Vinexpo: How A Wine Show In Bordeaux Shapes What You Drink Every Day

Apr 18, 2016

(Forbes) - Black-tie parties at lavish Bordeaux châteaux and champagne cruises along the Garonne — they may seem far removed from the modest dinner you’ll have this evening, but if you’re enjoying wine with the meal, they are more connected than you realize. Every bottle, whether from a store or restaurant, has gone through many hands to get to your table: winemakers, brokers, exporters, importers and distributors. And for every treasured wine the sommelier discovered while biking through France one summer, the majority of the list are the result of many meetings and tastings — and Vinexpo, held every two years in Bordeaux, is where for many wines, that journey begins.

Last June, Vinexpo brought 50,000 visitors to taste wines and spirits from 2,350 exhibitors from 42 countries. The posh evening events are entertaining, but by day it is a trade show like any other. Prospective customers wander miles a day through 13 acres of exhibition space, where wineries and distilleries, big and small, each have specific goals — a Chilean winery wants to crack the Asian market or an Irish distillery needs a new U.S. importer. Some wineries have built mini-palaces within the hall, complete with luxurious tasting areas and meeting spaces, while smaller brands may have only a simple booth, with a few bottles and a welcoming smile. Many wineries have grouped together, within their region, to create a larger presentation space and, hopefully, a bigger draw.


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