Interview: new Vinexpo CEO Rodolphe Lameyse

In his first interview since taking over at Vinexpo, CEO Rodolphe Lameyse talks to Arabella Mileham about the importance of climate change, attracting an international clientele, and why Vinexpo Bordeaux is so successful

Rodolphe Lameyse, directeur général de Vinexpo, Bordeaux

Vinexpo Bordeaux is back with a bang this month, celebrating its 40th year and its 20th edition in a revamped venue and with a new CEO at the helm. Rodolphe Lameyse only joined the team last month, a year after the departure of his predecessor, Guillaume Deglise, but he is certainly looking forward to the challenges of the job.

As Lameyse points out, his appointment marks a change in direction, as he not only comes from outside of the wine business – he has a background in exhibitions – but also from outside France. He joins the team from Singapore, where he managed Asia’s largest trade show dedicated to the food, beverage and hotel equipment industry, the Food & Hotel Asia portfolio, for the Informa group.

“I have spent six years in Asia, so I hope I can bring different angles to the company on how to expand and how to deliver the international shows,” Lameyse tells the drinks business in his first press interview as the new CEO.

“Bordeaux is the first show, then soon afterwards Shanghai, Paris, Hong Kong, New York then Vinexpo Explorer in September, so there are lots of events going forward, and that’s where I can bring my expertise.”

However, despite the continuing development and expansion of the brand internationally, Vinexpo Bordeaux remains key to the Group’s DNA, according to Lameyse. He says the personality of the show is closely bound up with the historic city, the surrounding region, and the strong ties it has with local partners.

As a result of these factors, Vinexpo is the first to benefit from the considerable investment in the Parc des Expositions, including the €34.7 million (£29.9m) project revamping Hall 2 inside the venue, that was accelerated by Bordeaux Metropole and the Regional Council of Nouvelle-Aquitaine.

It is a great honour for Vinexpo to be the first to use the new Hall, Lameyse says, and testament to the close working relationship Vinexpo has established with the city and with the Bordelais. The investment will also make a big difference in terms of quality and experience for exhibitors and visitors, he says, having introduced a new reception area and more than 14,000m2 of exhibition space.

“We will be the first to use it in Bordeaux, which is a big privilege so we’re really looking forward to it.” According to Lamayse, the city of Bordeaux remains at the heart of Vinexpo, and not just as a backdrop.

“Any visitor coming to Bordeaux will be amazed by the harmony between the city, the region and the show. It’s not just a visual thing, but true in terms of transportation, with the Citypass, which enables you to travel within the city for free, and the hospitality professionals and different hotels in the city – all have their heart beating at Vinexpo. So you’re not only going to a show, but to experience the art of living and the art of doing business at Vinexpo, and really experiencing the Bordeaux area,” Lameyse says.

This year’s show will cover 70,000m2 of exhibition space, which the organisers say makes it the largest international wine and spirits trade show in France. But the fair has also been designed to be “more manageable ” than ever before, with bookable business meetings, and trend-driven content.

Other improvements that have been made this year include a new reception and information areas at Bordeaux-Merignac airport and Bordeaux Gare Saint-Jean railway station, to help smooth visitors’ arrival in the city.

Act for change

“We will not cover topics based on what we think is important, but based on the requirements of the overall industry”

One of the biggest highlights of this year’s show is the inaugural Vinexpo Symposium, on Tuesday 14 May (Salle 8, Hall 2), which will tackle one of the hottest topics of the day – the impact of climate change on the wine and spirits industry. The one-day event, which is being run in partnership with Nouvelle-Aquitaine Regional Council, will bring together an impressive panel of high-level international speakers, including researchers, wine producers and economists to shine a light on how the industry is adapting to the challenges presented by climate change, not only in the vineyards and with regards to wine production, but also the likely business impact and how to tackle those challenges.

The speakers are impressive, including: Michel Jarraud, the secretary general emeritus to the UN World Meteorological Organisation; Jean-Robert Pitte, president of the French Wine Academy; Nicolas Feuillatte, deputy director general of the Wine Centre-Champagne; Laurent Panigai, oenologist; Philippe Mauguin, president of the French National Institute for Agricultural Research; and Pau Roca, director general of the OIV, as well as a host of CEOs of wine producers, including Spanish wine giant Miguel Torres and Katie Jackson of Jackson Family Wines.

“If you’re coming to Vinexpo Bordeaux, apart from the business element, one thing is to come for the Act for Change event,” he says. “It is a highlight of the show, partly as it is the first time we’ve done it, but also because of the great content, the high-level international speakers, and the urgency of the issue of the climate change on our industry. Here in Bordeaux, no-one can deny there’s a change in the climate, especially when you’re in a business that is so highly dependent on it.

“Vineyards are the first natural elements to be affected by climate change, and this industry has not waited until recently to adapt, they’ve been working on it for the past 20 years, especially in Bordeaux, which is why we’re doing the event here,” Lameyse explains.

The topic was an obvious choice for the team, and one that is likely to be revisited over the next few years, as the show demonstrates its commitment to the industry by addressing some of the most compelling and relevant topics.

“It’s certainly not a one off – it’s not likely the issue of climate change will vanish in the next two to three years – so we will continue to discuss the latest progress and what’s moving forward in this area. But we will not cover topics based on what we think is important, but rather on the requirements of the overall industry.”

Lameyse says it shows how Vinexpo is going the extra step to contribute to the industry.

Direct sales

“Any visitor coming to Bordeaux will be amazed by the harmony between the city, the region and the show,” Lameyse says

Another hotly anticipated event in Vinexpo Academie is the investigation into the growth of e-commerce and direct sales of wines. The session, held on Monday 13 May (Salle 5, Hall 1) will feature the CEOs of online marketplace Vivino, the IWSR, giant digital Italian wine shop, Tannico, and Belgian-based wine box service Le Petit Ballon.

“It’s always very important for any industry to be in it, but what are the practical implications on the business?” Lameyse asks.

He argues that part of the success of the show lies in the quality of the content, the high-level tastings on offer, and the French mixture of wine, events and entertainment – and he’s clearly excited about some of the new events.

“Vinexpo is a French company, and the tradition with a French company is that we like to mix business with entertainment, so we have a range of quality events that will be held alongside the show,” he explains.

On the Sunday afternoon, Vinexpo will throw its doors open to the general public for the first time, for a giant tasting, The Grand Dégustation. A cross-section of wines and spirits from Vinexpo’s exhibitors will be available to sample, highlighting the importance of meeting the end consumer as well as buyers and suppliers.

“It marks an opportunity to bring to the Bordelaise wine from all over the world,” Lameyse notes. “It’s the first time we’ve run it, and it’s a great idea.”

The show’s organisers have also added the grand Les Diners du Palais, on Tuesday 14 May – a new gala event in which exhibitors can welcome guests to the Palais de la Bourse, where their own wines will be served, paired with menus prepared by Michelin-starred chefs.

A new food meeting, organised by AANA (Nouvelle-Aquitaine Food Agency), will be run on Monday 13 May (Salle 9, Hall 2) to attract more catering buyers to the show, and The Blend, the popular after-work networking party, will return to le Palais de la Bourse on the night of 15 May.

All in all, it is a “top-notch event” in terms of quality and performance, Lameyse argues, in an environment that facilitates business and deepens the relationship between stakeholders, exhibitors and buyers with the delivery of high-end content as the “cherry on the cake”, Lameyse says.

WOW! returns

There has been ‘significant growth’ in WOW!, up from the 120 exhibitors in 2017 to 150 this year

2019 will also see the return of WOW! (World of Organic Wines), the area dedicated to organic and biodynamic wines, which proved a hit when it was introduced in 2017. Around 5,600 people – most of them targeted decision-makers – visited the show-within-a-show over the four days of Vinexpo 2017, and the organisers are hoping to see even greater success this year, complemented as before by restaurants that serve only organically sourced food.

Lameyse points out that there has already been “significant growth” in WOW! this year, up from the 120 exhibitors in 2017 to 150 this year, originating from 10 different countries.

Exhibitors confirmed this year include Château De L’Ou, Château Beaubois, Château Des Bachelards, Mas Du Novi, Bodegas Tempore, Vendrame, Biotiful Wines, Domaine Louis Magnin, Château Des Coccinelles, Bodegas Las Cepas, Champagne Bruno Michel.

Visitors have the opportunity to meet producers in one centrally located place, identify trends and source products more easily, and develop new business channels to benefit their company, while exhibitors benefit from the global reach of the wider show.

“The business is the main target and the main object of Vinexpo Bordeaux, but you can see that the conferences and WOW! are probably giving a consistent view of where we’re going to in terms of direction about a more sustainable, long-term vision, and shaping of the future of wine and spirits,” Lameyse said.

International interest

This year will see 15% more exhibitors than 2017, Lameyse points out, representing a total 1,600 companies from 29 wine-producing nations, including three countries that are exhibiting for the first time: Sweden, Turkey and Vietnam.

Lameyse said this is likely to surprise many people. “I knew South Asian countries were producing wine, but even I wasn’t aware they were exporting, or that Sweden was for that matter,” he admits. “That’s really quite surprising but we’re very happy we’re able to welcome new countries and those you don’t see very often, such as Georgia and China, alongside the more traditional countries like France, Italy, Spain and the US.”

A breakdown of producers shows that while the majority are still wine producers, nearly a third (27%) produce sparkling wine and Champagne, and around 10% are spirits producers.

French companies due to exhibit at this year’s show include Champagne Bollinger, Henri Bourgeois, Minuty, GH Martel & Cie, Les Grands Chais de France, Champagne Nicolas Feuillatte, Albert Bichot, Joanne, Baron Philippe de Rothschild, Bernard Magrez, Paul Mas and CVBG-Dourthe Kressmann, with international companies including Clos de los Siete and Catena Zapata from Argentina, Robinson & Sinclair from South Africa, Félix Solís Avantis and Marqués de Cáceres from Spain, Italy’s Piccini and China’s COFCO Greatwall.

According to Lameyse, trade shows such as Vinexpo Bordeaux have a duty to be international not just for the sake of the exhibitors but also for visitors, and the team target specific areas in order to attract the best qualitative buyers.

“It’s been like that for many years, but we’re investing more and more in reaching new territories and regions, and have them involved,” Lameyse explains.

Key buyers come from throughout the industry, from importers and exporters, to retailers, wholesalers, e-commerce, the catering and hospitality sector and specialist organisations. The top five visitor nations outside of France comprises China, the US, Spain and Italy, which are both new to the top five, and the United Kingdom.

Although Lameyse is the first to admit that when it comes to trade shows “one size doesn’t fit all”, with Vinexpo’s ever-expanding portfolio of events, visitors can cherry-pick according to their needs.

“One of the main differentiating factors about Vinexpo is that we are offering the best platform to fit your needs, whether you’re an exhibitor or a visitor,” he says.

“We are the only trade show to have a footprint in all three major continents in the world – Asia, Europe and the US, and our aim is not to remain at this level, but to consolidate our position in Asia, even up our position in the US and regain leadership in Europe.”

40 years young

As Lameyse concludes with a grin, the show may be celebrating its 40th year, but it is far from having a midlife crisis.

“Vinexpo as a company is really strong, and I’m happy to take the leadership of it to help it develop into a strong, really international presence, a process that has been initiated by the team here in Bordeaux and under the leadership of Patrick Seguin, who is one of the most renowned people in the wine industry. So it’s a legacy for me to continue to deliver this plan for the future.”