Wines of Chile is looking for wineries with a commercial presence in Spain to promote Chilean wine at Fruit Attraction Madrid
The event will include two tastings in the Chilean Fruit pavilion for buyers, importers, and distributors.
Monday, September 21, 2026
Wines of Chile and Frutas de Chile have launched a call for Chilean wineries with a commercial presence and product availability in Spain to participate in a promotional event during Fruit Attraction Madrid 2026, which will be held from October 6 to 8 at IFEMA Madrid. The initiative includes two days of Chilean wine tastings within the Frutas de Chile pavilion, with the aim of showcasing these wines to buyers, importers, distributors, and retail representatives attending the trade fair.
The event will be held within the Frutas de Chile space in Hall 12 of IFEMA, at stands 12D08 and 12E08. This pavilion will have an approximate area of 256 square meters and will function for three days as a meeting area for Chilean exporters, clients, and guests. Wines of Chile and Frutas de Chile indicate that regular attendees at this space include general managers, CEOs, sales directors, and marketing managers from exporting companies, as well as importers, distributors, and representatives of retail chains with decision-making power in commercial negotiations.
The wine promotion will be held in two sessions from 5:00 to 7:00 p.m., in a tasting format paired with a culinary offering from Chilean chef Alexis Rojas. Access will be limited to those present in the Chilean Fruits pavilion, including representatives of Chilean companies, buyers, clients, and guests associated with the fair. The wines will be served in small portions to offer a sample of different styles, varieties, and regions of origin from across the country.
The organizers anticipate the participation of around five Chilean wineries. To keep logistics streamlined, each winery will be allowed to contribute a maximum of one case of 12 750ml bottles. According to both organizations, the final selection will aim to combine varieties, styles, and producers, prioritizing wineries that already have product available and commercial representation in Spain.
The call for entries sets several requirements. Interested wineries must have a commercial presence, importer, distributor, or stock in Spain; be able to supply the wine directly in Madrid; be interested in participating in a joint promotional campaign for the Wine of Chile category with Frutas de Chile; and contribute up to 12 bottles for tastings. Registration will be done via a form, and Wines of Chile will coordinate the final selection with Frutas de Chile based on logistical availability in Spain and the balance between wines and producers.
This initiative is part of a joint strategy to showcase fruit and wine in a single space and strengthen Chile's image as an agri-food origin for international operators. During the fair, the pavilion will screen Wines of Chile videos, and the chef will have basic information about the participating wines available to present them and answer general questions from attendees.
Fruit Attraction is one of the leading international events for the fruit and vegetable sector, and the figures from its latest edition explain the organizers' interest in holding this event there. In 2025, it brought together more than 121,000 professionals from 152 countries, over 2,400 exhibiting companies from 64 countries, and more than 600 international buyers from 58 markets. Nearly 49% of visitors were international, including retail buyers, importers, and wholesalers.
Based on this data, Wines of Chile and Frutas de Chile believe the fair offers a useful platform to showcase Chilean wine to international food trade professionals without removing the event from the business environment where the country's fruit exporters already operate. The chosen approach aims to capitalize on the flow of buyers and purchasing managers who will visit the Chilean pavilion during the three days of the Madrid event.