, and the format “Beyond the Spritz”, wine is presented as a cultural experience and a tool for connection.
Meanwhile, The Italian Taste Experience showcases Italian gastronomic heritage through show cooking, pairings and tastings, reinforcing the dialogue between wine and cuisine.
Within this ecosystem, WineCouture’s role fits into a broader strategy of storytelling and positioning.
As media partner, and with the launch of a new digital issue of WineCouture International Edition, the platform contributes to building a contemporary narrative of Italian wine, tailored to Asian markets and oriented toward the trade. A contribution that amplifies the event’s impact and extends its reach beyond the physical venue.
A project that looks beyond the event
After London, and ahead of the Mexico City stop scheduled for 5–6 November, Wines Experience confirms its ambition to become one of the leading international platforms dedicated to Italian wine in high‑potential markets.
Not just promotion, but relationship‑building, commercial development and cultural dialogue. In an increasingly competitive market, the difference lies in the quality of the encounter. And from Vietnam—gateway to the ASEAN region—passes a significant share of the future prospects for Italian wine exports.
Wines Experience Vietnam 2026 is ready to turn this opportunity into concrete meetings, new partnerships and growth opportunities for the entire sector.
