Fine wines, in January 2027 event in Milan, signed by top distributors (WineNews rumors)

The edition No. 9 of “Champagne Experience”, the flagship event of Excellence SiDi (the association bringing together Italy 21 leading wine and spirits distributors), held on October 4th -5th at BolognaFiere, has practically just concluded, and attention is already turning to the 2027 edition (again in Bologna), which will celebrate the milestone of its ten editions. At the same time, thoughts are also focused on the future and on a potential event in Milan, Italy economic capital and a city that sets trends and fashions across the country, including in the world of wine.
Much anticipation surrounded the “WinePrime - Exhibition & Experience” project, announced in recent months by Excellence SiDi (together with Fiera Milano, ed) and whose WinePrime trademark is now legally co-owned by Excellence and Fiera Milano, as explained to WineNews by the newly elected president of the association and head of Philarmonica, Guido Folonari.
However, the first edition of the project, conceived as an event which “brings together business, wine culture and lifestyle, fostering a virtuous dialogue between the various players in the business-to-business market and the sophisticated consumer”, is currently not scheduled for 2027. According to rumors gathered by WineNews among the sparkling wine glasses of Bologna, the debut of the Milan event will be the subject of further discussions among the leaders of all 21 Excellence SiDi distributors.
Some of them, however, namely five or six of the group largest distributors according to further industry speculation collected by WineNews, are preparing an event in Milan for late January 2027, conceived as a sort of “edition zero” dedicated to fine wines. More details will be revealed at a later stage. The event is expected to act as an “experience multiplier”, with the organizing distributors pooling and sharing their portfolios of prestigious wines. Because also consumption of fine and premium wines, particularly those destined for the on-trade sector, needs support today more than ever.