Following the success of the 2025 edition of Global Buyers Marketplace in California and the Regional Buyers Marketplace: Asia Edition, we are planning a regional Buyers Marketplace: EMEA Edition, to take place in Dubai, UAE in October 2026.
This event will bring together California vintners and approximately 75 selected wine buyers and importers from emerging and high-growth regions, including Africa, Central Asia, Eastern Europe, India, and the Middle East, with a selection of buyers from established UK and European markets. Trade participation is by invitation and based on a clear intent to list or expand California wines in portfolios. All buyer guests will be vetted prior to invitation by the California Wines team. Wineries are encouraged to share with us their suggestions of importers/buyers for us to consider inviting.
Event Dates: October 26–29, 2026
Venue: One&Only One Za’abeel
To confirm your participation, register via this Bottlebooks link by March 6, 2026.
Space will be limited to 50 exhibiting wineries.
NOTE: Wineries that pre-registered have a guaranteed table at the event but must still register via the link before the deadline. For other wineries, please know only very few tables are still available and will be allocated on a first come, first served basis.
Objectives
- Showcase California wines to serious international buyers and importers
- Facilitate meaningful commercial connections and new listings
- Provide market immersion and education with regional wine trade experts
- Build long-term commercial traction in adjacent markets
Why This Matters
The Global Buyers Marketplace has become a cornerstone platform for California wine export growth, connecting producers with influential international buyers, sommeliers, and importers. The 2026 EMEA Edition in Dubai builds on this success with a regional focus, expanding the reach into fast-evolving wine markets and creating stronger commercial momentum for California wines worldwide.
Why Dubai?
Dubai’s strategic location makes it an ideal hub for connecting dynamic, developing wine markets across multiple regions. Hosting the Buyers Marketplace here enhances access to key decision makers in developing and emerging markets while maintaining the quality and intent of the global platform. In addition, current growth of the Dubai wine market itself presents an opportunity for California wineries to raise awareness and engage with local trade and sommeliers.
Program Highlights
To Be Confirmed
Vintners and buyers arrive; Opening reception and informal dinner
Marketplace Day 1
Welcome/keynote
Importer Seminar 1 (topic/speaker tbd)
Vintner workshops – 2 sessions, select one:
• UAE/India focus
• EU/AFR focus
Buyers Marketplace Discovery Tasting (walk-around)
Lunch + networking
Pre-scheduled meetings & Walk around tasting – Buyers Marketplace
Networking/free time
Pre-dinner reception
Small group dinners for vintners and buyers
Marketplace Day 2
Importer Seminar 2 (topic/speaker tbd)
Vintner workshops – 2 sessions, select one:
• UAE/India focus
• EU/AFR focus
Discovery Tasting inlc. invited local trade/sommeliers & Pre-scheduled meetings
Lunch + networking
Afternoon Tasting & Trade Meetings
Pre-scheduled meetings/free time
Depart for Tasting & Dinner in the Desert
Departures & Local Market Visit
Guest departures
Optional organized vintner education tour/market visits in Dubai
Winery hosted trade and consumer events
Buyers
Target participation: 75 buyers/importers
- Time-efficient access to hundreds of California wines in a trade-focused environment
- Pre-scheduled supplier meetings, walk-around tastings and networking opportunities
- Market insight sessions tailored to regional trends and export strategy
California Vintners
Target participation: 50 vintners
- Showcase portfolio to key decision-makers
- Build commercial relationships in priority emerging markets
- Join immersive educational events with local trade leaders
- Note: Vintners must have a winery representative present. Local importers or trade representatives may accompany the winery representative at their table.
Accommodation
There is no participation fee beyond each winery’s own travel and lodging. A limited room block is available at the SIRO Hotel at One Za’abeel at a special rate of $300 per night, valid for one room per winery for October 26–29. The hotel is adjacent to the event venue. Travel is expected to be WUSATA fund-match eligible. Booking details will be shared after registration.
