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Premium Beverage Experience 2026
Premium Beverage Experience Vietnam 2026, part of the WE Global Series by United Experience, a joint venture between Fiere Italiane SEA and Bolognafiere Group, takes place 25–26 June at The ADORA Center in Ho Chi Minh City. Open to premium beverage and fine food buyers from across Southeast Asia, with a special focus on the Vietnam market, the event offers a more thoughtful alternative to the traditional trade fair model through lounge-style meeting spaces, curated tastings, targeted business meetings and engaging programming designed to foster meaningful relationships and long-term commercial partnerships. Beyond business, the event celebrates the role of beverages and food in bringing people together, creating shared experiences that foster cultural understanding, friendship and collaboration between Italy, Vietnam and the wider Southeast Asian region.
Vietnam is one of Southeast Asia’s most dynamic and fastest-growing food and beverage markets, with growing demand for premium international products, an increasingly sophisticated hospitality sector, and a rising generation bringing new energy and perspectives to the industry. As a gateway to the broader ASEAN region, it presents a unique opportunity to build meaningful business relationships and engage with one of Asia’s most exciting and rapidly evolving markets.
75+ premium beverage and fine food producers
40+ producer and importer exhibitor lounges
Chef showcases and pairings that bring food, premium beverages and regional identity to life
Market insights and industry discussions supported by NielsenIQ
Interactive tastings & discussions with industry leaders from across Southeast Asia
Market shapers awards recognizing the organizations shaping the future of the industry
PREMIUM BEVERAGE EXPERIENCE VIETNAM 2026 IS PROUD TO BE SUPPORTED BY
Media Partners:
Restaurants:
Data Partner:
Importers:
Location:
Exhibitors
PIEMONTE
LIGURIA
LOMBARDIA
TRENTINO-ALTO ADIGE
VENETO
FRIULI-VENEZIA GIULIA
EMILIA-ROMAGNA
PARTICIPATING IMPORTERS
TOSCANA
UMBRIA
MARCHE
LAZIO
ABRUZZO
MOLISE
CAMPANIA
PUGLIA
CALABRIA
SICILIA
SARDEGNA
Programming
25 JUNE - EXHIBITION DAY 1
Dynamic chefs lead ongoing culinary pop-ups throughout the day, featuring local and Italian dishes designed to pair with premium beverages available across the exhibition floor.
Featuring a leading local restaurant, this pop-up offers a glimpse into one of Italy's most enduring culinary traditions: premium beverages at the table. Through thoughtfully prepared dishes suggested with Italian premium beverages that can be found on the expo floor, visitors can experience how premium beverage serves as an integral part of the shared, convivial experience at the table.
Experience the flavors of Italy through live culinary demonstrations, freshly prepared pizza and pasta by Pasta Fresca, hand-sliced Prosciutto di Parma, imported Italian cheeses and authentic regional specialties. Throughout the day, guests can enjoy freshly stretched mozzarella, made on-site, bringing Italy's rich culinary traditions to life through taste, craftsmanship and experience.
Join distinguished guests, industry leaders and partners as we officially open Premium Beverage Experience Vietnam 2026. The Opening Ceremony and Ribbon Cutting marks the beginning of the event, celebrating international collaboration, innovation and new opportunities across the premium beverage, food and hospitality sectors.
As hospitality, tourism and consumer behavior continue to evolve across the region, Southeast Asia is becoming one of the premium beverage industry’s most closely watched markets. But success requires understanding the distinct dynamics shaping each country. Insights from local importers, hospitality leaders and market analysts offer concrete takeaways on the opportunities, challenges, and evolving expectations defining the region’s next phase.
Join WIWS for a light networking reception featuring premium beverages from women-owned and women-led brands, shared by participating importers and producers. The gathering offers an opportunity to connect with industry peers, celebrate the achievements of women across the beverage sector, and build relationships that extend beyond the event.
Can a glass’s shape change the way a wine tastes? Explore the impact of stemware on aroma, structure, flavor and overall perception through a guided tasting hosted by WineCellar.vn’s Sommelier and local Riedel Ambassador featuring Riedel’s acclaimed wine glasses.
Join Red Apron for a limited tasting of Castello Banfi's flagship Summus Toscana IGT, a wine that has earned consistent praise from leading critics.
26 JUNE - EXHIBITION DAY 2
Dynamic chefs lead ongoing culinary pop-ups throughout the day, featuring local and Italian dishes designed to pair with premium beverages available across the exhibition floor.
Featuring a leading local restaurant, this pop-up offers a glimpse into one of Italy's most enduring culinary traditions: premium beverages at the table. Through thoughtfully prepared dishes suggested with Italian premium beverages that can be found on the expo floor, visitors can experience how premium beverage serves as an integral part of the shared, convivial experience at the table.
Experience the flavors of Italy through live culinary demonstrations, freshly prepared pizza and pasta by Pasta Fresca, hand-sliced Prosciutto di Parma, imported Italian cheeses and authentic regional specialties. Throughout the day, guests can enjoy freshly stretched mozzarella, made on-site, bringing Italy's rich culinary traditions to life through taste, craftsmanship and experience.
The Market Shapers Awards recognize the individuals and organizations making a significant impact on the growth, visibility and success of Italian premium beverages in the market. Honoring leaders across importing, distribution, retail, hospitality and education, the awards celebrate those helping shape the future of Italian premium beverage through innovation, advocacy and market development.
As premium beverage and hospitality culture continue to evolve across the region, a new generation of sommeliers is helping redefine how guests discover, experience and connect with premium beverages. Moderated by Vietnam Sommelier Association Vice President, Le Hoang Khanh Vi, and featuring voices from four Southeast Asian countries, the discussion and tasting will share perspectives on evolving consumer expectations, service culture, education and the realities of building hospitality careers across distinct regional markets, while integrating premium beverage tastings that align with current trends.
Far more than a pre-dinner drink, aperitivo is rooted in atmosphere, ritual and the way hospitality brings people together. Inspired by United Experience’s Dialogue in Motion format, this interactive aperitivo experience invites guests to move between hosted tasting tables led by industry leaders, exploring diverse premium beverage-based serves, curated bites and local interpretations of Italian aperitivo culture. Designed around conversation, discovery and social interaction, the session explores how restaurants, hotels, bars, retailers and hospitality professionals can create more memorable and place-driven guest experiences through flavor, storytelling and the art of gathering, while inspiring guests to bring elements of those experiences into their own homes and social rituals.
Can a glass’s shape change the way a wine tastes? Explore the impact of stemware on aroma, structure, flavor and overall perception through a guided tasting hosted by WineCellar.vn’s Sommelier and local Riedel Ambassador featuring Riedel’s acclaimed wine glasses.
Join Red Apron for a limited tasting of Castello Banfi's flagship Summus Toscana IGT, a wine that has earned consistent praise from leading critics.
WE break borders, WE connect cultures
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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. 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 at the event location.
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The HoReCa channel (restaurants, hotels, bars) is experiencing strong growth, driven by the dynamism of the tourism sector and the opening of new luxury venues. The post-pandemic recovery has accelerated the integration of wine into urban consumption habits, particularly among young professionals. Forecasts indicate a CAGR of +6.9% by 2028, with volumes increasing from 17.7 million to 23.5 million liters.
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Wines Experience Vietnam 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.
+10,6%
Increase in consumption
Forecast 2024-2028
75%
Of the market
is covered by imports
24,6%
Share of Italian wine imports
in the domestic market
Vietnam is the 4th country for wine import in Asia, in this context, Ho Chi Minh City stands out as a key hub for reaching importers, distributors, and buyers from all over Vietnam and neighboring countries such as Thailand, Malaysia, Singapore, and China. Participating in Wines Experience means gaining a foothold in a high-potential emerging market through a platform designed to foster strategic connections between Italian producers and qualified Southeast Asian operators.
WE open pathways
from local to global in
Ho Chi Minh City
