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Sun. Jul 14th, 2024

Vinexpo Asia exceeds expectations with a 40% increase in visitors, driven by China

By Vaseline May31,2024

After a six-year hiatus, Vinexpo Asia, the region’s premier wine and spirits trade show, made a triumphant return to Hong Kong this week, attracting more than 14,203 visitors from 60 countries. The turnout exceeded expectations by more than 40%, thanks in part to a strong comeback by Chinese wine buyers.

“Vinexpo Asia is buzzing with the sound of reconnections, new discoveries, tastings and conferences that illustrate long-lasting partnerships and friendships. This is what I call the spirit of ‘Eternal Sunshine’ between Vinexposium and the wine and spirits community in Greater China,” said Rodolphe Lameyse, CEO of Vinexposium Group.

The event that attracted 1,032 producers by 35 countrieswas attended by 14,203 visitors by 60 countries, much higher than the originally expected number of 10,000. The business matching service facilitated deals between buyers and exhibitors via the online platform 4,237 pre-booked meetings.

From left to right: Rodolphe Lameyese, Bernard Chan, Bertrand Lortholary, Dane Cheng at the opening ceremony of Vinexpo Asia Hong Kong (photo: Vinexposium)

More than 30% of exhibitors came from France, reflecting the importance of French wines in the Asian market. Australia’s wine industry also made a big splash with 85 wineries signed in honor of China’s lifting of retaliatory tariffs.

Founder and editor of Vino Joy News, wine journalist Natalie Wang said: “Following the removal of tariffs in April, Australian wine exports experienced explosive growth of more than 8,000%, demonstrating that the Chinese market still has strong interest in Australian wine.”

Other top destinations for exhibitors represented at the fair included Italy, Spain, Chile and China.

China’s strong comeback

Meanwhile, China was undoubtedly the buzzword of the event, with producers and buyers eager to learn more about the rapidly changing consumption trends in the world’s largest consumer market.

Visitors to the fair were mainly from the mainland China, Hong Kong, Macau and Taiwan markets, accounting for 75%. This reflects a shift in attendance at international trade events, with visitors now most likely to attend trade shows within their region, a trend that Vinexposium Group CEO has referred to as “continentalization”.

Don Siebers, co-partner of Wajiu China, said during a packed session on the future of the Chinese wine market with ‘Industry Titans’ hosted by Vino Joy News during the show: “Unlike the ‘El Dorado’ approach of the past, marketing to today’s consumers in China requires a more proactive and educated approach as they embrace technology and AI in their understanding and purchasing of wine. Wine drinkers are becoming increasingly sophisticated in their tastes and drinking not what they should drink, but what they like to drink, as evidenced by the growth in white wine consumption, which has grown by 40% from barely existing a decade ago.”

Meanwhile, Rodolphe Lameyse highlighted some of the many challenges currently facing the sector in his opening speech, from socio-political and economic factors to climate change. from a “pull” to a “push” approach, adding that Vinexpo Asia is an ideal platform to support them in this.

Full participation in the Vinexpo Academy

The Vinexpo Academy once again this year offered a rich program of more than 50 conferences, masterclasses and tastings, all welcome and very well attended by both producers and buyers keen to build on their knowledge and understanding of industry trends.

“Our 2024 edition continued the legacy of the Vinexpo Academy of developing expertise, encouraging innovation and promoting excellence, and of course adding value to the Vinexpo experience. We believe we have delivered what our industry needs to help them navigate the challenges and opportunities of the rapidly developing Asian market. said the CEO of Vinexposium.

Vinexpo Asia is leading the way

Vinexpo Asia has become the region’s flagship event since its first edition in Hong Kong in 1998 and continues to be the driving force behind the development of Asia’s wine and spirits industry.

The annual trade fair is now presented alternately between Hong Kong and Singapore. The two events complement each other perfectly and provide industry stakeholders with the opportunity to focus on the Greater China and Southeast Asia markets. The next Vinexpo Asia will take place from May 27 to 29, 2025 in Singapore.

Concluding this edition of Vinexpo Asia, Mr. Lameyse said, “We are absolutely happy to be back in Hong Kong and such a great welcome makes us feel like we are coming home. I believe that has been the case in recent days reinforced the show’s status as the region’s premier event for the wine and spirits industry and underlined Hong Kong’s position as the undisputed wine and spirits center for Greater China. 2026 is just around the corner, we will be back!” said Rodolphe Lameyse, CEO of the Vinexposium group.

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