London Hosts New Italian Wine Fair

Wines Experience London will open on April 26 and 27 at ExCeL London, bringing more than 200 Italian wine and food producers to the British capital for the first international stop of a new platform aimed at promoting high-quality Italian products abroad.

The event is being organized by United Experience, a partnership between Fiere Italiane SEA and BolognaFiere, and is presented as an updated version of the Real Italian Wine & Food Experience. The new format is designed to emphasize business opportunities, premium positioning and networking with importers, buyers and hospitality professionals.

London was chosen because it remains one of the most important and competitive markets for Italian wine, while also serving as a major center for international trade in food and beverage. Organizers said the fair will offer a broad view of Italian wine and food production, with selected exhibitors representing different regions and categories.

The opening day will include a ribbon-cutting ceremony in the morning, with Francesco Lollobrigida expected to attend. On April 27 from 10 a.m. to 11 a.m., the fair will host the Wines Experience Market Shapers Awards, a ceremony meant to recognize people and companies that have helped strengthen the position of Italian wine in the British market. Valeria Robecco is expected to take part, along with representatives from institutions and partners including the Italian Trade Agency.

Organizers said they are available to arrange interviews and meetings during the event for members of the press and industry participants.