A more selective market, but a far more business-oriented one
If 2025 was the year of caution, 2026 is proving to be the year of action. The leading international wine exhibitions — Wine Paris, ProWein, Vinitaly, Chengdu Wine Fair and Vinexpo Asia — all highlighted a common trend: less browsing, more buying.
According to our Observatory, the number of qualified meetings between producers and buyers increased by 4% compared to 2025, while the conversion rate from first meeting to active negotiation reached 20%, reflecting stronger purchasing intent and clearer distribution strategies.
Wine Paris and ProWein: efficiency, positioning and profitability
In Paris and Düsseldorf, buyers delivered a very clear message. Interest has shifted away from excessively broad portfolios towards wines with a clearly defined positioning, consistent supply and sustainable margins.
According our EFI Observatory data, 36% of European and North American buyers identified continuity of supply, strong territorial identity and commercial viability as their key purchasing criteria.
The premiumization trend also continues to accelerate, with demand for premium and super-premium wines increasing by 7% compared to previous editions.
Vinitaly: Italy continues to play in a league of its own
Vinitaly once again confirmed the extraordinary strength of Italian wine. International buyers showed increasing interest not only in established appellations but also in emerging regions and lesser-known indigenous grape varieties.
According to our Observatory, enquiries for emerging denominations increased by 12%, while the strongest-performing categories were sparkling wines (+9%), fresh white wines (+6%) and premium red wines linked to specific territories (+5%).
One topic consistently emerged throughout buyer meetings: differentiation. Today’s market is seeking wines capable of telling authentic stories and standing out in an increasingly competitive environment.
Chengdu: China is looking at Italian wine again
The Chengdu exhibition painted a noticeably different picture from recent years. The Chinese market remains selective, but confidence is gradually returning.
Buyers demonstrated growing interest in wines with clear positioning, recognizable packaging and brands capable of conveying reliability and quality. According to our Observatory insights, demand for accessible premium wines increased by 8%, while sparkling wine enquiries rose by 3%.
China may not be returning to previous consumption patterns, but it is building a new, more mature and quality-focused wine culture.
Vinexpo Asia Hong Kong: confidence returns across Asia
Among all the major exhibitions of 2026, Vinexpo Asia Hong Kong arguably provided the strongest indication of Asia’s renewed confidence in wine.
Hong Kong remains one of the region’s most influential trading hubs, and the strong presence of buyers from China, Singapore, Thailand, Vietnam, South Korea, Malaysia and Japan highlighted a clear willingness to invest once again.
According to our EFI Observatory, 13% of professionals interviewed expect their wine business to grow over the next twelve months, while 6% plan to expand their Italian wine portfolios.
Sparkling wines, premium white wines and iconic Italian labels with strong international recognition emerged as the most sought-after categories.
One clear message for the future
The 2026 exhibition season delivered an unmistakable message: buyers are no longer simply looking for wines; they are looking for brands.
They seek reliable partners, long-term projects, strong identities and products capable of creating value.
In an increasingly complex global market, Italian wine continues to stand out thanks to its diversity, authenticity and ability to respond to evolving international demand.