Vinexpo Signs Strategic Agreement with Alibaba

Vinexpo has signed an important strategic partnership with China’s biggest online player, the Alibaba Group and its T-mall e-marketplace that will help it build its profile and reputation in China as well as promoting the platforms to Vinexpo’s exhibitors, producers and visitors.

A Memorandum of Understanding was signed on the opening day of this year’s exhibition by Vinexpo chief executive, Guillaume Deglise and Lei Zhao, Tmall’s director of fast moving consumer goods.

The four-year collaboration sees Alibaba’s B2C e-marketplaces Tmall,, and Tmall Global,, become official partners of both Vinexpo Bordeaux and Vinexpo Hong Kong.

Deglise told Vinexpo Daily that the partnership was significant for two reasons. Firstly it gives Vinexpo the opportunity to communicate with the important growing Chinese wine consumer through the Alibaba network and its social media platforms including Facebook, Twitter, WeChat and Wiebo.

“It is a great move for Vinexpo as it will help us re-inforce our brand and profile to Chinese wine professionals who are the biggest visitor group to both Vinexpo Bordeaux and in Hong Kong,” explained Deglise.

It will secondly be able to work with Tmall and help promote its annual 9/9 online ‘Global Wine Festival’ which was first held on September 9 last year and returns again in 2017. The partnership will see Tmall announce at each Vinexpo what its “Country of Honour” is going to be for that year’s 9/9 event. It was announced yesterday that France will be the highlighted country for the 2017 9/9 ‘Global Wine Festival’.

Alibaba Group’s chief executive, Daniel Zhang told the press conference announcing the Vinexpo and Tmall partnership that he sees the 9/9 festival as being the ideal “bridge” to help world wine producers connect with the fast growing middle class Chinese consumer that is embracing wine, and all the cultures from around the world that wine is helping to promote, more and more each year.

Photo: Daniel Zhang, Alibaba Group CEO; Lei Zhao, General Manager of Tmall Food; Guillaume Deglise, CEO of Vinexpo; Virginie Calmels, First Deputy Mayor of Bordeaux and Christophe Navarre, President of Vinexpo’s Supervisory board (l. to r.)