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United Experiences debuts lounge-style wine fair in London

27 May 2026 By Miona Madsen

On 26-27 April, United Experiences hosted the inaugural Wines Experience in ExCeL, London, bringing together more than 200 Italian producers and 1,250 trade professionals to a lounge-style show.

Brave, inclusive, refreshing, elegant, intimate, relaxed and “extremely needed for wine right now”. These are just some of the words buyers and industry leaders used to describe the Real Italian Wine & Food Experience, also known as Wines Experience London. While many visitors and exhibitors might struggle to find their footing at traditional trade fairs, the new living room-style concept by United Experience – a joint venture between Fiere Italiane SEA and the BolognaFiere Group – is designed to bring humanity back to fairs and offer an opportunity to make genuine connections.

“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.”

Wines Experience’s inaugural event in London offered an alternative to packed halls at on-trade events. The new format helps producers, buyers, importers, distributors, and hospitality professionals connect more closely and offers a fresh look at how trade events typically work, with more focused, intentional, and commercially relevant interactions.

According to Maurizio Muzzetta, founder of United Experience, the company’s focus has been to “bring the relationship-building process into a format that feels intuitive and effective for the trade.”

From the moment of arrival, visitors were greeted by soft lighting, curated sound, producer lounges, and a more considered layout that moved away from congested, walk-through formats. This new format is designed to create a setting that supports more focused tastings and in-depth discussions while maintaining a steady flow of activity.

Riccardo del Noce, general manager of Clarette and wine brand ambassador for various producers, commented on the setup: “Where you can find yourself in a more relaxed and direct involvement with the producers of the wines, you can really get deeper in the understanding of all the wines that are offered from all the regions of Italy here at ExCel London.”

The exhibition prominently featured major industry groups and collective displays within designated areas, including six regional delegations from Sardinia, Sicily, Campania, Emilia-Romagna, Calabria, and Umbria. The layout allowed trade personnel to immerse themselves more deeply in the specific regions and connect with producers while also helping them understand each region’s character and overall offerings.

The Italian Trade Agency – ITA London, Consorzio Italia del Vino, and importer Maisons Marques & Domaines (MMD) each had dedicated spaces alongside Slow Wine Fair and Sana Food, highlighting the strong connection between Italian wine and food, regional and cultural identity, and contemporary production practices.

For many attendees, the integration of wine, gastronomy and culture became one of the event’s defining characteristics.

“I think [United Experience] brought the elements of what makes Italy so exciting,” said Brett Fleming, managing director of Armit Wines. “It’s not just about wine, but the produce of Italy and the two combined.”

The inaugural event 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.

Initiatives made to make an impact

The format was enhanced with tools to improve evaluation and decision-making. Notable initiatives included its Blind Tasting Experience, which focused on tasting wines without labels; this event recorded over 700 tastings over two days. Results were documented in real time through a live data system that transformed individual feedback into collective market insights.

A smart matchmaking app was used to provide personalised producer recommendations based on participants’ preferences. This feature improved the event’s flow by facilitating pre-scheduled meetings and guiding interactions more effectively throughout the venue. Finally, interactive touchscreen maps with suggested experiences based on categories such as “Sustainability by the Glass” and “Structured and Savoury” offered further support in helping visitors navigate the event with intention.

The programme brought together influential voices from the wine industry, combining market insights, education, and commercial relevance. Initiatives like ‘Market Pulse: The UK Wine Market’ provided quick data and insights from leading buyers, Masters of Wine, and journalists.

With a greater emphasis on Italian wine regions, dedicated masterclasses spotlighted producers from key Italian territories, including Sicily. The island brings together the culture of food, wine and spirits, brought to life at the fair through mixology, an Aperitivo Cocktail & Food pairing class, a regional lounge area, and a dedicated ‘Sicily on a Plate’ experience.

The future, in conversation

A key aspect of the programme was Dialogue in Motion, a rotating discussion-and-tasting format that transformed traditional panels into smaller, participatory exchanges. One session, “NextGen Sparkling: Can Sparkling be the Spark?”, used Italian sparkling wine as a lens through which to explore the evolving identity of Italy’s next generation of producers.

Throughout the discussion, sparkling wine emerged not simply as a category experiencing strong global momentum, but as a reflection of broader shifts across wine: toward freshness, versatility and stronger regional storytelling.

Alessandro Medici of Medici Ermete, one of the most historic wineries in the Lambrusco region, spoke about the growing opportunity for categories like Lambrusco to evolve beyond outdated perceptions, while remaining deeply connected to hospitality, culture and everyday enjoyment. He also emphasised the importance of connecting directly with top buyers during the discussion.

“Lambrusco can be an extremely contemporary category, he said. “The new generations are searching for wines that are very refreshing, that are affordable, and that are low in alcohol…and today we had the opportunity and possibility to explain this message to a very well-selected buyer group.”

The conversation also explored how Italy’s more established sparkling regions continue to refine their international identity. Gualberto Ricci Curbastro, President of the Young Producers of Franciacorta and Vice President of the Franciacorta Consorzio, brought perspective on balancing heritage, technical precision and global positioning within one of Italy’s most recognised premium sparkling categories.

At the vineyard level, the discussion shifted toward the future of agriculture. Martina Dal Grande, a Valdobbiadene grower and an active member of CEJA (European Council of Young Farmers), spoke candidly about the urgency of generational renewal in Italian farming.

“Just 8% of Italian farmers are under the age of 40, while the average farmer is between 60 and 63 years old,” she explained. “These are numbers that worry both farmers and the industry.”

Through her work with CEJA, Dal Grande advocates for regenerative agriculture while helping younger farmers access the entrepreneurial and operational training needed to enter the industry earlier and build sustainable careers.

The session also highlighted Sicily’s growing momentum from the perspective of Anastasia Moroaica of the third-generation winery Brugnano, exploring how the island bridges both Charmat and traditional-method production while offering diverse interpretations of terroir, climate, and identity.

Another Dialogue in Motion session, hosted by Women in Wine & Spirits, brought together leaders from Italy and the UK to explore the forces shaping the UK wine market. The collective also orchestrated curated networking moments, including a closing reception alongside Roberta Corrà, the managing director of Gruppo Italiano Vini (GIV).

Sardinia in focus

Among the fair’s immersive regional experiences was Sardinia, a territory still relatively underrepresented in the UK market, yet one that left a strong impression through its combination of wine, gastronomy and cultural identity.

Presented through a dedicated regional area of thirty producers and the masterclass “Sardinia: Island of Character. Sea, Salt, The New Freshness,” the experience explored how the rhythms of coastal life, food traditions and the surrounding Mediterranean landscape shape the island’s wines.

Led by master sommelier Matteo Montone, alongside chef Elio Bartolotta of Elio Pizza on Fire, the guided tasting and pairing experience was another example of how Wines Experience seamlessly integrated wine and food to express regional identity in a more emotional and memorable way.

Emphasising Sardinia as a Mediterranean island significantly influenced by the sea, strong winds, and coastal factors, the masterclass featured its approximately 26,000 hectares of vineyards. Attendees tasted wines from several key DOC and DOCG appellations, highlighting both native grape varieties and the distinctive environmental conditions of each region, including Nuragus di Cagliari DOC, Vernaccia di Oristano DOC, Vermentino di Gallura DOCG, Terralba DOC, Cannonau DOC, and Mandrolisai DOC.

Alongside the wines, the session offered curated food pairings with Sardinian cheeses and bottarga, showcasing how texture, intensity and umami interact to create compelling wine moments.

Expanding the horizon

Wines Experience is designed as both an event and an ongoing platform, offering year-round opportunities to foster relationships among buyers, producers, and partners.

Following its debut in London, Wines Experience will continue its 2026 schedule with events in Ho Chi Minh City, Vietnam, on 25-26 June and in Mexico City, Mexico, on 5-6 November.

The new lounge-style format aims to expand beyond Italy, with plans to welcome international producers starting in 2027, while continuing to prioritise quality, relevance, and connection.