Wines Experience: the new international platform by United Experience and BolognaFiere connecting three continents
A project designed to strengthen the presence of Italian wine in three strategic markets: the United Kingdom, Vietnam, and Mexico.
Wines Experience is the new international platform dedicated to promoting Italian wine, developed by United Experience in collaboration with Fiere Italiane SEA and BolognaFiere. The initiative is designed to support producers, consortia, and industry professionals through a structured and consistent expansion path across key global wine & food markets.
The project stems from the need to introduce an innovative model that places relationship quality, brand visibility, and a contemporary narrative of Made in Italy at its core.
The 2026 calendar features three events in key global wine trade hubs: London on April 26–27, with the new edition of the Real Italian Wine & Food Experience; Ho Chi Minh City, Vietnam, on June 25–26, a gateway to Southeast Asia; and Mexico City on November 10–11, in a country experiencing strong market growth. These three complementary events share a unified identity, allowing companies to establish a continuous and coordinated presence across different regions.
Wines Experience introduces a modern, immersive, and business-oriented trade show model, featuring advanced tasting areas, technology-focused zones, blind tasting experiences, holographic installations, and digital tools. At the core of the platform is an advanced matchmaking system, designed to align commercial needs and facilitate meaningful connections between buyers and producers.
Antonio Bruzzone, CEO of BolognaFiere, stated:
“The wine sector is one of the pillars of Italy’s agri-food industry and an extraordinary ambassador of our country’s culture worldwide. With Wines Experience, BolognaFiere contributes to enhancing this excellence by offering an innovative format and a concrete tool to support the export growth of Italian wineries in an increasingly complex and evolving international landscape. This initiative is fully aligned with the Group’s internationalization strategy, aimed at strengthening its presence in the most dynamic markets and positioning BolognaFiere as a global platform for Made in Italy.”
“With Wines Experience, we aim to provide Italian companies with a stable and competitive international platform,” said Maurizio Muzzetta, President of Fiere Italiane SEA and founder of United Experience.
“We have selected three strategic regions and developed a format that enhances the quality of Italian products through a contemporary language, innovative exhibition design, and tools that facilitate effective business connections. Our goal is to support producers and operators in their growth journey, creating new opportunities and relationships in dynamic environments.”
Wines Experience positions itself as a new benchmark for the sector: a professional platform that combines promotion, visibility, and business relationships, offering companies a solid, long-term international pathway. The three 2026 events mark the consolidation of a forward-looking project built on a shared vision, supporting the global competitiveness and cultural diffusion of Italian food and wine.