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A new way to discover, evaluate and source Italian wine
26–27 April 2026 | ExCeL London
Real Italian Wine & Food Experience London is a trade-focused event designed to make sourcing Italian wine more efficient, structured and commercially relevant
for the UK market.
1500+
INTERNATIONAL BUYERS
250+
WINE AND FOOD EXHIBITORS
Over two days, the event brings together 200+ wineries and 50 Italian food producers, offering a complete and practical overview of Italy’s wine landscape — from large export-ready groups to smaller producers seeking UK distribution.
The event is part of the Wines Experience Trade & Show, a concept that combines two essential dimensions of today’s wine industry:
- Trade, with a strong focus on B2B meetings, sourcing and commercial development
– Show, introducing a more open, experience-driven approach through tastings, content and interactive formats
This dual structure allows the event to maintain a clear business objective, while also creating a more engaging and contemporary environment, closer to how wine is actually
discovered, communicated and sold today.
WE open new markets for Italian excellence
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The goal of Real Italian Wine & Food Experience is to offer a platform for direct connections between producers and operators, creating synergies that can translate into commercial agreements. In line with this objective, a dedicated app will be implemented for the 2026 edition. Participating producers will be able to connect with registered participating trade operators and arrange appointments at the fair directly from the platform before arriving in London.
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More than just a trade fair, Real Italian Wine & Food Experience is a strategic platform that unites business, content, and human relationships. Each edition offers a high-quality B2B exhibition, accompanied by a program of masterclasses, seminars, and panels dedicated to interpreting market trends, exploring new opportunities, and building lasting international business relationships.
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Real Italian Wine & Food Experience is organised by Fiere Italiane SEA with the intention to bring together all key figures of the wine industry. It’s a constantly growing global network, where wine is shared, understood, and experienced 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.
6+
Special Regional Areas
12+
International Masterclasses
17+
Events in two days
In this context, London confirms its position as the hub of trade relations in the sector and a privileged showcase for meeting importers, buyers, sommeliers, and food & wine professionals from across the UK and major European markets. Participating in the Real Italian Experience means positioning yourself in a highly qualified environment, designed to facilitate strategic connections between Italian producers and key players in the British wine and food supply chain.
Built around the needs of the industry
Why Sunday and Monday
The choice of days is intentional.
Sunday is included to make the event more accessible. It allows professionals to attend without the constraints of a full working day — and recognises that, for many, this is also personal time. For this reason, the event includes a dedicated kids area, making it easier to participate without having to compromise.
Monday reflects the operational reality of the hospitality sector. With many restaurants closed or less busy, it allows buyers, sommeliers and teams to attend without impacting service — and to spend more focused time tasting and meeting producers.
A format designed for real conversations
Wines Experience moves away from the traditional stand-based model.
The event is entirely lounge-based, replacing exhibition booths with seated, structured
environments designed for proper tastings and commercial discussions. This reduces
crowding and allows buyers to spend more time where it matters — evaluating wines
and building relationships.
To support this, a digital matchmaking platform allows buyers to:
– review producers in advance
– filter by category, region or style
– schedule meetings before arriving
Each participant can book up to 10 meetings, a deliberate choice to prioritise quality
over quantity. The goal is to give enough time to properly assess wines, discuss
pricing and positioning, and build the basis for long-term partnerships.
In every sip WE evolve
Innovation that supports decision-making
Wines Experience introduces a set of dedicated areas designed to add real value to the buying process:
– Blind Tasting Area - Taste wines without labels or brand influence, enabling more objective product evaluation
– Data Hub - Collect structured feedback during tastings and meetings, supporting post-event analysis and decision-making
– Tech Area - Explore tools and solutions shaping the future of the wine trade — from digital platforms to new approaches in sales and communication
These elements are designed to go beyond traditional formats, giving buyers not just access to products, but also tools to compare, analyze and select more effectively.
WE break borders WE build future
Producers you know and producers you should know
The event brings together a curated mix of producers that reflects the full spectrum of Italian wine today.
You will find leading groups and established names such as:
Zonin 1821, Santa Margherita, Banfi, Ferrari F.lli Lunelli, Gruppo Italiano Vini
Alongside:
– premium estates already present in the UK market
– small and medium producers seeking distribution, from regions including Sicily, Campania, Calabria, Umbria, Emilia-Romagna, Piedmont and Sardinia
Curated areas further expand the offer:
– Slow Wine Coalition, focused on sustainable and low-intervention producers
– ICE – Italian Trade Agency collective, supporting export-driven wineries
– Prosecco DOC area, dedicated to one of the UK’s most relevant categories
The result is a line-up that allows buyers to work across multiple segments in one visit — from volume-driven listings to more niche, terroir-focused selections.
Content that reflects the UK market today
Wines Experience London is designed to help buyers:
– review a wide and representative selection of Italian wine
– compare producers and styles directly
– identify products aligned with current UK demand
– build relationships with both existing and new suppliers
All within a format built to deliver clear, commercially relevant outcomes
One visit, real outcomes
Alongside the tasting, the program is designed to address the key questions buyers are facing today.
Highlights include:
– Decanter Masterclass, featuring award-winning Italian wines and international benchmarks
– panel tastings on Italy’s competitive positioning in the UK market
– sessions on styles driving demand, including freshness, lower alcohol and
drinkability
– Market Pulse: UK Wine 2026, a series of short, high-impact discussions with buyers, importers and industry leaders on margins, trends and consumer behaviour
The programme combines product exposure with practical context, helping buyers understand not only what to taste, but what to buy, and why.
