At first glance, the numbers might suggest that the World Bulk Wine Exhibition (WBWE) is a modest event: just one hall and 249 exhibitors, albeit representing 25 countries. Yet, this annual event stands out as one of the most significant trade fairs on the wine industry calendar. The exhibitors and attendees who convened on 25 and 26 November 2024, in Hall 5 of the RAI Amsterdam convention centre represent approximately one-third of the global wine trade.
According to the Observatorio Español del Mercado del Vino (OEMV), 3.2bn liters of bulk wine were sold globally in 2023. However, these sales came at bargain prices, with the total trade value reaching just €2.3bn. Over a third of these exports (1.4bn liters) originated from Spain, at an average price of only €0.49 per liter. Unsurprisingly, a significant number of WBWE exhibitors hailed from the Iberian Peninsula.
For some exhibitors, however, the event was less about sealing major deals and more about maintaining visibility. Emiliano Soto Merino, representing the Spanish cooperative Manjavacas, greeted visitors from a prominently positioned booth near the entrance. He explained that Manjavacas, a WBWE regular for 15 years, wasn’t actively selling anything this year. The cooperative’s entire 2024 vintage had been sold out before the grapes were even harvested.
Different countries, different challenges
France
Other countries of origin were also well-represented with. France’s cooperatives, as in previous years, showcased their offerings at a large shared stand, primarily featuring producers from the southern regions. Among them was Cave La Romaine, which attended the fair for the second time and celebrated a Grand Gold Medal from the International Bulk Wine Competition, held just a day before the exhibition.
According to sales representative Natalie Michaud, the cooperative currently markets 80% of its production as bulk wine. Similarly, Walter Valgalier, responsible for bulk wine sales at Foncalieu—where half of the production is sold as bulk wine—remarked, “Bulk wine is the most important market for French cooperatives.”
Moldova
Moldova also returned with a prominent communal stand at the fair. According to Alexei Mocanu from Wine of Moldova, bulk wine accounts for 60% of the country’s wine exports, although the share of bottled wine is expected to grow in the coming years. Moldovan exhibitors expressed satisfaction with numerous business meetings, many of which were initiated after visitors sampled their wines in the Silent Tasting Area.
New Zealand and Australia
Exhibitors from overseas also made the journey to the WBWE, with some New Zealand producers showcasing two vintages. The differing demands of target markets became apparent: while buyers from price-sensitive regions like the UK specifically sought out the more affordable 2023 Sauvignon Blanc, Polish buyers sampled the 2024 vintage and placed orders without discussing price.
Exhibitors from Australia and Argentina brought significantly more optimism to this year’s fair compared to the previous year. Wayne Ellis of Duxton Vineyards, which produces approximately 42m liters of bulk wine annually, expressed satisfaction with the numerous contacts made within the fair's first morning. However, he said that prices for Australian red wine remained frustratingly low.
Argentine
Argentine producer Lost Valley's Javier Guiroy shared a different perspective. He was relieved to even be in a position to quote prices this year. In 2023, just one day before the WBWE, Javier Milei’s election as Argentina’s new president created significant uncertainty regarding export pricing. Fortunately, Guiroy noted, prices have since stabilized at a high level.
Looking ahead, Guiroy speculated that the U.S. market could become increasingly important for Argentine wine. He pointed out that Milei and former U.S. President Donald Trump share a close friendship. If Trump impose high tariffs on EU wine imports, this relationship could potentially benefit Argentine exporters.
Exotic players and instant wine
Germany
German exhibitors formed a small but distinct presence at the WBWE. Gerd Rehm from Peter Mertes, positioned near Manjavacas, emphasized that their primary focus was on showcasing alternative packaging solutions and value-added services, such as QR code application systems. However, there was also a true German bulk wine exporter in attendance: Wein in Baden GmbH. Founded in 2022, the company is still a “startup,” as managing partner Markus Ell humorously described it.
“For logistics companies, we’re real exotics,” Ell remarked. “They’re typically only familiar with the route in the opposite direction.” Despite this, the company had a busy schedule, having pre-arranged numerous meetings through the fair’s new booking portal, which Ell praised for its efficiency.
As anticipated, much of the interest centred on Riesling. Wein in Baden GmbH, true to its diverse approach, also markets bulk wine from other regions, such as the Mosel. In addition, the company offers a unique service: creating custom blends tailored to specific target markets in collaboration with its partners.
'Magic Wine'
A particularly exotic product caught attention at the WBWE: ‘Magic Wine,’ presented by Gustavo Torres from Argentina’s Valquiria.
This innovative creation consists of freeze-dried grape concentrate and fermentation yeasts, designed to be mixed with water in a one-to-five ratio and then fermented into wine. Remarkably, the packets’ labels even feature technical details such as residual sugar, volatile acidity, pH levels, and alcohol content.
The concept behind Magic Wine is simple yet original: to drastically reduce logistics costs. Instead of shipping heavy, space-consuming water—which constitutes the majority of wine’s composition—the concentrate, effectively wine without the water, can be easily transported and then reconstituted at its destination.
While this novel approach to winemaking is unlikely to comply with EU regulations, it has already attracted customers in Colombia and Ecuador. Torres noted that Magic Wine, despite having been on the market for only four months, is generating significant interest for its innovative and cost-saving potential.
New organization – mixed feedback
The WBWE 2024 marked a new chapter as the exhibition was organized for the first time by Vinexposium, the team behind Wine Paris. Feedback from exhibitors about the new organizers was mixed. Some participants noticed no significant changes compared to previous years and were even unaware of the management shift. Others, like Markus Ell, praised the new organizers, particularly for features like the appointment scheduling tool and the expansive gastronomy zone. However, criticisms were also voiced: exhibitors pointed to poor communication in the lead-up to the event, a confusing website, and—most commonly—a lack of seating. “We’re fighting over chairs here,” one frustrated exhibitor remarked.
Extensive Programm
Beyond the main exhibition, an extensive program of lectures and masterclasses enriched the event. The opening session, held in collaboration with the OIV, explored trends in the bulk wine sector. Sustainability and logistics were key themes on the first day, alongside country-focused presentations on Australia and Italian Pinot Grigio.
The second day shifted focus to dealcoholization—a seemingly paradoxical topic, as low-alcohol products are less stable and therefore less suited for transport as bulk wine. However, upon closer examination, the emphasis made sense: dealcoholization is primarily conducted on an industrial scale by large producers who purchase bulk wine.
In the final panel of the fair, Anja Zimmer, Editor-in-Chief of Meininger's International, spoke with Michelin-starred sommelier Job Seuren about the connection between the on-trade, gastronomy, and bulk wine. These two sides of the market might seem as far removed from each other as possible. Yet, Seuren believes that both can influence and inspire one another. Trends are often, though not exclusively, set in fine dining and Michelin-starred gastronomy. At the same time, what consumers choose to drink at home also shapes their preferences in the on-trade sector. This makes a regular exchange between these two worlds all the more important.
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