We love walking through the vineyard and getting to know it.
“WINEMAD 2027 wants to demonstrate that a wine fair can be much more than just a showcase.” Some fairs are for seeing, tasting, greeting people, and being seen. And there are others that want to be, in addition to all that, things happen.
WINEMAD 2027 It seems determined to place itself in this second group.
The professional wine fair will return to Madrid on the days March 15, 16 and 17, 2027, at IFEMA, with a second edition that aims to especially strengthen business, internationalization and direct contact between wineries and buyers.
What we find particularly interesting about their approach is the idea that the success of a fair should not be measured solely by how many people walk through its aisles.
Because filling pavilions is all well and good. But helping a winery find the right buyer can be much better.
WINEMAD held its first edition in May 2026 and the figures give an idea of its scale: close to 3,300 professionals, 260 international buyers from 41 countries and more 900 business meetings.
At Winemad 2027, the organization is not simply planning to make the fair bigger.
The idea is refine the model.
More targeted selection, more valuable contacts, and a focus on achieving business results. In other words: ensuring that wineries, regions, and professionals don't just leave with a bunch of business cards, but with contacts that can actually translate into opportunities.
This is probably one of the most interesting aspects of WINEMAD 2027.
The organization proposes a more personalized internationalization, working with autonomous communities, designations of origin, institutions and wineries to determine which markets are truly of interest to each participant and what type of buyer might make sense for their wines.
And it makes perfect sense.
A small winery seeking to enter an international market for the first time does not need the same contact person as an established group. Similarly, a designation of origin wanting to raise its profile in a specific country does not have the same needs as a winery seeking specialized distribution or a presence in the restaurant sector.
Therefore, WINEMAD will take into account priority countries, markets with the greatest potential, wine styles that are to be positioned, and professional profiles capable of generating business opportunities.
Here appears one of those words that we have incorporated into the professional vocabulary: matchmaking.
But the idea is quite simple.
Instead of waiting for the buyer and winery to happen to meet among hundreds of exhibitors, an attempt is made to identify beforehand who should talk to whom.
By 2027, WINEMAD will strengthen this system by pre-selecting buyers and preparing agendas tailored to participants' interests. In addition, each exhibitor will have an assistant to facilitate contact management, meetings, and follow-up.
And this last point is not insignificant either.
Because we all know that a good conversation during a fair can simply remain just that if no one continues the contact afterwards.
The buyer's program and hosted buyers Winemad 2027 will combine international profiles of general interest with buyers specifically selected for certain regions, designations of origin or winery groups.
In addition, institutions, regulatory boards and exhibitors may propose strategic importers, distributors or buyers to be included in the guest program.
The change of focus is interesting: moving from counting visitors to asking questions What contacts have been generated and what purpose have they served?.
It may seem like a small detail, but at a trade fair it makes a significant difference.
He HORECA channel It will continue to have an important role at WINEMAD 2027.
The fair aims to strengthen the connection between wine, gastronomy, and the region, and to facilitate meetings between wineries and professionals in the restaurant, hospitality, and specialized distribution sectors. To this end, various professional activities related to wine and gastronomy are planned.
This is our thing. We feel very connected to this.
Because wine can be explained from many perspectives, but when it arrives at a table, a restaurant, a wine shop, or a specialty store, that's when another fundamental part of its journey begins: find the person who will finally enjoy it. We love finding wines that we can help you enjoy. Between the Vines
Behind WINEMAD there is also a broader ambition: to consolidate Madrid as an international platform for the wine sector.
The second edition is once again being held at IFEMA and maintains a clearly professional approach, aimed at wineries, buyers, distributors, HORECA and other actors in the sector.
In a country with the wine diversity of Spain, having a major professional meeting point in Madrid makes perfect sense.
Now we'll have to see how the project evolves in this second edition.
Those of us who work with wine know that discovering an interesting bottle is just the beginning.
Behind it all there is a winery that needs to find distribution, a restaurant that seeks to differentiate its menu, a store, like ours, that wants to offer something different and, finally, a consumer willing to discover it.
That's why we find it particularly interesting that WINEMAD 2027 will focus not only on teaching about wine, but on connecting those who make it with those who can help take it further..
The dates are already set: March 15, 16 and 17, 2027, at IFEMA Madrid.
We will continue to follow the news closely.
Because, if there's one thing we like at Entre Cepas, besides tasting wines, it's discovering what's happening around them.
We love walking through the vineyard and getting to know it.
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