Over 3,000 professionals are expected to attend the 11th edition of the Algarve Trade Experience, taking place on March 9 and 10 at the Palácio de Congressos do Algarve in Albufeira.
Promoted by Garrafeira Soares, the event has established itself as one of the most important professional gatherings in Portugal’s drinks sector, bringing together around 500 national and international brands.
At a time of market uncertainty and shifting consumer habits, organisers say the Algarve Trade Experience positions itself as a platform for “strategic reflection, qualified dialogue and business generation”. Winemakers, producers, bartenders, brand builders and decision-makers will all gather to debate the challenges shaping the industry.
The 2026 edition adopts a renewed concept and format, becoming a fully B2B (business-to-business) event designed exclusively for brands and trade clients. Inspired by classic cinema, one of the region’s largest auditoriums will be transformed into a “business stage”, where each brand presents its portfolio and strategic vision.
“The Algarve Trade Experience is the stage where the drinks sector comes together to tell its own story. Inspired by the world of cinema, we wanted to create a space where every brand, producer and professional has a voice and a clear role in shaping the future. More than watching, it’s time to step into the spotlight, share visions and, together, write the next chapter of the sector,” said Rita Soares, CEO of Garrafeira Soares.
Throughout the two days, the programme includes special tastings, Trade Talks Wine & Spirits sessions, masterclasses and networking opportunities, designed to provide a comprehensive look at the “present and future of the drinks industry”.
Morning sessions feature exclusive tastings led by prestigious national and international producers, including Buçaco, Dom Pérignon, Herdade da Malhadinha Nova, Kopke, Chryseia and Sogrape.
Meanwhile, the Trade Talks Wine & Spirits will address key issues shaping the market, including changing social habits and their impact on consumption occasions, the growing role of health in purchasing decisions, the rise of low- and no-alcohol alternatives, and how brands are adapting to new generations – “particularly Generation Z as a future growth driver”.
Discussions will also explore structural challenges such as category resilience, market adaptation models and balancing creativity, profitability and scale in innovation and mixology.
During the afternoons, the event opens fully to brand-professional interaction, with a focus on portfolio presentations, partnership development and business opportunities.
Under the overarching theme of cinema, the event will also include film screenings at the congress centre.
“Held in Portugal’s leading tourist region and main gateway for international visitors, the Algarve Trade Experience strengthens the strategic link between the drinks industry and tourism, positioning the Algarve as a key territory for producers seeking to expand internationally,” organisers say.
“With more than a decade of history, the event continues to consolidate its role as a key platform for anticipating trends and shaping a strategic, integrated vision for the future of the drinks sector,” they add.
For registrations (open only to industry professionals), visit the event’s website.
