Wines Experience is an international format created by Fiere Italiane SEA to bring together all the key figures in the wine industry: producers, importers, distributors, buyers from the Ho.Re.Ca. channel, sommeliers, media, and experts, within a high-level professional context.
Wines Experience is more than just an event: it’s a constantly growing global network, where people come to experience wine as something to be shared, understood, and explored with a forward-looking vision. To accelerate this global vision, Fiere Italiane has welcomed BolognaFiere as a strategic partner. BolognaFiere has acquired a stake in United Experience, the events company founded and developed by Fiere Italiane, which will organize the new WINES EXPERIENCE exhibitions.
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In 2026, Real Italian Wine & Food Experience will make its debut on the UK market with a new edition scheduled for April 26-27 at ExCeL Exhibition Center, one of London’s most prestigious exhibition centres. Located in one of the city’s most dynamic areas, the venue will provide a high-profile setting, ideal for hosting business-oriented events and promoting dialogue among companies, institutions, and industry professionals.
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Wines Experience arrives in Vietnam on June 25-26, 2026, hosted at the ADORA center in Ho Chi Minh City, one of the region’s most modern and recognized exhibition centers, strategically located in the heart of the metropolis. The venue offers a high-level professional environment, excellent hospitality services, and direct links with key institutional and business sectors.
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The Mexican edition of Wines Experience will take place on November 5–6, 2026 at Expo Santa Fe, in western district of Mexico City. This location, one of the most famous venues in Central and South America, offers a contemporary and versatile setting. Its spacious halls and flexible layouts make it ideal for large international events, ensuring excellent connectivity with the business world, high-end hospitality infrastructure, and easy access to major local and international institutions.
WE break borders,
WE build future
The goal of Wines Experience is to offer a platform for direct connections between producers and operators, creating synergies that can translate into commercial agreements.
About United Experience
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About United Experience *
United Experience LLC is a U.S. based company dedicated to delivering premier B2B wine events worldwide. Through our regional teams, we organize exhibitions across three key markets: North America, Europe, and Southeast Asia, bringing together top winemakers with local buyers and distributors in an unparalleled experience.
WE transform Experience into Expertise
WE isn’t just an event: it’s a gateway.
We help wineries reach high potential markets by facilitating real business opportunities.
Secure your
spot
The central element of our offering is the exhibition space reserved for each company.
For the 2026 edition, we will provide a single exhibition lounge model, designed to combine functionality, visibility, and comfort in a high-level professional setting.
Expand Your Network
At Wines Experience matchmaking is not a secondary element: it is the core of the B2B offering. Through an advanced digital platform, producers and buyers can connect strategically, precisely identifying the partners best suited to their commercial needs.
Seminars and Masterclasses
Wines Experience complements the exhibition area with a targeted program of masterclasses and seminars, designed to explore the diversity of wine-growing landscapes and delve into key topics that are reshaping the industry, such as evolving consumer behavior and the urgency of sustainability.
Knowledge that connects
