On cloud wine

The first edition of Vinexpo Asia in Singapore drew a large turnout of almost 10,000 trade visitors who thronged three halls of Sands Expo and Convention Centre in May 2023

Event brief
With 25 years’ presence in Asia, Vinexposium wanted to bolster its leadership position in the region’s wine and spirits industry. Hitherto biennial, the organisers decided to make Vinexpo Asia an annual event, alternating between Singapore and Hong Kong in odd and even years, respectively.

“Making Vinexpo Asia an annual event, rotating between these two pivotal cities for the wine and spirits trade, is part of a successful, dynamic international strategy executed by the Vinexposium group around the world,” said Vinexposium CEO Rodolphe Lameyse.

Event highlights
Held at Marina Bay Sands, the event drew 9,989 trade professionals from 64 countries, the top five being Singapore, China, Malaysia, Vietnam and Thailand.

“Talking to our clients in the aisles, they were surprised that they met with Thai, Vietnamese and Indonesian buyers,” said Lameyse.

Of the 1,000 exhibitors, 35 per cent were French brands. The remaining international participation came from 34 countries. New World wines occupied 25 per cent of the exhibition space. The US was the Country of Honor, and it offered a wide selection of wines from three regions: California, Oregon and Washington.

Australia also stood out. Paul Turale, Wine Australia’s general manager, marketing, said: “We’re so pleased to have 74 Australian wineries represented, connecting with trade and unlocking the growing opportunities from markets across Asia.”

Vinexpo Academy, held in a separate hall, comprised conferences, 40 masterclasses where 70 presenters and international wine experts shared the finer points of wine and spirits appreciation, and contests such as the Battle of the Sommeliers.

Lameyse said: “Vinexpo Asia 2023 exceeded expectations with a highly-qualified attendance, substantial business generation and unparalleled knowledge-sharing. The positive feedback demonstrated the immense potential and significance of the Asian market for the wine and spirits industry.”

When it was announced a year ago that Vinexpo Asia was going to be in Singapore, there were questions about the size and state of the market. However, many later realised that South-east Asia represented the major potential for the wine industry.

“We are very glad to have made this event a reality. The South-east Asian market was previously underdeveloped and undiscovered. So, I am very happy and excited about the future,” Lameyse said.

Nevertheless, a Singapore exhibitor commented that North Asians would prefer to go to Hong Kong; “South-east Asia alone is not enough critical mass for a Singapore show.”

Liquor shows generally require constant clearing of litter and replenishment of glasses. Seeing cleaners out in full force was good, noticeably more than at other tradeshows.

While the organisers said “everything went smoothly”, there was some congestion at popular booths at certain times of the day. On this matter, Vinexposium commented: “We have a much-experienced, dedicated department of operations/logistics. When faced with an issue, they are on-site to solve it. We also have other dedicated teams for the masterclasses/conferences… it’s like a well-trained army at the service of our clients to achieve an always-better organised event, year after year.”

Event Vinexpo Asia – Singapore 2023
Organiser Vinexposium
Venue Sands Expo and Convention Centre
Date May 23-25, 2023
Attendance More than 11,000 buyers, trade visitors and exhibitors

Sponsored Post