More than 200 Italian wineries will gather on 26 and 27 April at ExCeL London, one of the most important exhibition centers in the British capital, for the inaugural stop of Wines Experience, the project that introduces a new way of presenting and promoting Italian wine in international markets. Not a simple fair, but a system‑based platform, designed to strengthen B2B relations and position Italy in a unified and strategic way in one of the world’s most mature and competitive markets.
The United Kingdom is in fact the third‑largest global destination for Italian wine, with around €857 million in exports and a stable share between 10% and 11% of the sector’s total export value. In the country, wine retains a well‑established cultural role: 70% of British adults identify as regular consumers, with growing interest in premium segments, quality and sustainability.
A Systemwide Project by Fiere Italiane SEA and BolognaFiere
Created by Fiere Italiane SEA in collaboration with BolognaFiere, Wines Experience was conceived to offer Italian companies a highly professional context designed to generate concrete connections with major international operators.
“London represents a fundamental marketplace for Italian wine and the ideal starting point for Wines Experience,” says Maurizio Muzzetta, Founder of United Experience and President of Fiere Italiane SEA. “We want to offer companies a highly professional environment capable of enhancing quality and generating concrete connections with key international operators.”
The event format is designed to promote efficiency, networking and targeted business.
Lounges Instead of Stands and Digital Matchmaking: the New B2B Format
Wines Experience introduces an innovative exhibition model: themed lounges instead of traditional stands, designed to promote agility, dialogue and high‑value business meetings.
At the heart of the event is a digital matchmaking platform that profiles companies and buyers by segment, interest and market, generating personalized schedules and targeted meetings.
The format also includes:
- a Blind Tasting Area, dedicated to the sensory analysis of British market trends
- a Data Hub, designed to collect insights and preferences from the UK trade
- a rich program of masterclasses, workshops and guided tastings led by Masters of Wine, Master Sommeliers and WSET‑certified professionals
International Buyers and Exclusive Content for the UK Market
The buyer lineup confirms the high positioning of the event: importers, major distribution groups, fine wine distributors, wine managers, retail networks and online operators will be in attendance. A “State of the Industry Roundtable” dedicated to the UK 2026 wine market is also scheduled in London, featuring analyses, data and perspectives on the future of imports.
A Global Calendar for Wines Experience: After London, Vietnam and Mexico
The London stop is the first stage of an international journey that will continue in 2026 with two key appointments:
- Ho Chi Minh City (Vietnam), 25–26 June 2026
- Mexico City, 5–6 November 2026
A strategy aimed at maintaining a strong presence in the most dynamic markets of the sector and strengthening the role of Italian wine in an ever‑evolving competitive landscape.
Wines Experience: A Bridge Between Italy and the World
With over 200 wineries, an innovative format, and the strategic choice of London as the first stage, Wines Experience positions itself as the most advanced B2B platform for the promotion of Italian wine abroad, capable of bringing together producers, consortia, institutions, media partners and global operators under a single direction.
A project that looks to the future of wine communication with a system‑oriented vision, enhancing the identity of Italian companies and offering them a coordinated presence in international markets.
