WE create new opportunities

People enjoying wine tasting at a wine event, with bottles and glasses on a table.

Built-in B2B

matchmaking

Man with curly gray hair and glasses smiling at a conference or trade show, standing at a white table with papers and a pen, in a large indoor venue with booths.

Key buyers

across trade

segments

A woman with long blonde hair giving a presentation at a wine tasting event, standing in front of a table with wine bottles and wine glasses

Panels lead

by industry experts

Why Vietnam?

With over 100 million inhabitants and one of the fastest-growing economies in Southeast Asia, Vietnam today represents a strategic market for the internationalization of Italian wine. In 2024, the country recorded a GDP growth of +7%, driven by rapid urbanization, rising incomes, and an expanding middle class (now accounting for 15% of the total population).

Two men sitting at a table with multiple glasses of red wine, discussing during a wine tasting event. Other attendees are visible in the background, some standing and some seated, in a conference room setting.

700+

INTERNATIONAL BUYERS

120+

INTERNATIONAL EXHIBITORS

1000+

WINE LABELS

The event will welcome over 120 wine companies from Italy, Southeast Asia, and other producing countries, with a special focus on premium wines, building solid trade relationships, and sharing valuable content.

WE break borders, WE connect cultures

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 in London.
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.
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