Applying it to the trade shows in the wine industry like London Wine Fair, VinItaly, ProWein, Bordeaux Wine Festival, San Francisco Chronicle Wine Competition Public Tasting, USA Trade Tasting and many more - the exhibitors and visitors seem to have similar criteria to choose the right event for themselves.
Some of the biggest shows are completely B2B oriented which could increase the quality of the leads as most of the wineries owners are looking for trade buyers. But what about the wine marketing for consumers and the wineries owners? The US is now the number one market for wine consumption in the world and it is evolving very fast. The US currently imports 1.1 billion bottles of wine each year. This market is also driving a worldwide increase in imported spirits, buying almost 1.2 billion bottles annually. At the last trade shows the trends show the alcohol content of wine is the major priority of wine drinkers across three continents - the consumers prefer lower alcohol wines. But what could be your criteria when choosing a trade show?
Size & internationality - in the wine industry - all of the visitors and exhibitors we have met seem to be interested in the international sales. A wine show can be regionally or internationally orientated and bring both the same positive results for exhibitors as well as for visitors. If an international exhibitor is interested to expand in a region, he can opt-in for a regional show. A visitor attending a bigger show needs upfront more preparation time but get a brighter products presentation.
Quality of the exhibitors & visitors - if exhibiting or visiting, the quality of the companies are equally important. Every event has a tool to check, at least, the exhibiting companies. This helps to prepare your agenda if you are visiting. Without effective marketing, the wineries will not be maximizing the returns. More visitors to wineries also leads to increased profitability for related hotels, restaurants, and other local businesses.
Education & networking opportunity - if attending an event, educative sessions and networking are attractive get-together points for both the “supply side”(exhibitors/wineries) and the “demand side”(visitors). Wineries are looking for marketing tips such as “cellar door” wine tourism or edutainment - blending session, harvesting workshop, vineyard nature walks, wine festivals, etc. On the B2B “demand side” are the trade buyers on the B2C side are the wine tourists such as wine geeks who want to know everything but not every wine tourist wants the same kind of experiences.
Everyone is looking for a "big-player" buyer but wine tourism is becoming increasingly important for wine producers. Due to the e-shop technology, wineries owners can sell directly to consumers and more and more to wine drinkers far away. Today almost 40% of all wine is consumed in a country other than where it was made. In 2000 the number was only 22%. Wine tourism is increasingly an important source of revenue directly or indirectly. The wineries owners need to engage, now more than ever, with industry influencers to engage in building a brand and establishing a relationship with customers and not relying on the big players. That is more important than short-term revenues.