A new trade format reshapes how buyers and producers connect: WINES EXPERIENCE
London, 30 April 2026
Wines Experience London concluded its inaugural edition at ExCeL London on 26–27 April, bringing together 200 Italian wine and food exhibitors and a targeted audience of buyers, importers, distributors, hospitality professionals and media.
Organised by United Experience, a joint venture between Fiere Italiane SEA and the BolognaFiere Group, Real Italian Wine & Food Experience (Wines Experience London) was developed in response to a clear shift in how the trade engages today, with more focused, intentional and commercially relevant interactions.
From the moment of arrival, the environment established a distinct tone. Soft lighting, curated sound, producer lounges and a more considered layout moved away from congested, walk-through formats typical of large-scale trade fairs, creating a setting that supported more focused tastings and in-depth discussion, while maintaining a steady flow of activity.
“A fair works best when it creates the conditions for meaningful relationships,” said Maurizio Muzzetta, Founder of United Experience. “Our focus has been to bring that process into a format that feels intuitive and effective for the trade.”
Across the two days, participants moved between meetings and programme touchpoints, with introductions developing into more detailed commercial discussion and sustained engagement throughout the day.
A smart matchmaking app offering tailored producer recommendations based on participant preferences supported this flow, allowing for pre-scheduled meetings and helping guide interactions more effectively across the floor.
The exhibition also brought together key industry groups and collective representations, including six regional delegations (Sardinia, Sicily, Campania, Emilia Romagna, Calabria, Umbria), the Italian Trade Agency – ITA London, Consorzio Italia del Vino and importer Maisons Marques & Domaines (MMD), alongside Slow Wine Fair and Sana Food, reinforcing the connection between wine, food and contemporary production practices.
Additionally, food exhibitors enforced the regional and cultural identity of Italy.
The format was further enhanced by tools designed to support evaluation and decision-making, including the Blind Tasting Experience, which recorded over 700 tastings. Participants evaluated wines without labels, contributing to a live data system that translated individual feedback into collective market insights.
The event also introduced a dedicated childcare/crèche service by Nipperbout on the 26th, supporting greater accessibility for participants with families and reflecting a broader intention to encourage more inclusive practices across the trade fair landscape.
“A lot of our work has been about removing friction and making participation intuitive,” said Silvia Raffa, Managing Director of Wines Experience London. “When the environment supports that, the quality of interaction changes and conversations become more open, more focused and more valuable.”
A key feature of the programme was Dialogue in Motion, a rotating discussion and tasting format that evolved traditional panels into smaller, participatory exchanges.
The programme brought together leading voices across the wine trade, combining market insight, education and commercial relevance, including (but not limited to):
Decanter World Wine Awards Masterclass, focused on Northern Italy’s white wines that received 95+ points at the DWWA awards
Market Pulse: The UK Wine Market, featuring quick data and insights from leading buyers, MWs and journalists
NextGen Sparkling (Dialogue in Motion), exploring how a new generation is reshaping Italian sparkling production and market strategy
Slow Wine Fair sessions, centred on sustainability, agriculture and food culture
Regional masterclasses, including Sardinia, Calabria and key Italian territories
Food & Wine Experiences, connecting wines to real-world hospitality and retail contexts
Restaurant pop-ups: Elio Pizza on Fire and Macellaio RC
Curated networking moments, including a closing reception hosted by Women in Wine & Spirits and Roberta Corrà - GIV
Market Shapers Awards, recognising leading players across the wine trade
Market Focus | What’s driving the UK Market Today & How do we Shape what Comes Next? (Dialogue in Motion), hosted by Women in Wine & Spirits
Wines Experience is conceived as both an event and an ongoing platform, with continued engagement planned throughout the year to support relationships between buyers, producers and partners.
Following its London debut, Wines Experience will continue its 2026 calendar with editions in Ho Chi Minh City (June 25-26) and Mexico City (November 5-6).
Looking ahead, the format is designed to expand beyond Italy, opening to international producers from 2027, while maintaining its core focus on quality, relevance and connection.
“As international markets continue to evolve, the need for more agile trade platforms becomes increasingly critical,” said Antonio Bruzzone, CEO of BolognaFiere Group. “This project reflects our commitment to developing formats that respond to how the trade engages today.”
The initiative was delivered with the support of the Italian Chamber of Commerce and Industry for the UK and the Italian Trade Agency - ITA London, under the patronage of the Italian Embassy in London.