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Over the last few weeks, our country, France, was under water and the wine sector remained confined in exhibitions space. Indeed, wine industry stakeholders, especially wine estates owners had abandoned their submerged vineyards for exhibitions such as Vinisud and Vinipro, Vins de Loire or other Agricultural shows. If you’ve never attended a show, it doesn’t matter: during these few days it’s not question to get together in order to discourse on the future of the wine industry with a glass of wine in one hand. On the contrary, the participants are standing all day behind their counters (if they are exhibitors) or in the aisles if they are visitors. These events have increased over the years and have become a must, requiring a minimum of modus operandi.
THE EMERGENCE OF WINE SHOWS
Apart from Vinexpo, the great professional event of the wine sector which held every two years in Bordeaux, the number of shows has kept growing in recent years, especially those are purely wine-making vocation. Recently, owners and wine merchant were planning only Vinexpo, the Salon of Agriculture or the Paris Fair on their calendar.
A regional show to represent his designation and a show abroad for the most foolhardy people might be added to these few dates; These professional meetings are now unavoidable and have increased, such that they are ubiquitous in the annual calendar of a wine sector actor. It must to be said that, if you are well organized, these events are opportunities to meet in one place both customers and providers. And, since wine has become an export market, shows also emerged abroad, particularly on the European market with Prowein that represents 5000 exhibitors, on the Asian market with Vinexpo Asia Pacific in Hong Kong and, for the first time this year, Vinexpo Nipon in Japan. We can also talk about the London Wine Fair that gather 600 exhibitors, as well as the Sial Wine World in Shanghai or Vinisud Asia that will celebrate its second edition in 2014.
In these purely trade events, we should add those intended to meet the ultimate consumer. Again, cities in France that don’t have their annual show intended for wine lovers are an exception. Among the most popular, there are of course the shows of “Vignerons indépendants” and the ones to Revue du Vin de France, but also many tastings organized by magazines or federations and associations.
To conclude, a winemaker spends on average at least 20 to 30 days per year away from its vineyard, in the aisles of professional trade shows.
A SHOW REQUIRES ORGANIZATION!
There is of course a cost to this and if you are not a great wine merchant or property owner, it should select trade shows the most important for you, according to the needs and interest to be found there. However, although some people drag one’s feet, these events allows to avoid running all over France or in the world during a year.
In contrast, a trade show requires to be organized in order to maximize the benefits of its presence. Whether you are exhibitors or visitors, it’s imperative beforehand to consult the list of participants to schedule some appointments. As well, it’s necessary to use social networks in advance in order to inform on your participation to the show. Compared to former shows, one of the most important evolution is undoubtedly the professionalization, thanks to computer and digital tools.
There are of course many people walk the aisles of shows places with more or less specific aim. Participate to shows is also an opportunity for unexpected meetings and develop business relations. We are generally exhausted when the event ends, but we realize that these several year appointments are become more essential than ever.
