The professional meeting will enhance the connection between wineries, distributors, sommeliers, and hospitality professionals through a specific program of activities
The HORECA channel will be one of the main axes of WINEMAD - INTERNATIONAL WINE FAIR 2027, which will be held on March 15, 16, and 17, 2027 at IFEMA Madrid. The fair will strengthen the connection between wineries and professionals in the restaurant, hospitality, and distribution sectors, with the aim of generating new business opportunities and facilitating the arrival of new wines to restaurants, hotels, and other consumption spaces, achieving real alliances and improving their wine lists.
The commitment to HORECA responds to one of the main challenges currently facing the wine sector: connecting with new consumption habits and regaining prominence in the spaces where the consumer discovers and chooses wine.
Restaurants, hotels, bars, sommeliers, distributors, and specialized stores are a strategic channel not only for selling wine but also for recommending it and making it known. A presence on a menu, a recommendation, a tasting, a pairing, or the explanation of a sommelier can be the gateway to discovering a winery, a variety, or a territory.
The calendar of WINEMAD 2027 also responds to this commitment to the HORECA channel. The meeting will begin on Monday, March 15, a configuration that seeks to facilitate the attendance of hospitality and restaurant professionals and encourage their participation in the various activities and business meetings.
Wine, gastronomy, and territory
WINEMAD 2027 aims to strengthen the connection between wine, gastronomy, and territory, offering wineries, designations of origin, institutions, and autonomous communities the possibility to develop specific actions aimed at Horeca professionals.
The programming will include different professional formats, including paired tastings, product presentations, activities linked to native varieties and designations of origin, gastronomic and territorial proposals, promotional campaigns, and actions related to wine tourism.
These activities will be aimed at professional audiences and will be designed together with the participants to respond to the objectives and needs of each proposal.
WINEMAD wants these actions to go beyond tasting and serve to present wines, explain what is behind each project, make territories known, and generate new professional relationships.
An opportunity to show what makes each territory different
The bet on HORECA will also allow visibility to one of the great assets of Spanish wine: its diversity.
Indigenous varieties, denominations of origin, unique projects, new gastronomic proposals, or wine tourism initiatives will be able to find in WINEMAD a space to present themselves to professionals and explain what is behind each wine and each territory.
WINEMAD wants to make Madrid a connection point between the producing regions and national and international professionals in gastronomy and hospitality.
With this bet, WINEMAD 2027 wants to consolidate the HORECA channel as one of the main connection spaces between wine and the consumer, reinforcing the role of gastronomy as a way of discovery, prescription, and promotion of the wines and producing territories.