Wine Paris, the first trade fair of the year, attracted record numbers of exhibitors and visitors. According to organizer Vinexposium, the event welcomed 52,622 industry professionals (+28%) from 154 countries. Now in its sixth edition at the Expo Porte de Versailles in Paris, the fair saw international attendees make up 45% of the total. Exhibitor numbers grew by 25% to over 5,300, with the space allocated to international exhibitors expanding by 80%.
“The show is going very well,” said Wine Paris CEO Rodolphe Lameyse at a press conference on the second of the fair’s three days. “Not only were many visitors and exhibitors in attendance, but business was also being conducted—something that had been lacking in the previous year.”
At the opening, three French ministers—from Agriculture, Trade, and Tourism—were present, underscoring the importance the French government places not only on the wine sector but also on the trade fair itself.
From climate change and harvest losses to shifting consumption patterns and geopolitical tensions, Agriculture Minister Annie Genevard emphasised that the wine industry must regain its nerve.
For Laurent Saint-Martin, Minister for Foreign Trade, Wine Paris primarily serves as an opportunity to explore new markets—and perhaps even find a solution to tariff barriers. He offered assurances that the government stands firmly by the side of producers and will do everything possible to prevent unjust trade measures.
Tourism Minister Nathalie Delattre, unsurprisingly, highlighted the importance of wine tourism, which has seen significant growth since 2016. Last year alone, 12m people visited vineyards or other wine-related destinations. To further enhance France’s appeal in the competitive global tourism landscape, particularly against Italy and other top destinations, she announced plans to develop a strategic roadmap.
Three of five halls dedicated to French wine
Of the five exhibition halls featuring wine industry exhibitors, three were dedicated to French wine regions, while one housed international exhibitors, and another was reserved for Italy.
Despite the positive feedback from international exhibitors, Wine Paris remains heavily focused on France. According to Rodolphe Lameyse, the largest exhibitor was the Bordeaux region, followed by Italy and Spain, which were each represented through their respective regional consortia.
The crisis-hit French wine industry is seeing its first signs of revival at the trade fair. "We have a notebook full of appointments. Wine Paris is maybe the first good sign for the French wine industry," said Christophe Chateau, Communication Director of Conseil Interprofessionnel du Vin de Bordeaux (CVIB).
After massive harvest losses and significant reductions in vineyard acreage, good news has been scarce in Bordeaux. Now, the region is looking to counter these challenges with adapted offerings and new products: growth in Crémant de Bordeaux, wine on tap, and ‘Rouge Frigo’—a light, fruity red meant to be enjoyed chilled. The goal? Attracting a younger generation of wine consumers.
Success for NoLo
A popular section was devoted to spirits and, especially, NoLo, where dealcoholised wines were exhibited alongside sparkling teas, proxies and Le Vin, a new AF product that has not been through any process to remove its alcohol, relying instead on a novel form of fermentation.
Not all the non-alcoholic brands were exhibited in their own section. Over in the French hall, the staff working for another non-alcoholic brand Chavin which was founded by the creator of Le Vin, were positively glowing.
“We grew 40% last year,” said Lorris Cazals, Sales Director. “It’s led, obviously, by non-alcoholic wines, but also with our wines with alcohol.”
He said the company had done market research to find out who their customers were, and had discovered they were often educated, urban women who are concerned about food, who are looking for alternative drinks, from non-alcoholic beers and spirits to kombucha.
“And a younger generation that has no experience with wines, so they have no expectations,” around non-alcoholic wines. “They go for it and give it a try.”
Chavin have also had success with their alcohol-free (but not de-alcoholised) products in halal markets, including a listing on Qatar Airways. But, said Cazals, most of their success comes from markets where people have a wine ritual that they want to replace now and then with a non-alcoholic option.
Prime location for the international hall
The international section was strategically positioned along the main walkway from the entrance to the French halls. This prime location allowed exhibitors along the central pathways to not only hold pre-scheduled meetings but also establish new contacts, while visitors had more opportunities for discovery and inspiration.
German exhibitors praised the high quality of business discussions. “We also had a surprisingly large number of spontaneous encounters,” noted Louis Guntrum of Weingut Guntrum in Rheinhessen. But some also noted that the true success of a trade fair often becomes clear only afterward.
“How good a fair really was and whether the contacts made turn into actual customers is something you only find out later,” said Stefan Sander of Weingut Sander in Rheinhessen.
He exhibited as part of the shared booth organized by Germany’s Federal Ministry of Food and Agriculture, where 51 wineries had secured a presence.
Several German exhibitors participated with their own stands, including Henkell Freixenet. Despite representing French brands such as Champagne Alfred Gratien and Gratien & Meyer (Crémant), the company chose to remain in the German exhibitors’ area and the international hall.
"We are very happy with how the fair has gone," said spokesperson Vanessa Lehmann. While some initial logistical challenges arose—such as a shortage of glassware—the issues were quickly resolved. On the product side, she felt well-prepared for the fair. "Each strong brand is complemented by a matching NoLo offering. Alcohol-free is a category with great potential for the future and we believe it will achieve a 10% market share long-term", said Lehmann.
Some exhibitors faced more difficult conditions due to stand locations in less busy areas. “I had good conversations, but there could have been more,” noted Peter May of Weingut Karl May, who opted to exhibit in Paris this year instead of Millésime Bio.
Among the happy exhibitors on the South African stand was Mike Ratcliffe of Vilafonté who said “It’s been excellent. Our best trade show ever.” Though he added he’d done huge preparation before arriving, from booking appointments with buyers to scheduling existing clients. “Like all shows, it’s going to be a huge success for people that are organised and prepared and a complete disaster for people that just think that business is going to land in their laps.”
Ratcliffe said their sales had been up 34% on last year, and after Wine Paris, he expected that number to rise even higher.
Dorli Muhr of Weingut Dorli Muhr in Carnutum, Austria was also positive “I came in 2020 and it was very focused on French wines,” she said. “Now it feels very international.” She said she’d had plenty of appointments and so much interest that the stand’s coffee maker had run out of coffee.
Extensive conference program at Wine Paris
"We are more than just a trade show organizer. Wine Paris is about sharing, learning, and connecting. For us, it’s important to offer valuable content to the visitors," said Rodolphe Lameyse, CEO of Vinexposium. This commitment was reflected not only in publications like The Daily and The Voice, but even more so in a comprehensive conference program. As Lameyse pointed out: "When the business is difficult, people need more information."
While some sessions—particularly at La WineTech—barely scratched the surface (for instance, music as a "technical innovation" in wine tastings), the Vinexpo-organized program often provided valuable insights.
A good example was the panel “Reaching Zillennial Consumers: New Rules of Engagement,” featuring Honore Comfort, Vice President of International Marketing for California Wines, and Mark Barden, Founder of EatBigFish. They presented new data from the US on digital natives. “Wine is rarely top of mind for this generation and lacks cultural energy."
To change this, a complete shift in product positioning is needed. “Wine could become the “champion for face-to-face social connection”, said Barden. "Moreover, we must engage and inspire the communities that shape preferences," he added. How? By expanding communication beyond the wine industry. Why not use the Super Bowl as a marketing platform?
At a Meininger’s International panel, the question of What Do Africa, Poland, and Brazil Have in Common? was raised. It turns out they are all emerging wine markets with double-digit growth potential. Anja Zimmer discussed with Chinedu Rita Rosa (owner of Vines By Rosa), Christian Burgos (founder of ADEGA Magazine), and Piotr Kamecki (Vice-President Europe of the Association de la Sommellerie Internationale) the importance of brands, pricing strategies, sales drivers, and other key trends shaping these markets, as well as the best approaches for entering these fast-growing regions.
What’s next for Wine Paris?
Overall, 55% of attendees came from France, while 45% travelled from abroad. According to Rodolphe Lameyse, the number of visitors from the U.S. was strong and growing, with attendance from the U.K. and Italy also on the rise. When asked about his wish list for next year, Lameyse's response was clear: "Maybe New Zealand. And more visitors from South America."
