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Despite declining wine sales and noticeable market saturation, the number of wine fairs in Europe continues to grow. With 'WinePrime – Exhibition & Experience', Milan is now also announcing a new fair exclusively for premium wine, intensifying competition in the already crowded international fair calendar.
The event is a partnership between the Milan fair and Excellence Sidi, the association of Italian wholesalers and importers. The premiere is scheduled for January 17 and 18, 2027, at the 'Allianz MiCo' congress center.
The fair aims to bring together producers, wholesalers, and wine enthusiasts, with traders taking on the central intermediary role. According to the organizers, the goal is to provide a sales platform for international top wines and especially to reach new customers from gastronomy and hospitality. According to the responsible parties, the format is also aimed at a younger, interested audience seeking direct exchange with producers.
With the early scheduling in January, 'WinePrime' strategically positions itself in the international fair calendar and competes with established events such as Wine Paris, ProWein, and Vinitaly. This simultaneously intensifies the competition between Italian fair locations such as Milan, Verona, and Bologna for the leading role in the Italian wine industry.
(ru – Image: Allianz MiCo)
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