Wines Experience London Draws 1,500 Buyers

Wines Experience London, a new trade fair focused on Italian wine and food, closed its first edition in London after drawing 1,500 selected buyers to ExCeL London, according to the organizers. The event, held over the weekend and ending Monday, was designed to change how producers and buyers meet in international markets by emphasizing prearranged business appointments, buyer profiling and seated tastings rather than the traditional exhibition stand model.

The fair was organized by United Experience, a joint venture between Fiere Italiane SEA and BolognaFiere Group. Organizers said the turnout showed strong interest from the British trade in a B2B format built around targeted meetings and more efficient use of time. Exhibitors said the setup helped them connect with buyers who were better matched to their products and market position.

At the center of the event were producers’ lounges, where companies hosted tastings and conversations in a setting meant to encourage longer discussions and more direct commercial exchanges. Antonio Bruzzone, chief executive of BolognaFiere Group, said creating a fair dedicated to Italian wine in London was a major challenge because of the city’s competitive market, but he described the first edition as an encouraging sign that the industry values a more focused approach.

Maurizio Muzzetta, founder of United Experience and president of Fiere Italiane, said the format was built to bring producers and buyers together in a calmer setting where they could taste wines and discuss business without the pressure of a crowded stand. He said that kind of exchange could lead to stronger relationships and more concrete sales opportunities.

The Italian Trade Agency also took part with a collective presence of more than 20 companies, adding institutional support to the event. The program included tastings, masterclasses and networking sessions with figures from the international wine trade. Among those taking part were Sarah Abbott and Justin Knock, both Masters of Wine, along with sommeliers Vincenzo Arnese and Matteo Montone and wine communicator Filippo Bartolotta.

The organizers said they see Wines Experience as a format that responds to current trade needs by making meetings more targeted and by turning tastings into business-building sessions. After London, the 2026 calendar is set to continue in Ho Chi Minh City on June 25 and 26 and in Mexico City on Nov. 5 and 6.