Wines Experience in London: over 200 Italian wineries ready to unite forces
On April 26–27, 2026, the ExCeL London will host the opening event of the Wines Experience international calendar, a strategic platform for the global wine market.
More than 200 Italian wineries will gather on April 26–27 at ExCeL London, in one of the world’s most sophisticated and strategic markets, for an event that stands out in the UK for both scale and its B2B vision.
Wines Experience is not a traditional trade fair, but a structured platform that brings together the Italian wine system in the British capital.
The event takes place within a mature market that plays a central role in the global wine landscape. The United Kingdom remains the third-largest destination for Italian wine exports, with approximately €857 million in value and accounting for around 10–11% of total sector exports.
Wine is a well-established category in the UK, with 70% of British adults identifying as regular consumers and an increasing focus on premium products, quality, and sustainability.
Within this context, Wines Experience holds clear strategic and economic value. The event, developed by Fiere Italiane SEA in collaboration with BolognaFiere, launches the 2026 international calendar with the goal of presenting the Italian wine sector in a coherent and structured way: a system-driven project that brings together producers, consortia, institutions, media partners, and trade operators under a unified vision.
“London represents a key marketplace for Italian wine and the ideal starting point for Wines Experience,” said Maurizio Muzzetta, Founder of United Experience and President of Fiere Italiane SEA.
“Our goal is to provide companies with a highly professional environment that enhances product quality and generates meaningful connections with leading international players.”
A defining feature of Wines Experience is its strongly business-oriented format. Lounge-style spaces replace traditional booths, encouraging targeted meetings and pre-scheduled agendas. At the core of the platform is a digital matchmaking system that profiles wineries and buyers by market and segment, generating concrete business opportunities.
Complementing the model, the Blind Tasting Area and the Data Hub enable the collection of real-time insights into the preferences of the UK market.
The profile of attending buyers confirms the high level of the event: importers ranging from large groups to fine wine distributors, wine managers, retail representatives, and online operators.
The program includes a “State of the Industry Roundtable” focused on the UK wine market in 2026, alongside a schedule of tastings, masterclasses, and workshops led by Masters of Wine, Master Sommeliers, and WSET diploma holders.
The London edition marks the beginning of an international journey that will continue in 2026 with Ho Chi Minh City, Vietnam (June 25–26) and Mexico City (November 5–6), outlining a strategy of continuous presence in key markets and reinforcing the global role of Italian wine.