Vinexpo Explorer brings top 100 buyers together at inaugural Austrian event
Vinexpo is making further strides to differentiate itself from other international trade shows by launching a new initiative, Vinexpo Explorer.
The new initiative will bring together the world’s Top 100 wine and spirit buyers at key networking events in emerging and trending wine countries.
In a nutshell, the new initiative will see Vinexpo identify who it sees as being the most in uential and important wine and spirits buyers across all the major export markets. It will then invite them to attend two- day Explorer events in key, up and coming wines and spirits regions or countries of the world.
The initiative is all part of the trade show’s commitment to offer the global wine and spirits industry more than a bi-annual event in Bordeaux, supported by exhibitions in Hong Kong, Tokyo and New York. Vinexpo Explorer very much encapsulates its desire to introduce measures designed to bring producers and key buyers together to help them work better together and ultimately do business.
WE WANT TO CREATE A COMMUNITY OF BUYERS AND IT IS ALSO A CHANCE FOR US TO GET TO KNOW OUR BUYERS BETTER
The first Vinexpo Explorer event will take place in Austria on September 11-12 thanks to a new link up with Austrian Wine.
But beforehand it has set itself quite a task. Just who do you include in such an illustrious list and do you not risk putting some pretty prominent noses out of joint by not including them in your rst Top 100 list? With so many key markets and buyers to choose from, it is going to be fascinating to see who makes the final cut.
But Vinexpo’s chief executive, Guillaume Deglise, believes this new “revolutionary approach” is needed to help bring buyers and producers closer together.
It will take buyers from mixed retail backgrounds and encourage them to swap ideas, and share experiences and insights. Be they a Scandinavian monopoly, a multinational hotel group, major supermarket chain or restaurant group. The final selection of buyers will, he says, reflect the “complexity” of the wine and spirits trade.
The list of 100 buyers will be tweaked year from year to suit the nature of the event being held. The inaugural trip to Austria in September, for example, will be exclusively wine buyers to work with the programme being devised by Austrian Wine and its managing director, Willi Klinger.
Klinger sees this first event being an enormous opportunity to translate growing interest in Austrian wines in to hard sales over the coming years. “It’s great exposure for us and a chance to transport the image of Austrian wine into sales,” he said.
Klinger hopes the event will help its three year strategy to grow Austria’s global exports from around €150m a year to nearer €200m.
The Vinexpo Explorer events will be backed up by further buyer networking opportunities both at Vinexpo Bordeaux and its sister events in Hong Kong, Tokyo and New York.
The two-day Explorer events are designed to give buyers the chance to take part in one to one meetings with producers and taste special wines and spirits from the host country not possible on any normal trade visit.
They will also include business workshops in which buyers will be expected to work in small groups with their fellow buyers to discuss and analyse key trading issues for the host country or region and then feedback their conclusions to the wider group.
Vinexpo will use its database and knowledge of the global buying scene to identify the top 100 buyers to invite.
Guillaume Deglise says it is too early to say where future events will be held but said it was an ideal vehicle to take buyers to explore the whisky distilleries of Scotland or the wineries of Oregon or Swartland in South Africa. The key will be to offer buyers “intimate contact with producers from all over the world”.
Photo: Willi Klinger – Managing Director, Austrian Wine