Vinexpo focus on emerging markets, the US (and better loos)

Attracting visitors from emerging markets is Vinexpo’s primary aim, although the show organiser will continue to devote attention to the developed but dynamic US market, with an event, if not full-scale exhibition, planned for the country within the next two years.

Speaking to the drinks business on day two of the exhibition, Xavier de Eizaguirre, president of Vinexpo – and director of Domaines Baron Philippe de Rothschild (DBPR) – explained: “The focus is now on emerging markets… and we need, from a production side, to develop these markets.”
 
Continuing he said: “The focus has been on Asia, China in particular – which offers huge potential for the future – and countries like Brazil, which is really becoming an important prospect.”
 
However, referring to major and longstanding markets he singled out the US, where Vinexpo last held a fair in 2004. “North America is the largest market in the world and will continue to be, so we are focusing more on it,” he said.
 
He admitted that Vinexpo would “do something in the next two years,” in the US, but he also said, “There is no Vinexpo Americas in the plan… the angle we may take for North America is slightly different, we have ideas, but there is no specific project finalised.”
 
When discussing changes to the biennial show in Bordeaux for this year, he stressed, firstly, the installation of a new tasting area. “We had several requests for a neutral area where people can taste products and so we created that this year, and it is booked solid.”
 
As for modernising the site, in particular the widely criticised lavatories, he conceded that this issue, despite improvements, continues to be a frustration for Vinexpo. “We do not own the building,” he said, “and the owners [Bordeaux city council] have priorities and budgets and so it is a struggle to get improvements, and no doubt the loos are a shame, but for this year the city of Bordeaux refurbished half of them.”
 
He added, “It will probably take two Vinexpos [to complete this task] and we are doing our best.”
 
Referring to other historic drawbacks of the Bordeaux show such as the shortage of accommodation and travel problems he added, “The issue used to be traffic and lodging, but both have been improved. We have more and better hotels and Bordeaux has changed so dramatically, the improvement has been incredible – the mayor Alain Juppé has done a fabulous job.”
 
Looking ahead, the next Vinexpo exhibition will take place in Hong Kong from 29 to 31 May 2012. It held its first Hong Kong show in June 1998, before moving the Vinexpo Asia-Pacific event to Tokyo for 2000 and 2002, and then returning to Hong Kong in 2006, 2008 and 2010.
 
The exhibition organiser has also held shows in the US, firstly in New York in 2002 and secondly in Chicago two years later, at McCormick Place.
 
Patrick Schmitt, 21.06.2011