London will host the first stop of the 2026 Wines Experience calendar, the new international platform dedicated to promoting high‑quality Italian wine and food, developed by United Experience in collaboration with Fiere Italiane Sea and BolognaFiere. The event is scheduled for Sunday 26 and Monday 27 April at the prestigious ExCeL London exhibition centre, one of Europe’s most important trade hubs.
The United Kingdom—an established, highly competitive market—remains one of the main destinations for Italian wine exports: a strategic point of reference for producers, buyers, importers and horeca professionals. The decision to start in London confirms the intention to strengthen Italy’s presence in a key market for volume, value and international commercial influence.
Italian wine takes centre stage at Real Italian Wine & Food Experience 2026: a renewed format to enhance quality, business and relationships
In continuity with Real Italian Wine & Food Experience, a benchmark for the UK trade for over 15 years, the new edition adopts an updated, strongly business‑oriented format.
More than 250 wine and food producers are expected, carefully selected for the excellence of their raw materials and premium positioning, with the goal of creating a highly qualified professional environment.
The evolved exhibition model integrates:
- immersive tasting areas
- guided tasting routes
- content dedicated to Italian wine culture
- an advanced digital matchmaking system designed to facilitate targeted meetings and concrete business opportunities
A structure conceived to offer companies an effective tool for networking and development in the UK and international markets.
Maurizio Muzzetta (United Experience): “London is the ideal stage for Wines Experience”
“London is a key market for Italian wine and the ideal starting point for the Wines Experience project,” comments Maurizio Muzzetta, President of Fiere Italiane Sea and founder of United Experience. “We want to offer companies a highly professional environment capable of enhancing product quality and creating effective connections with leading trade operators.”
Ahead of the event, a presentation dinner for British buyers and stakeholders will be held on 19 February at Ristorante Il Macello, attended by Roberto Costa, President of the Italian Chamber of Commerce in the UK. An opportunity to present the format, objectives and opportunities of the event to key players in the UK market.
An international project: in 2026 Wines Experience will also stop in Ho Chi Minh City and Mexico City
The London event opens an international calendar that will continue with:
- Ho Chi Minh City — 25–26 June
- Mexico City — 10–11 November
Three complementary events designed to cover key markets and support Italian companies along a structured, coherent and growth‑oriented global journey.
