Premium gunmaker Beretta will take centre stage this July, as Britain’s flagship countryside event, The Game Fair, celebrates heritage, craftsmanship and the exciting future of the sporting trade.
The Game Fair 2026, returning to Ragley Hall from Friday 24 to Sunday 26 July, will be a show to remember, not only as the UK’s largest celebration of the countryside, but because of one of the most significant milestones in sporting history will take place during the weekend’s festivities.
About Beretta
The internationally renowned premium gunmaker, Fabbrica d’Armi Pietro Beretta, commonly known as Beretta, will celebrate its remarkable 500th anniversary at The Game Fair. This historic milestone underlines five centuries of craftmanship, innovation and sporting heritage, reinforcing the enduring importance of traditional gunmaking within the modern British sporting landscape.
“The UK market remains a cornerstone of the Beretta legacy, making the prestigious Ragley Hall the only choice to host our 500th Anniversary Gala on Saturday, 25th July. This landmark evening will celebrate five centuries of unrivalled heritage – a milestone no other manufacturer can claim.
“Throughout the Game Fair, we invite you to Gun Makers Row to experience the Premium Pietro Beretta Select collection. Discover the Italian innovation and timeless elegance that has made Beretta the undisputed global leader since 1526.”
Said Sian Melrose Head of Marketing GMK.
As the definitive showcase of field sports, rural pursuits and country lifestyle, The Game Fair continues to serve as a vital platform for the gun trade, sporting enthusiasts and country professionals alike. The presence of world-class gunmakers – from heritage British houses to globally respected manufacturers such as Beretta, Holland & Holland and Perazzi, demonstrates the continued strength, relevance and prestige of the sector.
Over the weekend, traditional gun making and its craftmanship will be at the fore. A major highlight for 2026 is the arrival of the Sportsman Gun Centre in its new capacity as the exclusive UK distributor for Perazzi. This landmark appointment is set to be a focal point of the weekend, drawing enthusiasts eager to see the legendary Italian marque under its new stewardship. Joining the Italian contingent, Rizzini will feature prominently within the Gunmakers’ Premium area, further solidifying the influence of Italian engineering at this year’s event.
Additionally, The Gunroom will serve as a key destination for collectors, acting as the exclusive retailer for Beretta’s prestigious 500th-anniversary merchandise.
The titans of British gunmaking also return to the heart of The Game Fair in a powerful display of domestic craftsmanship. The 2026 roster includes Holland & Holland, Boss & Co., Westley Richards, E.J. Churchill, and Longthorne. These prestigious names will be joined by a diverse gathering of respected specialists and gunrooms, including The Oxford Gun Company, Elderkin & Son, J. Hogan & Son, Manor & Co, R&B Sporting, and Vaynol Gunroom.
The Gunmakers’ Premium
The Gunmakers’ Premium section continues its upward trajectory with William Powell moving into the area for 2026. Furthermore, Viking Arms will make a highly anticipated return to The Game Fair for the first time since 2022, reintroducing Merkel and Anschutz to the Ragley Hall grounds.
Visitors can expect an immersive experience, moving seamlessly between London ‘best’ guns, bespoke rifles, and modern competition shotguns. The Row will also highlight the individual artisans behind the brands, with barrel makers and engravers demonstrating that these skills remain a living, breathing practice.
Underscoring the event’s commitment to traditional skills, Bill Blacker, chairman of the certification panel of the Worshipful Company of Gunmakers, will be present at Gunmakers’ Court. A veteran of Holland & Holland and James Purdey & Sons, Mr. Blacker represents the pinnacle of British barrel making, embodying the theme that traditional gunmaking is not merely preserved, but actively practiced at the highest level.
James Gower, Managing Director of The Game Fair, said:
“The 500th anniversary of Beretta is a landmark moment not only for the company itself, but for the wider sporting and gunmaking community. The Game Fair is proud to provide a platform where heritage, craftsmanship and innovation come together, celebrating the enduring importance of the gun trade to rural Britain.”
From the great Italian dynasties to the foundational names of the British trade, The Game Fair 2026 reinforces Gunmakers’ Row as the global beating heart of the sporting arms industry.
Tickets are available HERE
