An exhibitor examines a bottle of wine during the Wine Paris and Vinexpo Paris trade show on February 14, 2022 (AFP/STEPHANE DE SAKUTIN).
Alongside traditional grape varieties, winemakers from around the world will offer non-alcoholic wines or reds to be enjoyed fresh at the Wine Paris and Vinexpo Paris trade show for three days in Paris. They hope this will appeal to a growing number of consumers who are drinking less of this beverage.
For the 5th edition of the Wine Paris and Vinexpo Paris trade show, the largest event for wine and spirits professionals in France, some 3,900 exhibitors will welcome exporters, restaurant owners, wine merchants, and sommeliers from Monday to Wednesday. Around 40,000 visitors are expected at the Porte de Versailles exhibition center.
The trade show “aims to find commercial outlets both in France and abroad,” emphasizes Rodolphe Lameyse, general manager of organizer Vinexposium, to AFP.
The wine and spirits industry is at a turning point in his view. In addition to the impact of climate change on vineyards, winemakers are faced with increased costs, purchasing power crises, and geopolitical uncertainties.
For economic reasons or in a spirit of moderation, wine consumption is generally decreasing, both globally and in France, where it has fallen by 70% in the past 60 years.
“The global market is shrinking, and market shares are becoming more expensive,” notes Rodolphe Lameyse. According to him, innovation and upgrading are key, but “not everyone has the capacity to do one and/or the other.”
Some vineyards are still doing well. Champagnes and Burgundies continue to benefit from their reputation. “Premium and super premium” wines are not in decline, observed Michel Chapoutier, president of the national wine merchants’ union (UMVin) during a presentation of the trade show in November.
“The new generations are drinking drinks that come out of the fridge or sparkling wines,” comments Michel. Wines seen as fresher, such as pinot noir from Alsace or reds from the Loire, have been able to adapt to these changes.
The regions where programs for the destruction of wine surpluses have been implemented in France correspond to “entry-level wines that don’t find buyers.”
Several measures have been announced by the government during the recent agricultural crisis, including emergency aid of 80 million euros to help winegrowers hit by climate-related events, health issues, or low prices.
A fund of 150 million euros over two years is also planned for the restructuring of vineyards, especially in regions suffering from overproduction, such as the Occitan vineyard or Provence-Alpes-Côte d’Azur (PACA). This fund will support temporary vine removals for replanting more suitable grape varieties and permanent removals for vine growers wishing to diversify.
The Minister of Agriculture, Marc Fesneau, will inaugurate the trade show on Monday. The government aims, beyond supporting the sector, to “also support the excellence of the French wine and spirits industry, which is a champion in exports,” according to the ministry.
According to a study by the Deloitte firm for Vin et Société, a promotion and defense structure for the industry, the wine and spirits industry generates 60 billion euros in turnover per year in France and represents 254,000 full-time jobs from production to commercialization.
In 2022 and 2023, France exported more than 20 billion euros worth of beverages annually, across all types of beverages.
Established in 2019, the Parisian trade show is becoming increasingly important and attracting more international exhibitors (the space dedicated to them has increased by 72% compared to 2023). For the first time, official delegations from Australia and New Zealand will be present, while Italian winemakers will occupy an entire hall by themselves.
“Some small importers do not have the means” to attend trade shows in various countries, “they need to be given the opportunity to do their business in one place,” notes Rodolphe Lameyse.
