Five days, 810 exhibitors and a wine world in transition. From 6 to 10 November, Merano brings together producers, experts and international buyers for the festival’s 35th edition, exploring the ideas and trends shaping the next chapter of wine.
For its 35th edition, Merano WineFestival looks both at the traditions that have shaped the world of wine and at the changes now redefining it. Under the theme Elegance and Beauty, this year’s programme ranges from organic and biodynamic viticulture to emerging wine regions, artificial intelligence, new consumer habits and the growing interest in low- and no-alcohol wines. More than a showcase of labels, the festival offers a meeting point for an industry questioning where it is heading — and what comes next.
Founded by Helmuth Köcher in 1992, the event has built its reputation around a carefully curated selection of wines and producers. This year, the programme looks both at the people and territories behind the bottles and at some of the changes now affecting the wine business.
The theme chosen for 2026 is Elegance and Beauty, a reference not only to the historic setting of the Kurhaus but also to the festival’s wider programme, which brings together wine, gastronomy, fashion and art. Technology and artificial intelligence will also feature prominently, with discussions on their potential applications in vineyards, wineries and wine communication.
According to Köcher, the wine sector cannot look ahead without maintaining close ties with its territories and producers. Digital tools, he argues, can help make wine knowledge more accessible, improve communication with international markets and give consumers clearer information.
TasteTerroir opens the festival
The opening day, Friday 6 November, begins with TasteTerroir – bio&dynamica, dedicated to organic, biodynamic and natural wines, as well as wines made from PIWI grape varieties. Sustainable viticulture, amphora ageing, underwater maturation and Riesling will also feature in the tasting programme.
One of the day’s highlights is Cult Oenologist, a selection of eight Italian winemakers chosen by Köcher: Franco Bernabei, Carlo Ferrini, Luca D’Attoma, Riccardo Cotarella, Alessandro Cellai, Gianni Menotti, Paolo Caciorgna and Gabriele Gadenz. The WineHunter Award Platinum ceremony will take place at the Puccini Theatre at 4.30 pm, alongside the presentation of the Honour Awards and recognition of the eight selected oenologists.
Friday’s programme also includes the Respiro e Grido della Terra summit, organised with the International Viticulture & Enology Society (IVES), Connected Reality and ForTeam. Researchers from Italian universities and specialist centres will present five studies on viticulture and oenology, bringing scientific research into the conversation about the future of wine production.
The Festival: 810 wineries and more than 2,600 products
From 7 to 9 November, the main tasting event will take over the Kurhaus. The figures give an idea of its international reach: 810 companies and more than 2,600 products will be represented across the five-day programme.
The Wine Italia section will feature more than 350 Italian wineries, while Wine International will bring together over 100 producers from 12 countries. Among the countries represented are Lebanon, Moldova, Georgia, Azerbaijan, Brazil, Argentina and South Africa.
The WineHunter Area will offer a selection of 126 labels, served by young sommeliers from FISAR Alto Adige. This year’s programme also introduces Next Platinum, a selection of products that have reached the highest level within their respective award categories. Wines recognised with the Grand Gold Medal at the Mondial des Vins Extrêmes, the international competition organised by CERVIM for mountain and heroic viticulture, will also be included.
A more theatrical moment is scheduled for Saturday 7 November at 2 pm on Ponte Lenoir. Thirty-five sabreurs will open 35 magnums of 140+1®, a limited-edition Pas Dosé Metodo Classico from Montalbera, made entirely from Pinot Noir. Its name refers to the wine’s 140 months of ageing, followed by one additional day reserved for the final tasting.
Low-alcohol wines and new drinking habits
Among the most interesting additions to the 2026 programme is the No-Low Alcohol area, located in the GourmetArena. It will focus on wines with reduced or no alcohol, a category receiving increasing attention from producers and consumers alike.
The trend is also visible in the wines submitted to The WineHunter selection. Köcher has noted a gradual decline in average alcohol levels, with a growing number of labels coming in below 13% ABV.
The GourmetArena, open from 6 to 9 November, will host around 150 companies presenting food products, beers and spirits from across Italy. The programme includes live cooking demonstrations and food pairings, with a dedicated space for Gourmet Campania – Sfumature di Gusto, featuring chefs and pizza makers from the region.
Another new feature is the WineHunter Rosé Selection, dedicated to rosé wines. Outside the Kurhaus, the FuoriSalone along Corso Libertà will host regional stands, including those of Abruzzo, Calabria, Campania, South Tyrol and Umbria, with further cooking demonstrations and tastings.
Masterclasses, wine culture and the people behind the industry
The festival’s educational programme includes 28 WineHunter Masterclasses, held at Hotel Therme Merano between 6 and 9 November. Led by producers and wine specialists, the sessions offer opportunities to explore individual wineries, grape varieties and wine regions in greater depth. Proceeds will once again support Un pozzo per la vita, a project run by Gruppo Missionario Merano.
The programme also makes room for books, research and conversations about the cultural and social dimensions of wine. On Friday, journalist and wine educator Laura Donadoni will present Grapes of Change, a European project promoting gender equality in the wine sector.
On Saturday, Camilla Lunelli will discuss her book Un’arte di famiglia, while Chiara Giorleo will present Vino, donna. Storie e passioni di 90 protagoniste del cambiamento, a collection of interviews with women who have helped shape the wine industry.
Other appointments include the presentation of Rocco Catalano’s Sulle orme di Veronelli, a meeting dedicated to the wine culture of Sardinia and a discussion of the wineries of the Burgraviato area in South Tyrol.
Wine business and international markets
Merano WineFestival also has a strong professional dimension. The WH Buyers’ Club and the ICE Buyers Area, organised in collaboration with the Italian Trade Agency (ITA), will provide dedicated spaces for meetings between producers and international buyers. Buyers from 33 countries are expected to attend.
Brazil will be the focus of a discussion on Saturday 7 November, exploring new business opportunities between Brazil and Europe. On Monday 9 November, the WH Wine Observatory will turn its attention to international markets and the prospects for the wine industry, with contributions from the festival’s international ambassadors.
The festival will also present its 2027 event calendar, which will include appointments in several Italian regions and international destinations.
A gala dinner celebrating Italian gastronomy
The opening day will conclude with the traditional Gala Dinner at the Kurhaus, starting at 7 pm. Organised in collaboration with Teritoria, the evening will feature a menu created by five chefs, each interpreting a different expression of elegance through Italian cuisine.
Sarah Bertocchi and Fabrizio Molteni, Massimo Spigaroli, Arcangelo Tinari, Giacomo Devoto and Anna Ghisolfi will take part in the dinner, with dishes inspired by their respective territories and culinary approaches.
Fashion will also have a place in the evening with The Birth of Beauty, a runway show featuring creations by Italian designers and artisans. Among the materials on display will be Vegea, an innovative biomaterial made from grape pomace, used by designer Fiorella Ciaboco.
The evening will also see the presentation of the 2026 WineHunter Stars. Among this year’s recipients are winemaker Roberto Cipresso, sommelier and maître Beppe Palmieri, Luca d’Attoma, television presenter Giuseppe Calabrese and chef Jörg Trafoier. Master of Wine Cristina Mercuri will receive the Communication Star, while the Wine Artist Star will be awarded in memory of Livio Felluga.
Champagne takes centre stage on 10 November
The festival closes on Tuesday 10 November with Catwalk Champagne&more, a day devoted to sparkling wines from Italy and abroad, accompanied by a selection of gourmet products including caviar and oysters. The final event will be the sabrage of a Methuselah of Champagne Encry at 4.30 pm.
Visitors will also be able to purchase selected wines directly from participating producers through the Most’ digital platform. By scanning the QR code displayed at the tasting stand, they can add bottles to their online basket and complete a single order at the end of the day, with one shipment.
With 35 editions behind it, Merano WineFestival continues to bring together producers, buyers, wine professionals and enthusiasts in a setting where tasting remains at the centre of the experience. This year’s programme reflects a sector dealing with practical questions about production, changing consumer habits, sustainability and access to international markets — subjects that will be discussed alongside the wines themselves.
