Gambero Rosso joins Wines Experience & Fine Food as a partner

A new partnership is joining the Wines Experience & Fine Food project: Gambero Rosso, one of the most recognised Italian names in wine, food, hospitality, education and international promotion, is becoming a partner of the event.

The timing is particularly relevant. BolognaFiere has been strengthening its presence in the food and wine sector through an international network of events and projects, while Gambero Rosso has built its reputation around editorial work, training, promotion and support for Italian food and wine companies. The new collaboration brings these two areas of experience closer at a moment when international markets are becoming increasingly important for Italian producers.

This is especially true for Mexico.

The country is already one of the European Union’s most important trading partners in Latin America, and the new EU–Mexico framework is expected to create better conditions for agri-food trade through further tariff liberalisation, simpler administrative procedures and stronger protection for European Geographical Indications. In 2025, EU food and drink exports to Mexico were worth around €2.5 billion, including €211 million in wine and wine-based products. The agreement also includes specific provisions for wines and spirits, with greater cooperation and recognition of oenological practices, while hundreds of European food and drink Geographical Indications will receive stronger protection in the Mexican market. 

These changes are important mainly because they arrive at the same time as Italian food and wine companies are looking for new markets, stronger distribution networks and more direct access to buyers. Mexico offers that possibility, but entering the market still requires local relationships, visibility and a good understanding of how importers, distributors, hospitality groups and retailers operate.

The partnership with Gambero Rosso gives the event an even stronger connection with the Italian food and wine industry and with the companies, professionals and stories that represent it internationally. It also reinforces the direction the project has been taking since its launch: creating a platform where trade, communication, education and market access work together.

For Italian wine and food companies, the next few years will likely be shaped by how quickly they can build relationships in markets where conditions are changing. Mexico is one of those markets, and the combination of a new trade framework, growing institutional attention and stronger industry partnerships creates a particularly useful moment to start working there.