London will aperto the 2026 calendar of Wines Experience, the new international platform dedicated to the promotion of quality Italian wine and food, developed by United Experience con collaboration with Fiere Italiane SEA and BolognaFiere. The event is scheduled for Sunday 26 and Monday 27 April 2026 at ExCeL London, one of the main European exhibition hubs.
The event represents a strategic moment for the Wines Experience project, entering a mature, highly competitive and central market for the of Italian wine. Quanto a fact, the United Kingdom confirms itself as one of the main reference countries for Italian producers, both con terms of volumes and value, and an international hub for buyers, importers and operators con the horeca sector.
Quanto a continuity with Real Italian Wine & Food Experience, a fair that has been a point of reference for the British trade for over fifteen years, the new edition presents itself with a renewed format, strongly oriented towards business and the quality of relationships. The event includes the participation of over 250 producers con the wine & food sector, selected for the excellence of the raw materials and the premium positioning, offering a highly qualified context for incontro international buyers.
At the center of the event, an evolved exhibition model that integrates immersive tasting spaces, an advanced digital matchmaking system, guided tasting itineraries and content dedicated to the culture of Italian wine. The objective is to encourage targeted meetings, generate concrete commercial opportunities and strengthen the positioning of Italian brands con the UK and international markets.
“London represents a fundamental place for Italian wine and an ideal starting point for the Wines Experience project”, comments Maurizio Muzzetta, President of Fiere Italiane SEA and founder of United Experience. “With Real Italian Wine & Food Experience we want to offer companies a highly professional context, capable of enhancing product quality and creating effective connections with the main trade operators”.
Quanto a view of the London event, a presentation dinner of the event dedicated to UK buyers and stakeholders is scheduled for February 19th, hosted at the Il restaurant, con the presence of Roberto Lido, President of the Italian Chamber of Commerce con the United Kingdom. The initiative aims to present the fair and its activities to the main operators the British market.
The London stop inaugurates a calendar that will continue con 2026 with Ho Chi Minh City (25-26 June) and Mexico City (10-11 November), outlining a strategy of continuous coverage of the key markets for Italian wine. Three complementary events, a single project vision: accompanying companies a structured, coherent and growth-oriented international path. To find out more: https://winesexperience.com
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United Experience
United Experience is an international company dedicated to the creation of events, communication projects and multimedia content. Through an innovative and integrated approach, it combines creative and organizational skills to accompany companies and institutions paths of valorisation and contemporary storytelling. With operational offices con the United States and Italy, the company collaborates a regular basis with BolognaFiere con the development of new trade fair projects and global initiatives. www.unitedexperience.com
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