Fiere Italiane SEA launches new global Wines Experience series and welcomes BolognaFiere as a strategic Partner
Fiere Italiane SEA, led by President Maurizio Muzzetta, has announced the launch of WINE EXPERIENCE, a new series of international wine exhibitions debuting in 2026. The initiative marks a major new chapter in Fiere Italiane’s expansion strategy, which began with bringing the world’s largest wine fair, Vinitaly, to the U.S. for the first time in its 56-year history through Vinitaly.USA.
To accelerate this global vision, Fiere Italiane has welcomed BolognaFiere, through its U.S. subsidiary BolognaFiere USA, as a strategic partner. BolognaFiere has acquired a 30% stake in United Experience, the events company founded and developed by Fiere Italiane, which will organize the new WINE EXPERIENCE exhibitions.
The series will launch in London, Ho Chi Minh City (Vietnam), and Mexico City—three high-potential markets where Italian wine is seeing rapid growth. Designed to support Italian wineries in diversifying their exports at a time when U.S. tariffs and market shifts are reshaping global trade, these new events will connect producers with top buyers and emerging consumer bases around the world.
London – April 26–27, 2026, Excel: Over 200 wine and 60 food exhibitors; 1,500+ trade buyers expected
Ho Chi Minh City – June 11–12, 2026, The Adora Center
Mexico City – November 10–11, 2026, Expo Santa Fe
Vietnam, with over 100 million inhabitants, is one of Southeast Asia’s fastest-growing economies, with demand for wine expected to grow by 45% in volume and 90% in value between 2026 and 2027. Mexico has seen per-capita wine consumption rise by 60% in recent years, with the market forecast to reach $6 billion USD by 2030, 70% of which will be driven by imports. Meanwhile, the U.K. is already one of the largest global markets for Italian wine exports.
“With Vinitaly.USA, we showed how Italian wine can be revitalized and reimagined in one of the world’s most competitive markets,” said Maurizio Muzzetta, President of Fiere Italiane SEA and founder of United Experience. “WINE EXPERIENCE is the next evolution of that vision—an opportunity to expand Fiere Italiane’s global reach with a format designed to be more agile, relevant, and attuned to today’s international buyers. Wine can no longer remain tied to traditional frameworks; our industry must become more accessible, direct, and engaging. These new exhibitions will serve not just as events, but as gateways into a global network— supported year-round by Fiere Italiane’s ongoing engagement with international wine communities. In this process, BolognaFiere brings valuable international expertise as we chart ambitious new routes for Italian wine across the world’s most dynamic markets.”
Fiere Italiane’s partnership with BolognaFiere—an experienced organizer of international exhibitions in Asia and North America— brings additional operational strength to this ambitious vision while reinforcing Italy’s leadership on the global stage. Antonio Bruzzone, CEO of BolognaFiere Group, emphasized the shared commitment to elevating Italian wine on an international scale: “The wine sector is one of the pillars of Italian agrifood and an extraordinary ambassador of our country’s culture worldwide. With WINE EXPERIENCE, BolognaFiere contributes to enhancing this excellence, offering an innovative format and a concrete tool to support the export efforts of Italian wineries in a complex and constantly evolving international context. This initiative is fully aligned with the Group’s internationalization strategy, which aims to strengthen our presence in the most dynamic markets and to confirm BolognaFiere as a global platform for Made in Italy.”
Through WINE EXPERIENCE, Fiere Italiane strengthens its role as a global ambassador of Italian wine, expanding its reach beyond Europe and the U.S. into the world’s most dynamic markets—delivering on its founding mission to champion Italian excellence worldwide.