The organiser of the Wine Paris trade exhibition has predicted that the larger spirits brand owners will be present at the event in an exhibiting capacity in the near future.
The likes of Diageo, Pernod Ricard and Suntory Global Spirits have eschewed European trade shows such as Wine Paris and ProWein, preferring to host stands at channel-specific events, including Bar Convent Berlin and TFWA World Exhibition & Conference. However, having split the focus of next year’s event three ways – consisting of the wine show along with ‘Be Spirits’ and ‘Be No’ (no- & low-alcohol) – organiser Vinexposium has expressed confidence in its ability to lure spirits multinationals.
“Historically, they have considered trade shows as a platform on which to develop their distribution network,” said Vinexposium CEO Rodolphe Lameyse (below) at a press briefing in London yesterday (3 December). “They haven’t needed us to help them develop a travel retail network, for example.
“I believe that will change soon.”
Answering a question put to him by Global Drinks Intel, Lameyse flagged that Moët Hennessy, which owns a raft of spirits brands including Belvedere vodka, Hennessy cognac and Glenmorangie scotch whisky, has booked a stand for its high-end wine portfolio at the 2026 show.
“For international spirits producers, I’m sure they will come,” he added. “It’s a matter of time. They will see the show is developing and they’ll have no choice but to exhibit, in order to show the power of their brands. Right now, they’re looking at us from afar, though they often come as visitors.
“Give us two or three years and they’ll be here.”
Next year’s Wine Paris, Be Spirits and Be No take place between 9 and 11 February.
