It had been talked about for some time, as we previously reported, and the rumours have finally taken shape: WinePrime – Exhibition & Experience is the new international event dedicated to high‑end wine, created through a partnership between Fiera Milano and Excellence Sidi, the Italian Association of Distributors and Importers. The event is scheduled for 17 and 18 January 2027, with a project that aims to redefine the standards of Horeca wine fairs through a format focused on relationship quality, an experiential visitor journey and a strong global outlook. The first edition will take place in the heart of Milan, at Allianz MiCo, the largest convention centre in Europe.
17–18 January 2027 at Allianz MiCo: WinePrime – Exhibition & Experience
WinePrime was created to strengthen dialogue between producers from top terroirs around the world and the key players in specialised distribution. The goal is to connect top‑tier wineries, iconic maisons, Horeca operators, international buyers, sommeliers, opinion leaders and qualified retail channels, building an ecosystem designed to generate cross‑border business opportunities and foster a truly global vision of the fine‑wine segment.
The new event stands out for its immersive exhibition layout, guiding visitors into the identity of major international terroirs. The experience alternates moments of professional exchange, insights into market trends, exclusive tastings, masterclasses and one‑to‑one meetings, shaping a format that blends business, wine culture and lifestyle—reaching even the advanced consumer.
WinePrime is conceived as an international hub for premium wine production: a place where rare portfolios, iconic labels and world premieres meet the decision‑makers of the main consumer markets. Milan thus becomes a strategic crossroads for connecting supply and demand in the high‑end wine sector, not only in Italy but globally.
The promoters behind a unique event in Italy: Fiera Milano and Excellence Sidi
“WinePrime was created to give maximum visibility to international wine excellence and connect it with markets through qualified distribution,” explains Roberto Foresti, Deputy General Manager of Fiera Milano. “In this context, Fiera Milano strengthens its strategic role in out‑of‑home consumption and hospitality—an area it has long excelled in—and launches a new reference platform for connecting the Horeca supply chain with the key players of the international wine market, helping transform product value into concrete development opportunities.”
Echoing this is Luca Cuzziol, President of Excellence Sidi:
“With WinePrime, Italy gains a unique event, tailored to the contemporary customer—a young, informed audience seeking dialogue and direct exchange with producers, most of whom will be present in Milan. It is a moment where distributors act as a bridge between producers and customers, becoming an essential link for promoting fine wines in Italy’s diverse market.”
Milan as the new international capital of fine wine
A long‑awaited fair that places the supply chain and its key players at the centre. With WinePrime, Milan consolidates its role as a capital of hospitality and professional networking. Already a leading city in the food & hospitality sectors, it now positions itself as a prime destination for operators and buyers interested in the highest tier of international wine.
Allianz MiCo, with its modular and technologically advanced spaces, becomes the ideal stage for an event designed to be experiential, dynamic and open to the world. WinePrime is set to become an unmissable appointment for professionals in the premium wine sector and for those wishing to explore the excellence of global wine.
