New World countries to pull out of Vinexpo? May 14, 2008
Richard Woodard
The New World is considering collectively pulling out of Vinexpo in favour of a rival event elsewhere in Europe, decanter.com has learned.
The idea, described by one interested party as 'very embryonic', comes amid mounting frustration at what is perceived to be an event favouring Old World producing countries, and more specifically France.
Generic bodies representing Australia, California, South Africa, Chile, Argentina and New Zealand met at Germany's Prowein trade fair in March to discuss the issue.
They decided to send out a questionnaire to key members of the international wine trade, asking their opinion of 'an exclusive professional wine show', slated for a major European city on the eve of next June's Vinexpo event in Bordeaux.
The round-robin email, sent by the grouping of New World producers, continues: 'While this would be an excellent and convenient opportunity for the international trade to meet with a large number of the New World wine producers in one location, most of which [are] not exhibiting at Vinexpo, it may require extra travel for trade guests. Therefore, we are currently studying the feasibility of such a wine show.'
Another option put forward is a 'New World Wine Show' over three days in London in September or October next year, replacing the generic tastings traditionally held by several countries.
'Vinexpo increasingly, we feel, is predominantly for French producers, and especially Bordeaux,' said Michael Cox, UK director of Wines of Chile. 'While the world of wine is there, it's not as powerful a vehicle as it could be for many New World producers.'
New World producers have made a series of complaints about the biennial Vinexpo in recent years. During the 2003 heatwave, the air conditioning broke down in one hall, affecting producers from Australia, South Africa and New Zealand in particular. Wines of South Africa, New Zealand Winegrowers and the Australian Wine Export Council all pulled out of the 2005 event.
Cox, who complained about the air conditioning at last year's Vinexpo, said New World producers were trying to maximise their opportunities, attracting buyers from all over the world. 'Vinexpo is one fair in the calendar and if it's not performing as it could or should, then we should look at alternatives,' he added.
'But I'm not suggesting for a moment on behalf of Chile that we're pulling out of Vinexpo. It would be wrong for that impression to be given. Nothing has been decided.'
Vinexpo said it would respond to the news tomorrow (15 May).
In San Francisco, Joseph Rollo, director of international programs at the Wine Institute, confirmed that 'our European office... has been involved in discussions about a possible event that would focus on New World wine producers' and take place in Europe around Vinexpo time.
'We would consider this an add-on rather than an alternative Vinexpo and have no plans to pull out of the show,' the Wine Institute said. 'Budget and interest permitting, we would expect to exhibit at the next Vinexpo.
'While we are not leading the charge, our members have had some longstanding issues with Vinexpo, and involvement has declined somewhat in recent years. In 2007, we had 20 exhibitors showcasing 100-plus wines' in the California pavilion.
Additional reporting by Howard G Goldberg in New York
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Having attended the 2003 Vinexpo as a NZ producer, I vowed I would not participate again. Not only were we treated extremely poorly over the whole air conditioning affair but the towns infrastructure did not cope with the numbers. We had to wait for over an hour for a taxi each evening after the event finished. Then there's the fact that the hotels treble their prices for the duration of the event (supply and demand of course!), and their service level drops by 50% when they realize you only speak English.
Andrew Shackleton, Marketing Manager Konrad Wines Ltd, Renwick, NZ
I really don't understand this little ongoing war between New World producers and the organizers of Vinexpo -which, by the way, Decanter has done its very best to keep alive, invariably taking sides against Vinexpo. I have been attending Vinexpo since 1987 and, really, there is no other show quite like it. It is the best.
However, like any show, Vinexpo is basically a platform and it is up to individual exhibitors to make as big a splash as they can or want. If an exhibitor comes to the fair half-heartedly and is also spoiling for a fight with the organizers then, sure, they might not be getting the most out of it. But who is to blame? It has been my experience that stands with New World producers do exceptionally well at Vinexpo -when they are there! New Zealand was essentially launched on the world scene at a Vinexpo way back when; their collective stand was taken under assault by visitors and the following year NZ came back with a fortress to keep them at bay! Chile's stand is always full of people, year in year out. What exactly is Mr Cox looking for? Buyers with checkbooks in their pockets? Give us a break!
I do not for one moment believe that New World producers (or any other collective exhibitors for that matter) are getting a raw deal from the organizers on purpose. When a country has an irregular presence at an exhibition, one year reserving 1000 sq.m. and the next half that, it is understandable that the organizers will allocate this space to someone else. This would explain why over the years some New World countries have moved from one end of the building to the other or to what could be construed as less desirable loations. Greece and other countries like Lebanon who have been clients since day 1 have retained the same locations since 1981.
Pulling out of Vinexpo, collectively at that, would be a huge mistake for New World producers, both commercially and politically. It is only fair that Bordeaux should be the city/region to host such a splendid meeting for the global wine industry. I'd like to hear suggestions as to where else an event like Vinexpo might take place (by the way, California tried and failed with LIWTF's support...) and if New World producers think that, by themselves, they can bring to London more than 10.000 visitors from abroad they are in for a shock.
Last year's Vinexpo was the best ever. I talked to scores of exhibitors from many different countries and they were all very pleased with their participation. The air conditioning was working everywhere and tasting conditions were near perfect. To claim otherwise is a lie.
It seems to me that some people are behaving like spoiled brats - or letting their inferiority complexes run amock.
Face it, people: neither Vinitaly, nor Prowein and certainly not London will ever be as successful as Vinexpo. Why sabotage such a great event (just because it is French)? Why harm Wine itself?
Constantine Stergides, Athens, Greece
I would really comment on Mr Stergides answer regarding Vinexpo attitude toward new world producers. Being a South African , I did not only suffer the unexplainable failure of 2003, but as well the arrogance of Vinexpo in try to sort out the problem. We are talking about Bordeaux, the 5th, or 6th city of France, and not a local new wine fair in the middle of Kazakhstan (sorry for Borat).
So in 2005, Wine of South Africa decided to withdraw from this event, and focus their budget to some more friendly wine exhibitions. And I agree that Vinexpo is being more and more a Bordeaux showcase, and I disagree with Mr Sterides when he says that the Chile pavilion is always full of people, my fellow Chilean winemakers will disagree...
Vinexpo is victim of his growth, and even if the 2007 edition was better, it is still very clear that we are welcome to a Bordeaux Fair, not a world wine Fair... but isn't it fair to promote your local products. Being French, I cannot be accused of "sabotaging" this French event, but a different attitude is required toward the non French producers, individuals, or as a group.
The result is that Vinexpo is not as oversubscibed as it used to be, and last year, some French producers were offered last minute bargains to fill the space, something unbelievable 4 years earlier when you had to burn candles in your local chapel to have hopes to get some space...
Prowein, Vinitaly or smaller events like Vinoble do not have the weight and momentum of Vinexpo, and might never gain this status. However, if Vinexpo wants to be THE world wine fair, it has to improve its social skills with New World newcomers. And only at this price they will maintain their leading status. Changes are not taking place naturally, so some pressure from key players, that might not have been so important in 1981, will help Vinexpo to adapt to the market... as we all have to adapt to the market, as wine producers from South Africa, or from the
Roussillon.
Jean Vincent RIDON, Owner and Winemaker - Signal Hill Wines (South
Africa) and Le Signal (Roussillon)
I don't think that visitors would notice if the New World weren't there and would they care? The success of Vinexpo is that we all want an excuse to go to Bordeaux once every two years, not for Vinexpo but for the events around it. Admitedly, Vinexpo saves us the hassle of more travel by putting so many Suppliers in one place, however, that is exactly why an alternative show for the New World in Europe wouldn't work…we don't want more trade shows and we don't want to spend more time away from home or our busy work lives. If they were to put the New World show right before Vinexpo, it would make the trip too long…I for one would not take the extra time away from home. If they put it in Sept or Oct, that is the busiest time for selling wine and we couldn't justify the time away from the market [most companies I know don't even allow employee holidays at that time of year]. Additionally, we still want excuses to visit some places, like South Africa, so it wouldn't appeal to us to visit them in Europe, unless conveniently at Vinexpo. In fact, I would resent the New World enticing me to Europe, thus damning excuses to visit their respective countries. In their survey/questionnaire, they sited London as a possible venue. As much as I like to visit London to see friends and family, the London Wine Show is quite enough of a trade reason to visit. If anything, it might be appealing if the New World show alternated locations within the New World Countries. I'd like an opportunity to visit great New World Wine areas once every few years. Each New World country should take it in turns to host the New World Show. Otherwise, if the New World wants to make an impact by avoiding Vinexpo, I suggest they all attend the London Wine Fair on the alternate years of Vinexpo. The ideal scenario is one year Vinexpo, the next year London. Between the two shows, it should be possible to cover all bases, with the exception of VinItaly.
Bartholomew Broadbent, San Francisco, CA, USA
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Having attended the 2003 Vinexpo as a NZ producer, I vowed I would not participate again. Not only were we treated extremely poorly over the whole air conditioning affair but the towns infrastructure did not cope with the numbers. We had to wait for over an hour for a taxi each evening after the event finished. Then there's the fact that the hotels treble their prices for the duration of the event (supply and demand of course!), and their service level drops by 50% when they realize you only speak English.
