The WH Buyers Club is active throughout the Merano WineFestival: accredited buyers meet the selected companies in targeted B2B appointments, visit the Festival's sections with professional access and take part in reserved masterclasses and tastings. Here is what the 2026 edition presents, what the Club offers and how your visit can be organised.
2026 edition at a glance
| Date | Format | Time · Venue |
|---|
| Friday 6 November | Taste Terroir — bio&dynamica & more | 10:00–16:30 · Kurhaus Merano |
| Friday 6 November | Gala Dinner: Elegance is an Art — The Birth of Beauty | 19:00 · Kurhaus Merano |
| Saturday 7 – Monday 9 November | The Festival & GourmetArena | 10:00–18:00 · Kurhaus Merano |
| Tuesday 10 November | Catwalk Champagne & more | 10:00–16:30 · Kurhaus Merano |
The programme and the products on show
Friday 6 November 2026
Taste Terroir — bio&dynamica & more
10:00–16:30 · Kurhaus Merano
- 120 selected producers from Italy, focused on organic, biodynamic, natural, orange and amphora wines: only wines scoring at least 90/100, a maximum of four per producer.
- Special presentation of Riesling and Pinot Noir, mainly from South Tyrol.
- 30 selected international producers, mainly from Georgia.
- 100 selected Italian food producers in the GourmetArena.
- 5 show-cooking and wine-pairing experiences in the Campania area.
- 5 food and wine consortia and groups presented as "Wine & Food".
- Cult Oenologist: 10 leading oenologists, each presenting wines from 5 wineries — 50 wineries in total.
- 20 selected GRASPO wineries dedicated to relic grape varieties and the safeguarding of viticultural biodiversity.
- 30 selected CERVIM wineries representing mountain, extreme and high-altitude viticulture.
- 200 selected wines in the WineHunter Area.
- 5 wineries presenting underwater wines.
- 10 wineries dedicated to amphora wines and PIWI varieties.
- 8 masterclasses at Hotel Therme.
- 6 presentations and the round table "Cry and Breath of the Earth", in cooperation with IVES (International Viticulture & Enology Society, Bordeaux), at Teatro Puccini.
Gala Dinner — "Elegance is an Art — The Birth of Beauty"
19:00 · Kurhaus Merano
- In cooperation with Territoria, the European travel and hospitality brand, and five Michelin-starred chefs.
Saturday 7 – Monday 9 November 2026
The Festival & GourmetArena
10:00–18:00 · Kurhaus Merano
- 280 selected Italian wine producers: a maximum of four wines per winery, at least two holding The WineHunter Gold Award with a minimum score of 93/100.
- 60 selected Italian producers presenting one WineHunter Platinum wine rated above 96/100.
- 100 selected international wine producers from more than 20 countries.
- 100 selected Italian food producers in the GourmetArena.
- 5 show-cooking and wine-pairing experiences in the Campania area, every day.
- 5 consortia and groups presented as "Wine & Food".
- 4 regions and consortia — Calabria, Basilicata, Campania and Alto Adige-Südtirol — with Wine-Gourmet-Cooking territorial tastings in the FuoriSalone area in front of the Kurhaus.
- Exclusive tasting masterclass at Castello Principesco, close to the Kurhaus.
- 10 masterclasses at Hotel Therme.
- 5 WineHunter Talks at Hotel Therme.
- 6 presentations and the round table "Cry and Breath of the Earth" with IVES, Bordeaux, at Teatro Puccini (Saturday 7 November only).
- Guided dinners dedicated to Campania, the Barbera Consortium and organic wine producers.
Tuesday 10 November 2026
Catwalk Champagne & more
10:00–16:30 · Kurhaus Merano
- 80 selected Italian sparkling wine producers, with a focus on Metodo Classico / traditional method.
- 40 selected international sparkling wine producers, Champagne included.
- 10 selected food producers.
- 1 show-cooking and wine-pairing experience.
What the Club offers buyers
A · B2B meetings
Professional meetings between international buyers and Italian companies, built on prior matching that considers:
- the buyer's reference market;
- the types of wine sought;
- price range;
- commercial positioning;
- distribution channel;
- appellations of interest;
- size and production capacity of the companies;
- any interest in organic, biodynamic, natural, premium or fine wines.
The aim is targeted appointments, not chance encounters: that is what turns a contact into a business relationship.
B · Professional visit to the Festival
Professional access to the Merano WineFestival 2026 to meet the selected companies directly:
- taste the wines of the participating companies;
- explore the different Italian territories;
- meet producers and export managers;
- discover new companies and new labels;
- identify products suited to your market;
- build new business relationships.
The Festival thus becomes a professional scouting tool as well.
C · Masterclasses and professional tastings
In-depth sessions reserved for buyers, structured:
- by territory;
- by appellation;
- by grape variety;
- by production style;
- by market segment;
- by specific internationalisation projects.
The masterclasses tell not only the product but the territory, the production culture and the distinctive features of Italy's main wine areas.
The matching model
Companies interested in meetings register in a dedicated catalogue; from the buyer and company profiles the Buyer Office builds an agenda of individual appointments, agreed with the producers.
Indicative target: 8–12 qualified meetings per buyer, subject to the final programme.
How your visit can be structured
A sample programme for a Club buyer, in two windows: for those who follow Taste Terroir and the first Festival days, and for those who prefer the last days with Catwalk Champagne. The final agenda is built by the Buyer Office on profile, market and availability.
Window A · Thursday 5 to Monday 9 November
Thursday 5
- Arrival in Merano and transfer to the hotel.
- Welcome briefing with the Buyer Office: personal agenda, tables, Club rules.
- Welcome aperitif with the Ambassadors present.
Friday 6 · Taste Terroir
- Morning B2B session (4–6 meetings).
- Guided walk through organic, biodynamic, natural and amphora wines.
- Lunch in the GourmetArena.
- Buyers-only masterclass at Hotel Therme.
- Afternoon B2B block.
- Gala Dinner at the Kurhaus for invited hosted buyers.
Saturday 7 · The Festival
- B2B session.
- Scouting in the WineHunter Area and among the Platinum wines.
- Territorial tastings at the FuoriSalone: Calabria, Basilicata, Campania, South Tyrol.
- Individual meetings requested by companies.
- Dinner with producers.
Sunday 8 · The Festival
- B2B session.
- Visit to the international sections.
- Masterclass or WineHunter Talk.
- Follow-up meetings on the samples and price lists collected.
- Free evening or themed dinner (Campania, Barbera, organic).
Monday 9
- Debriefing with the Buyer Office: feedback and next steps.
- Last meetings on request.
- Transfer and departure.
Window B · Sunday 8 to Wednesday 11 November
Sunday 8
- Arrival and transfer.
- Welcome briefing and hand-over of the agenda.
- First B2B block in the afternoon.
- Orientation visit to the Festival.
- Welcome dinner.
Monday 9 · The Festival
- Morning B2B session.
- Visit to the sections with your Ambassador.
- Masterclass at Hotel Therme.
- Afternoon B2B block.
- Dinner with producers.
Tuesday 10 · Catwalk Champagne
- Session dedicated to sparkling wines: Metodo Classico and Champagne.
- Individual meetings with the sparkling wine houses.
- Professional tasting.
- Networking and closing with the Club team.
Wednesday 11
- Debriefing and follow-up.
- Transfer and departure.
Indicative programme. Transfers, accommodation and dinners depend on the buyer category and the hospitality granted (see Information).
Expected results
The Club measures its results, not just attendance:
- buyers involved;
- Italian companies met;
- B2B appointments held;
- expressions of commercial interest;
- requests for price lists and commercial conditions;
- negotiations started;
- new importer–producer relationships;
- potential distribution agreements;
- commercial follow-ups generated by the initiative.
Recommended hotels
The Merano WineFestival's partner hotels, a few minutes from the Kurhaus. Book directly with the hotel. For hosted buyers, accommodation is arranged by the Buyer Office.
