Atlante at London Wine Fair 2026: introducing AMBO to the UK market

From 18–20 May, Atlante will attend the London Wine Fair for the first time, one of the UK’s leading trade events dedicated to wine and drinks, held at Olympia London. This year, we will be there alongside our long-standing partner Alma Wines, showcasing a portfolio of Italian products that we are working together to introduce and develop within the UK market.

This collaboration reflects a shared vision built over time: combining expertise, product quality and market insight to bring distinctive Italian propositions to international audiences. Both AMBO and the Alessandro Berselli Signature Collection form part of this joint effort, and London Wine Fair represents a key moment to present them to the UK trade.

AMBO: a new take on the Italian aperitivo

At the centre of our presence at London Wine Fair is AMBO, marking its international launch and official entry into the UK market ahead of summer 2026.

AMBO reinterprets the Italian aperitivo tradition in a modern, ready-to-drink format. Developed as a spritz in a can, it combines convenience with a strong focus on quality and authenticity, crafted using natural ingredients and inspired by classic Italian flavour profiles.

The range has been designed to reflect both tradition and evolving consumer preferences, offering:

• Classic spritz variants: including Orange Spritz, Hugo Spritz, Limoncello Spritz, and Peach Spritz, each delivering a balanced profile of citrus, fruit and botanical notes
• 0.0% alcohol range: launched alongside the core line, featuring alcohol-free Orange spritz and Lemon Spritz, responding to growing demand in the no/low category while maintaining the character of the aperitivo experience

This dual offering allows AMBO to meet a wide range of consumption occasions, from social and outdoor moments to more mindful drinking choices.

Positioned at the intersection of authenticity, convenience and premiumisation, AMBO responds directly to the rapid growth of both the RTD and no/low-alcohol segments. London Wine Fair will serve as the first opportunity to introduce the brand to an international audience of buyers, distributors and industry professionals.

Showcasing the Alessandro Berselli Signature Collection

Completing the range on display will be the Alessandro Berselli Signature Collection — a premium selection that celebrates the diversity and excellence of Italian winemaking.

The collection brings together wines from some of Italy’s most renowned regions, each crafted to express the character of its grape variety and terroir.

From still to sparkling, and from north to south, the Signature Collection reflects a consistent approach: careful grape selection, regional authenticity and attention to detail at every stage of production.

Why London Wine Fair, why now

The London Wine Fair provides a strategic platform to introduce new products, engage with key stakeholders and explore distribution opportunities within the UK and beyond.

For Atlante, this year’s participation is centred around:

• Launching AMBO to an international audience
• Strengthening long-term collaboration with Alma Wines
• Expanding our presence in the drinks category
• Showcasing a portfolio aligned with current market trends

Looking ahead

The international launch of AMBO represents an important step in Atlante’s broader strategy to develop brands that combine authentic Italian heritage with contemporary consumption formats.

As the market continues to evolve — particularly in the RTD and no/low-alcohol segments — our focus remains on building propositions that are relevant, scalable and capable of creating long-term value.

We look forward to welcoming industry professionals at the London Wine Fair from 18–20 May.