Why is Wines Unearthed changing its name to Unsigned (registered as UNSIGNED.)?
The decision follows a decade of success under the Wines Unearthed name and reflects the brand’s international growth. While the concept of "unearthed" spoke to discovery, it proved challenging for non-English speakers to pronounce and understand. As the platform expands beyond the UK, Unsigned, offers a clear, accessible and globally recognisable identity that better communicates its purpose and ambition.
What does the name Unsigned represent?
Wines Unearthed has rebranded as Unsigned to give producers a new platform to find buyers in key markets at major trade shows
Unsigned speaks directly to producers who have yet to secure widespread representation and are ready to form meaningful commercial relationships. It conveys immediacy, opportunity and potential, positioning the platform as a gateway for outstanding wine and spirits talent poised to make direct business with international buyers.
How does it build on the legacy of Wines Unearthed?
Unsigned retains the core mission of facilitating easy, effective participation for producers at major international wine fairs while promoting their presence to reach as many relevant buyers as possible. The rebrand also signals an expanded vision, including the development of new tools, market insights and shareable content designed to better prepare producers and create increased business opportunities.
What sets it apart from other wine trade platforms?
Unsignedoffers buyers a unique, curated environment where they can discover new talent from multiple countries all in one place. For producers, it provides strategic support, visibility and access to targeted markets, ensuring genuine commercial relevance and efficient route-to-market opportunities.
Where will Unsigned be showcased for the first time?
Unsigned will officially launch at Wine Paris in February 2026, with 61 producers on 55 stands from 16 countries. This flagship appearance will mark the first opportunity for buyers and media to experience the rebranded platform live, followed by participations at Vinexpo Asia in Hong Kong (May 2026) and ProWine São Paulo in Brazil (October 2026).
India, Peru and Ireland will exhibit at Wine Paris for the first time, all within the Unsigned area.
These are new-to-market producers actively seeking distribution. For buyers looking to differentiate their range, this is a rare opportunity to discover countries that have never previously been represented at the show.
As buyers increasingly look beyond established regions, interest in emerging origins, distinctive styles and new stories is growing. India, Peru and Ireland offer exactly that - alongside a clear commercial intent.
What role do the founders play in shaping Unsigned’s vision?
Ana Sofia de Oliveira and Judy Kenrick have worked together for 20 years to help producers and buyers work closer together
Directors Ana Sofia de Oliveira and Judy Kendrick bring together a celebrated Portuguese-British partnership, marking 20 years of collaboration in 2026. Their award-winning work is driven by a shared commitment to supporting small to medium-sized producers and helping them expand their distribution across international markets.
Unsigned represents the next chapter in their continued mission to connect exceptional producers with the right buyers, on a truly global stage.
What is happening to Wines Unearthed at London Wine Fair?
Wines Unearthed has been one of the most successful parts of the London Wine Fair for 10 years and it will remain in situ there and be managed by the London Wine Fair team. For any producers wishing to find distribution in the UK, Wines Unearthed remains one of the best places to make contacts and start business discussions.
What are the next steps for Unsigned?
Beyond its expanded presence at leading international trade fairs, Unsigned is focused on strengthening the educational and strategic support it offers producers. The platform is actively developing enhanced content and tools centred on understanding different global markets, including buyer behaviour, distribution landscapes and commercial expectations.
This initiative aims to empower producers with deeper market intelligence, enabling them to approach each territory with greater confidence, clarity and the knowledge required to succeed commercially in diverse international environments.
* Unsigned will be at Wine Paris in Hall 4 Stand C279.
