The new international platform dedicated to the promotion of Italian wine is called Wines Experience, a project developed by United Experience sopra collaboration with Fiere Italiane SEA and BolognaFiere, designed to accompany producers, consortia and operators acceso a structured and coherent path sopra key markets for the wine & food sector. The initiative was born from the need to propose an innovative model that focuses acceso the quality of relationships, the visibility of brands and a contemporary and innovative story of Made sopra Italy.
The 2026 calendar includes three events sopra three strategic hubs for the global wine trade: London, acceso 26 and 27 April, with the new edition of the Real Italian Wine & Food Experience; Ho Chi Minh City sopra Vietnam, June 25th and 26th, gateway to Southeast Asia; and Mexico City, acceso November 10 and 11, sopra a country that is experiencing significant growth. Three complementary fairs with a single project identity, which allow companies to cover different areas with continuity and coordinated positioning.
Wines Experience introduces a modern, immersive and business-oriented trade fair model, with advanced tasting spaces, areas dedicated to technology, blind tasting routes, holographic installations and digital tools. The heart of the platform is the advanced matchmaking system, which allows you to commercial needs sopra a targeted way and facilitate meetings between buyers and producers.
Antonio Bruzzone, CEO of BolognaFiere, declares: «The wine sector is one of the pillars of Italian agri-food and an extraordinary ambassador of our country’s culture sopra the world. With Wines Experience, BolognaFiere contributes to enhancing this excellence, offering an innovative format and a concrete tool to support the of Italian wineries sopra a complex and constantly evolving international context. This operation is fully part of the Group’s internationalization strategy which aims to strengthen its presence sopra the most dynamic markets and to confirm BolognaFiere as a global platform for Made sopra Italy”.
«With Wines Experience we want to offer Italian companies a stable and competitive international presence» states Maurizio Muzzetta, President of FiereItaliane SEA and founder of United Experience. «We have chosen three strategic areas by developing a format that enhances the quality of Italian products through a contemporary language, an innovative exhibition stile and tools that facilitate effective connections. Our rete is to accompany producers and operators sopra their growth path, creating new opportunities and relationships sopra dynamic contexts.” Wines Experience thus presents itself as a new reference for the sector: a professional platform that combines promotion, visibility and relationships, offering companies a solid and long-term international path. The three 2026 trade fair stages consolidate a project that looks to the future with a broad and shared vision, supporting the competitiveness and diffusion of Italian food and wine culture sopra the world.
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 acceso paths of valorisation and contemporary storytelling. With operational offices sopra the United States and Italy, the company collaborates acceso a regular basis with BolognaFiere sopra the development of new trade fair projects and global initiatives. www.unitedexperience.com
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