Madrid to host first international wine fair in 2026 with focus on business, culture, and responsible consumption

The Madrid Chamber of Commerce will host the official presentation of the first edition of WINEMAD - Madrid International Wine Fair 2026 this Monday, July 7. The new fair is an initiative led by Antonio Reguilon, former president of the Denomination of Origin Vinos de Madrid, and is supported by both public and private institutions. The event itself is scheduled to take place next year at IFEMA Madrid, with the goal of bringing together key players from the national and international wine sector.

Organizers describe WINEMAD as an event designed to become a major international meeting point for the wine industry in Europe. The fair is exclusively for professionals and aims to facilitate commercial exchange, specialized knowledge, and the expansion of wine culture. Wineries, appellations of origin, distributors, importers, buyers, institutions, specialized media, and opinion leaders are expected to participate in an environment focused on fostering business relationships and sector development.

WINEMAD will be structured around three main pillars: business, culture, and experience. On the business side, the fair will offer a dedicated networking program and a digital platform to connect supply and demand. Culturally, activities will explore the history, art, and social dimension of wine. Attendees can also expect workshops, blind tastings, and debates using innovative formats to provide personalized sensory experiences.

The event will not be limited to the exhibition center. The “Taste Madrid” program will extend wine culture into restaurants, hotels, cultural spaces, and iconic neighborhoods across the city. Parallel activities such as urban tastings, gastronomic routes, and creative proposals are planned to engage both professionals and the general public. Organizers hope that Madrid will fully embrace wine culture during the days of the event.

The expected economic impact for Madrid is significant. Thousands of visitors and professionals are anticipated to boost sectors such as hospitality, restaurants, retail, transportation, and accommodation. Beyond direct economic benefits, WINEMAD aims to strengthen community ties and project a modern and welcoming image of Madrid.

A key focus for WINEMAD is promoting responsible consumption. The event has joined the European Wine in Moderation program to ensure all activities encourage sensory education and conscious enjoyment of wine. Local gastronomy will also be highlighted through paired tastings, cooking workshops, and collaborations with municipal markets.

Institutional support comes from the City Council, the Autonomous Community of Madrid, IFEMA, and the Official Chamber of Commerce. These organizations are involved in both organizing and promoting the event internationally. Madrid’s modern infrastructure, extensive hotel network, and strategic geographic location make it well-suited for hosting visitors from Spain and abroad.

The organization is managed by the International School of Protocol and Events together with Benson Señora Eventos as main logistics operator. Sector experts participate in committees responsible for strategic planning and scientific-technical content. A specific plan is in place to attract strategic importers from Central and Northern Europe, the United States, Latin America, Asia-Pacific, and Africa’s wine-producing regions. Digital B2B agendas will be available along with exclusive areas for business meetings and thematic sessions to facilitate effective contacts between wineries and key intermediaries.

The scientific program will feature participatory debates on current issues such as internationalization, legislation, sustainability, or digitalization. A new initiative called “The Madrid Declaration” will be drafted—a collective document with proposals agreed upon by participants to be submitted to public authorities.

The exhibition space will be organized mainly by appellations of origin to showcase Spain’s territorial diversity in winemaking alongside international regions. There will also be areas dedicated to auxiliary industries such as glassmaking, cork production, or specialized machinery. Institutional protocol will ensure orderly conduct during official events as well as personalized attention for exhibitors and special guests. National and international institutional representatives are expected at both the opening ceremony and other official activities.

A distinctive element of WINEMAD is its “Taste Madrid” program designed to bring wine culture beyond IFEMA into the city itself. This initiative seeks to involve restaurants, hotels, markets, and cultural venues in celebrating the event so that Madrid becomes immersed in wine-related activities—tastings, gastronomic experiences, or cultural proposals—in various neighborhoods for both visiting professionals and local residents.

Within “Taste Madrid,” local products such as cheeses, oils or cured meats from the region will be promoted alongside wine through workshops and routes supporting local gastronomy. The program adheres to Wine in Moderation principles by incorporating sustainability criteria and educational components into all activities.

WINEMAD - Madrid International Wine Fair 2026 aims to establish itself as an international reference point for the wine sector from Madrid through a professional proposal focused on business but also open to local citizens and international visitors interested in exploring all cultural aspects associated with wine.