New wine fair in Milan. WinePrime debuts in 2027

An event that was created to strengthen the dialogue between wine producers from international terroirs of excellence and the protagonists of specialised distribution, in particular by involving Ho.Re.Ca. operators, qualified retail channels, sommeliers, opinion leaders and buyers from the main consumer markets, with an approach designed to encourage cross-border meetings and business opportunities.

Next year (on 17 and 18 January 2027), the new WinePrime - Exhibition & Experience, an exhibition format with a strong international vocation dedicated to the high-end wine sector, born from the partnership between Fiera Milano and Excellence SIDI (Società Italiana Distributori e Importeratori - Italian Distributors and Importers Company), will make its debut in the MiCo congress centre in Milan.

WinePrime focuses on rare wines and author's selections from the main terroirs, with an itinerary that broadens the perspective towards a global vision of the international top-of-the-range segment and in strong connection with the Ho.Re.Ca. sector that Fiera Mlano has been presiding over for years. The itinerary includes immersive areas that accompany the public inside the identity of the international terroirs and top-of-the-range productions. A journey into the oenological culture of different parts of the world, in which the territory is the protagonist and each area tells its own wine excellence.

There will also be opportunities for discussion and in-depth analysis of market trends, exclusive tastings, masterclasses, and one-to-one meetings. The format thus interweaves business, wine culture and lifestyle, fostering a virtuous dialogue between the various protagonists of the B2B market and the evolved consumer.

The project, explain the organisers, is therefore "an international hub of reference for premium wine production, with an exhibition selection that brings together wineries and maison operating in the high-end segment of international origin".