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Vinexpo Asia Singapore chooses USA as Country of Honour

27 March 2023 By Nimmi Malhotra

Singapore is gearing up to host Vinexpo Asia at Marina Bay Sands on 23-25 May.

Rodolphe Lameyse, Vinexposium CEO, spoke at a press briefing held in Marina Bay Sands, Singapore, where he revealed the USA as the country of honour.

“The USA as the country of honour is very meaningful. It’s a gathering of three wine regions (who are) among the biggest in America,” said Lameyse. The regions comprise California wines, the Oregon wine board and Washington wine who will mark their presence in a joint pavilion and will host a series of masterclasses led by renowned writer Elaine Chukan Brown and Master Sommelier Evan Goldstein.

Vinexposium returns to Asia after a four-year hiatus due to Covid and has moved its Asian base from Hong Kong to Singapore. While the Singapore expo is only half the size of Hong Kong, Lameyse stated the exhibitors’ response has exceeded their expectations. He confirmed “1000 wine producers on the show floor coming from 35 countries.”

The expo expects 8000 trade guests, most of whom will be from Singapore and Southeast Asia countries. In addition, he said, Vinexpo Singapore has registered a high level of interest from Mainland China and Hong Kong. “It means there is an appetite, on this side, about sourcing new products and making some purchase again.” These are markets Lameyse did not count on, given the prolonged Covid restrictions.

On the choice of Singapore, Lameyse noted that while the “response at the beginning when we announced we are going to be in Singapore was a bit sceptical,” the exhibitors were convinced in favour of Singapore quite quickly.

The ease of access, reliability of the political environment, and accessible transportation within the city were key factors supporting the decision. He shared with db that the relocation of key Asian wine players from Hong Kong to Singapore and the presence of wine clubs like 67 Pall Mall tipped the scales in the city’s favour. “The fact that 67 [Pall Mall] is here meant a complete change in the market,” he said.

“Organising the event in Singapore is easy-peasy. Probably the most challenging point is that it is the first time,” he said.

As for Hong Kong, Lameyse is far from writing the city off. He is embarking on an Asian roadshow soon, and Hong Kong is one of the key stops, in addition to Korea and Japan. He said Vinexpo would explore alternating between the two cities if the political climate allows it.

“Vinexpo will be in Singapore for the long term, no doubt,” said Lameyse. “But very likely, we will do even years in Hong Kong and odd years in Singapore.” Further, he confirmed a real possibility of Hong Kong hosting Vinexpo Asia as early as 2024.

He added: “I think Vinexpo Asia- Hong Kong can serve the market in China, and Vinexpo Asia and Singapore will serve the regional market of Australasia.”

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