Vinexpo launches "Spiritual" as it looks to make spirits a much bigger part of future shows

By Richard Siddle

Published: 14 February, 2014

Vinexpo has announced the new dedicated spirits section of its Asia-Pacific show in May will be called Spiritual and if successful could be introduced to Vinexpo in Bordeaux in 2015.

Guillaume Deglise Guillaume DegliseGuillaume Deglise

Talking exclusively to Harpers.co.uk in Bordeaux, Guillaume Deglise, Vinexpo's new chief executive said the move is part of his long term strategy to make spirits far more of an integral part of Vinexpo.

"There has always been a debate whether Vinexpo is a wine show or a wine and spirits show and I believe it is definitely a wine and spirits show. One of my goals is to definitely expand the spirits business at Vinexpo," explained Deglise.

It also matches the demands and trends taking place in the wine and spirits industry where so many "importers, wholesalers and distributors now carry both".

"It is very inter-linked. The bar sector is growing very fast. It is a place for image, for value and for higher margins than wine. There is definitely more creativity within the spirits business than the wine business."

Its Asia-Pacific show was the ideal place to launch its new Spiritual initiative as it is the highest consuming market for spirits in the world.

The Spiritual section of the show will be around 200sqm and Vinexpo hopes it will not only attract the major spirits companies of the world but be a showcase for many of their new products and exclusive and limited new labels aimed at the vital Asia-Pacific market.

"It is a nice test for us and if it is successful we may conduct it again in other shows," confirmed Deglise.

"We are targeting not only our usual exhibitors, but will also invite some of the bigger players to come and participate."

A special Vinexpo Spiritual bar will be created where Hong Kong-based mixologists will be able to show their skills and present masterclasses on cocktails and different types of spirits and create a real sense of theatre at the show.

Deglise is set to travel to Hong Kong and China next week to make the final preparations for Vinexpo Asia-Pacific that takes place in Hong Kong between May 27-29.

"Hong Kong is one of two or three places in the world where you feel the industry is so important like London and New York," added Deglise.

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