Swiss Wine to be featured at the Milano-Cortina 2026 Olympic Games

The 2026 Winter Olympics, co-hosted by Milan and Cortina d’Ampezzo, are a unique place to showcase iconic Swiss wines to a global audience. Swiss Wine, taking full advantage of this multidisciplinary, multicultural setting, will be present across the three House of Switzerland venues — Milan, Cortina d’Ampezzo and Bormio — where they will present hundreds of Swiss wines to visitors, enthusiasts, journalists and industry professionals.

This sporting and cultural event attracts the attention of millions of spectators, media outlets and international stakeholders. For Swiss Wine, it represents an exceptional opportunity to raise visibility, spark engagement and promote the quality, diversity and authenticity of Swiss wines, to both the general public and industry professionals.

A Swiss presence in three strategic locations

The House of Switzerland Italia 2026, Switzerland’s hospitality and promotional platform for the Olympic and Paralympic Games, spans three key locations:

• Milan: At the heart of the Centro Svizzero and open to the public from 4^th to 22^nd February, hosting tastings, meetings and cultural discoveries in an alpine atmosphere.
• Cortina d’Ampezzo: A warm and welcoming place for supporters and visitors to gather, showcasing Swiss cuisine and innovation in an alpine setting.
• Bormio: A bar and party area where the public can watch live competitions while enjoying Swiss wines.

At each of these locations, Swiss Wine will present a selection of Swiss wines from across the country’s six major wine-growing regions, to highlight the diversity of Swiss terroirs.

Milano-Cortina 2026, a global showcase

The Olympic Games are among the most widely watched sporting events in the world, bringing together elite athletes, international delegations and a global audience united by sport, culture and innovation.

For Swiss Wine Promotion, taking part in this prestigious event with 11 swiss winemakers is way to:

• increase the international visibility of Swiss wine in an environment with high media coverage,
• create direct business opportunities with importers, restaurateurs and distributors attending the Olympic Games,
• promote the richness of Swiss terroirs to a cosmopolitan and curious audience
• strengthen the image of Swiss wine as a high-quality product, rooted in tradition and focused on innovation.

So, here’s to winter sports — and to Swiss wine!