NEWS
BOLOGNAFIERE DEBUTS WINES EXPERIENCE IN HO CHI MINH CITY
By Staff Reporter
13-7-2026
Source: Wines Experience
The first edition of Wines Experience Vietnam has concluded in Ho Chi Minh City, solidifying the metropolis as a core Southeast Asian trade gateway for Italian wines amid surging regional import demand.
Hosted at The Adora Center over two days in late June, the industry-focused B2B summit gathered 80 Italian wine producers and more than 550 qualified trade buyers across the region, marking a pivotal step for Italy’s premium wine expansion in Vietnam’s fast-growing beverage market.
Organised by BolognaFiere Group joint venture United Experience and endorsed by the Italian Trade Agency and local Vietnamese wine industry bodies, the event adopted a targeted business model centred on one-on-one trade negotiations, professional tasting masterclasses and market trend seminars, replacing traditional large-scale exhibition format.
Exhibitors represented Italy’s major wine-producing regions, showcasing a full portfolio of products ranging from entry-level table wines and Prosecco sparkling wines to high-tier aged DOCG red wines.
Sixteen Italian wineries participated in an official national pavilion, catering to importers, hotel and F&B operators, and specialty retailers from Vietnam, Singapore, Thailand, Indonesia and other Southeast Asian nations.
Industry data confirms Vietnam as Southeast Asia’s fastest-growing European wine import market, with Italian wine sales volume posting steady double-digit annual growth over the past three years, outperforming rival European wine producing countries.
The expansion is fuelled by a growing urban middle class, a rebounding tourism sector and rising demand for premium imported alcoholic beverages across Vietnam’s upscale hospitality and fine dining scene.
Beyond business matchmaking, the inaugural event launched the Market Shapers Awards, honouring local industry practitioners who promote Italian wine culture in Southeast Asia.
Professional sessions also covered regional import compliance rules and localised food-and-wine pairing strategies tailored for Vietnamese consumers.
The summit delivered tangible commercial results, with multiple Italian wineries signing long-term distribution agreements with Vietnamese importers, while regional buyers secured exclusive supply deals for retail and restaurant channels.
Organisers confirmed positive prospects for the annual event, noting Vietnam has evolved from a marginal market to a strategic regional hub for Italian wine exports.
With domestic premium wine consumption set for sustained growth into 2027, Wines Experience Vietnam is poised to become a key annual fixture for cross-border wine trade in Southeast Asia.
(the writer can be contacted at: info@thewinechronicle.com)
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