Beyond the Glass
How WE Vietnam Is Redefining the Business of Wine in Southeast Asia

More than 550 wine professionals from six countries gathered in Ho Chi Minh City for the inaugural WE Vietnam 2026, where meaningful conversations replaced crowded exhibition halls. Bringing together over 80 Italian producers, the event demonstrated that trust, education and authentic relationships remain the true foundations of Southeast Asia's evolving premium wine industry.

In the world of fine wine, the most valuable discoveries rarely happen in the tasting glass alone. They emerge through conversation, shared knowledge and relationships cultivated over time. It is this philosophy that defined the inaugural WE Vietnam 2026, offering a refreshing perspective on how international wine events can foster genuine commercial opportunities while strengthening an entire industry.

Held on 25–26 June in Ho Chi Minh City, the event welcomed more than 550 qualified trade professionals from Vietnam, Singapore, Thailand, Malaysia, Indonesia and Taiwan, alongside over 80 Italian wineries. Organised by United Experience, in collaboration with Vinexad, and supported by the Italian Trade Agency (ITA), the Consulate General of Italy in Ho Chi Minh City, the Vietnam Sommelier Association, NielsenIQ, and Official Media Partner Oriental Media, the inaugural Southeast Asian edition of the Wines Experience series positioned Ho Chi Minh City as a growing hub for the region's premium beverage industry.

Rather than measuring success by attendance alone, organisers introduced the concept of Average Meaningful Interaction Time (AMIT), a philosophy that values the quality of conversations over the quantity of meetings. The exhibition replaced traditional booth layouts with elegant lounge-style meeting spaces, encouraging producers and buyers to spend time understanding each other's markets, cultures and long-term ambitions.

As Maurizio Muzzetta, President of United Experience, explained, trust is the foundation of every successful business relationship. Meaningful conversations create opportunities that extend far beyond a single exhibition, laying the groundwork for long-term partnerships between producers, distributors and hospitality professionals.

The event also reaffirmed Ho Chi Minh City's growing importance within Southeast Asia's wine landscape. Representatives from luxury hospitality brands including Amanoi, JW Marriott, Hilton, InterContinental and Centara Mirage joined acclaimed restaurants, independent operators and specialist retailers such as Red Apron Fine Wines & Spirits, WineCellar.VN, Vinoteka, Warehouse, Ideal Wine and Wine Embassy-Vier. Their presence reflected Vietnam's increasingly sophisticated wine culture and the country's expanding influence within the regional hospitality sector.

Education remained another defining pillar of WE Vietnam 2026. Developed in partnership with NielsenIQ and the Vietnam Sommelier Association, the programme combined market intelligence, expert discussions and immersive tastings exploring consumer trends, regional opportunities and the remarkable diversity of Italian wines.

Highlights included NextGen Palates & Perspectives, celebrating a new generation of women leaders from across Southeast Asia whose work in hospitality, retail, education and sommelier associations continues to shape the future of the industry. Interactive tasting experiences such as Dialogue in Motion: Beyond the Spritz and Heritage to Horizon further introduced participants to Italy's celebrated appellations, emerging wine regions and indigenous grape varieties.

Alongside more than 80 participating wineries, organisations including Consorzio Italia del Vino, Enoteca Regionale Emilia-Romagna and the Italian Trade Agency showcased the richness of Italy's regional identities and centuries-old winemaking traditions. The inaugural Market Shapers Awards also recognised organisations whose long-term commitment to education, distribution, retail and hospitality has significantly strengthened the appreciation of Italian wines across Southeast Asia.

As Official Media Partner, Oriental Media, through its flagship publication Epicure Vietnam, documented the conversations, discoveries and collaborations that defined the inaugural edition. Together, they continue to champion culinary excellence while connecting Vietnam's hospitality professionals, sommeliers and discerning consumers with leading international producers and brands.

As the second international destination of the Wines Experience series, WE Vietnam demonstrated that Southeast Asia is no longer simply an emerging market. It has become a vibrant crossroads where producers, distributors and hospitality professionals exchange knowledge, inspire innovation and cultivate enduring relationships. In an industry defined by craftsmanship, heritage and provenance, the most valuable investment may not be found in the bottle itself, but in the conversations that continue to shape the future of wine across the region.