Just a few days have passed since the close of a Vinitaly 2026 that saw the Umbria Quality Wine District take center stage for the first time in initiatives dedicated to the wines of Umbria—from the preview evening to activities at the Umbria Pavilion, featuring a highly appreciated regional wine shop and a talk that involved several other Italian wine districts.
The team is now ready to depart for another major international event: the Real Italian Wine & Food Experience, scheduled for April 26–27 at the ExCeL Exhibition Centre, one of the largest and most important exhibition venues in Europe. The event, which continues the Real Italian Wine & Food format active for over 15 years, confirms its role as one of the most strategic trade platforms for promoting Italian wine and food in international markets.
The London edition takes place in a highly relevant international context, with over 250 agri-food producers participating and more than 1,500 professional operators expected, including buyers, importers, distributors, agents, restaurateurs, and sommeliers. Thanks to a digital matchmaking system, the platform enables the scheduling of numerous B2B meetings, fostering targeted and highly profiled commercial connections. The 2025 edition saw over 230 exhibitors arrive from overseas to meet more than 1,650 buyers from across North America—United States, Canada, and Mexico—as well as from Latin American countries such as Brazil.
Representing Umbria will be the wineries Chiorri, Azienda Agricola Mevante, Castello di Montegiove, Terre de la Custodia, and Guerrini—companies that embody the regional sector and the coordinated efforts of the production system led by Umbria Top Wines.
This participation is part of a broader shared promotional strategy involving collaboration between the Distretto del Vino Umbro di Qualità and the Camera di Commercio dell’Umbria, with the goal of strengthening the region’s presence in international markets and enhancing not only wine but also other regional agri-food excellences.
Alongside the wineries, producers of extra virgin olive oil, a craft brewery, and chocolate makers will also be present, showcasing an integrated offering of Made in Umbria.
“The British market shows growing curiosity and a strong inclination to deepen its knowledge of Umbrian wines,” says Gioia Bacoccoli, coordinator of the District. “After years in which collective promotional activities had come to a halt, today—thanks to District funding and collaboration with the Umbria Chamber of Commerce—we can once again establish a presence in a strategic market. The goal is to reactivate existing business relationships and consolidate new opportunities for our companies, in a country that continues to demonstrate great interest in Umbria and its products.”
Ahead of the two exhibition days, a Blind Tasting will take place on April 25 from 4:00 pm to 7:00 pm. Designed as an opening and networking moment, the event will give visitors the opportunity to taste the wines blind and provide structured feedback, which will later be collected and shared with exhibitors—an informal yet highly qualified occasion for direct exchange between producers, buyers, and industry professionals.
The Real Italian Wine & Food Experience thus confirms itself as a strategic platform for the international promotion of Italian wine, capable of combining exhibition, business relations, and digital innovation, while strengthening Umbria’s role within the world’s leading food and wine markets.