The first edition of Wines Experience, a new trade format dedicated to Italian wine and food, has come to a close at Excel London.

Created to rethink how producers and buyers connect in international markets, the event was organised by United Experience – a joint venture between Fiere Italiane SEA and BolognaFiere Group – and welcomed 1,500 highly selected buyers.

Exhibitors highlighted the effectiveness of an innovative format designed to facilitate contact with qualified interlocutors and clients aligned with their positioning. At the heart of the event were producers’ lounges, created to move beyond the traditional stand format and encourage seated tastings and business oriented discussions.

A significant contribution to the event’s success also came from ITA – Italian Trade Agency, which took part with a collective presence of more than 20 companies, reinforcing the institutional value of the initiative.

The programme featured tastings, in depth sessions and networking opportunities involving leading figures from the international wine scene. Among the key speakers in the masterclasses were Masters of Wine Sarah Abbott and Justin Knock, sommeliers Vincenzo Arnese and Matteo Montone, and Filippo Bartolotta, who contributed to discussions on key topics shaping the wine market.

“Creating a fair dedicated to Italian wine in London was a major challenge, in a market that is both extremely competitive and highly stimulating,” says CEO of BolognaFiere Group Antonio Bruzzone. “This first edition sends an encouraging signal. The market recognises the value of a more targeted format, one that places the quality of meetings and accurate buyer profiling at its core. Wines Experience London represents an important first step towards a more structured path, with the aim of supporting Italian companies in an increasingly effective dialogue with international markets.”

“London has shown that it appreciates a new way of organising a trade fair, one that is more focused on the direct relationship between producer and buyer,” adds Founder of United Experience and President of Fiere Italiane Maurizio Muzzetta. “Innovation in the world of wine has arrived, and it starts right here in London. Wines Experience is a true trade fair, but built differently, where producers and buyers can sit down, taste together and talk calmly over a glass of wine. It is from this quality of exchange that stronger relationships and more concrete business opportunities are created.”

Wines Experience will continue with international editions in Ho Chi Minh City on 25-26 June 2026 and Mexico City on 5-6 November 2026.