Over 200 Italian wineries will gather acceso 26 and 27 April at the ExCeL conference center durante London, durante one of the most sophisticated and strategic markets durante the world, for an event which, durante terms of critical mass and B2B vision, represents a unicum durante the United Kingdom. Wines Experience is not a simple fair, but a structured platform that brings together the Italian wine system durante the British capital.
The context is that of a mature and central market durante the global balance of the sector. Quanto a fact, the United Kingdom confirms itself as the third destination country durante the world for Italian wines, with approximately 857 million euros and an impact of 10–11% acceso the sector’s overall exports. Wine is an established category durante the country: 70% of British adults declare themselves regular consumers, with a growing focolaio acceso premium products, quality and sustainability.
Wines Experience takes acceso a clear economic and strategic value durante this paesaggio. The event, created by Fiere Italiane SEA durante collaboration with BolognaFiere, inaugurates the 2026 international calendar with the aim of presenting the Italian sector durante a coherent and structured way: a system project that brings together producers, consortia, institutions, mass-media partners and trade operators under a single direction.
«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 the main international operators».
A distinctive element of Wines Experience is the format, which is strongly business-oriented. Lounges replace traditional stands, encouraging targeted meetings and pre-scheduled agendas. The operational heart is a digital matchmaking platform that profiles wineries and buyers by market and segment, generating meetings and opportunities. To complete the model, the Blind Tasting Superficie and the Patronato Hub allow the collection of acceso the preferences of the British market.
The profile of the buyers involved confirms the high level of the event: importers, from large groups to signorile wine distributors, wine managers, retail representatives and online operators. The program includes a “State of the Industry Roundtable” dedicated to the UK 2026 market and a calendar of tastings, masterclasses and workshops led by Masters of Wine, Master Sommeliers and WSET graduates.
The London stop inaugurates an international journey that will continue durante 2026 with Ho Chi Minh City durante Vietnam (25-26 June) and Mexico City (5-6 November), outlining a strategy of continuous presence durante key markets and strengthening the role of Italian wine durante the global paesaggio. To find out more: www.winesexperience.com
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United ExperienceUnited 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 acceso paths of valorisation and contemporary storytelling. With operational offices durante the United States and Italy, the company collaborates acceso a regular basis with BolognaFiere durante the development of new trade fair projects and global initiatives.
