HCMC – HCMC will host Vietnam’s first exhibition dedicated exclusively to premium beverages and food on June 25-26 at The ADORA Center, bringing together international producers and regional buyers.
Premium Beverage Experience Vietnam 2026 will combine product experiences with international trade networking, according to the organizers.
The exhibition is expected to attract dozens of exhibitors representing more than 75 premium beverage and food producers from various regions of Italy. Attendees will include importers, distributors, retailers, hospitality businesses, industry experts, and executives from Vietnam and across Southeast Asia.
A major presence at the event will come from Italy, with 34 participating organizations. The Italian Trade Agency (ITA) is supporting 16 companies from well-known production regions such as Abruzzo, Friuli Venezia Giulia, Puglia, Sicily, Tuscany, and Veneto.
According to Ilaria Piccinni, director of the Italian Trade Agency in HCMC, Italy exported more than 15.2 million euros worth of wine to Vietnam in 2025, up 15.7% from the previous year. Italy is now Vietnam’s second-largest wine supplier within the European Union by value, accounting for about 23% of the country’s total wine imports.
The agency is also facilitating the participation of buyers and importers from Taiwan, Singapore, Malaysia, and Thailand to expand trade opportunities.
Speaking at the event launch on June 9, Alessandra Tognonato, Italy’s consul general in HCMC, described Vietnam as an increasingly important market for Italian wine, citing economic growth, the expansion of the hospitality sector, and rising demand for premium products.
She noted that wine is a strategic industry for Italy and part of the country’s cultural heritage. Italy has more than 500 indigenous grape varieties, while small and medium-sized enterprises account for around 95% of wine producers and generate nearly half of the sector’s revenue.
Maurizio Muzzetta, chairman of United Experience, said the exhibition aims to create long-term partnerships among producers, importers, distributors, and businesses in the industry, rather than serve solely as a product showcase.
The two-day program will feature guided tastings, business matching sessions, masterclasses on Italian premium beverages, and industry discussions based on NielsenIQ market data, alongside cultural and culinary activities.
The Italian Taste Experience area will host demonstrations of pizza and fresh pasta preparation, tastings of Prosciutto di Parma and imported cheeses, and live mozzarella-making performances.
Market Shapers awards will be presented on the exhibition’s second day to recognize businesses and organizations contributing to the development of the Italian premium beverage sector in Vietnam and the region.
