Vinexpo winds up the exhibition concept in Bordeaux

Thursday November 28 2019 by Vitisphere

Among his main areas of focus, Rodolphe Lameyse is working on a code of conduct for chateaux holding fairs or events during the Bordeaux exhibition.Among his main areas of focus, Rodolphe Lameyse is working on a code of conduct for chateaux holding fairs or events during the Bordeaux exhibition. - Photo credit : Vinexpo Shanghai

Imagining itself less as a traditional gathering and more as a world fair, Vinexpo Bordeaux “can no longer be an XXL show with 70,000 square metres of floor space where the highest number of exhibitors and visitors from across the world are invited”, has admitted Vinexpo managing director Rodolphe Lameyse. He believes Vinexpo Bordeaux has reached “a low point. The 2019 exhibition replicated previous decreases. If things continue this way, the promise of an exhibition cannot be delivered to our clients in 2021”, he said, making no bones about the issues at stake and his single-minded ambition to restore Vinexpo Bordeaux's status as a pioneer by shaking it out of its torpor.

Whilst the fringe events held outside the exhibition centre have often been portrayed as freeloaders, weakening the main exhibition, the new Vinexpo Bordeaux intends to capitalise on its strategic locations. This ‘Balkanisation’ is focusing on the Bordeaux experience in the city centre. “We will still use the exhibition centre (with a symposium on climate change), but our mainstay will be on the docks. There is a lot to do”, stressed Lameyse.

Single format

Nevertheless, to win back the hearts of attendees, the organisers do not intend to break up the exhibition entirely. Vinexpo Bordeaux will not become an annual exhibition during En Primeur week, but will retain its format as a four-day event held every two years in early June (from Tuesday, June 1 to Friday, June 4, 2021). Based on this atypical format, which is more like Vinitaly’s gourmet food approach (in Verona) than market leader ProWein (in Düsseldorf), Vinexpo Bordeaux is putting the final touches to a very distinctive strategic positioning in the competitive world of wine marketing exhibitions. This will start with the convergence of Vinexpo and Wine Paris, which is relying on critical mass to play a pivotal role in business.

 

 

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