Vinexposium CEO Rodolphe Lameyse emphasised the passionate and human side to the wine industry

Ahead of this year’s show, Wine Paris & Vinexpo Paris The Daily spoke with Vinexposium CEO Rodolphe Lameyse in an exclusive interview about the challenges facing the wine and spirits industry today and how Vinexposium and its events are contributing to creating a united international wine community.

Wine Paris & Vinexpo Paris is growing and becoming increasingly international, both in terms of exhibitors and visitors. What new strategic markets are participating this year?
What’s interesting to see is how internationalisation is being reflected in the growing presence of historical partner regions. Austria, Switzerland, Germany and Italy are doubling their surface areas. This means two things: it means that the countries that have traditionally taken part, and there are many of them, can see the added economic and business value of the show and they’ve stepped up their presence as a result. The snowball effect means that new countries seeing this dynamic are joining in, namely this year with Chile, Argentina, a new territory from the United States, etc.

How is Wine Paris & Vinexpo Paris positioning itself as the must-attend event for the global wine industry today?
The main reason for an event like Wine Paris & Vinexpo Paris is of course transactional: we put wine producers and merchants in touch with wine buyers. That’s the basic rule. But all around this are the issues facing the global wine industry and how these difficulties are being played out and discussed. There are a number of challenges. First of all, there’s the climate. This year, we saw the smallest annual harvest ever. There are disparities within a given country in terms of wine volume. Some regions had no water, so were unable to produce wine, while others had too much. The second challenge is a change in consumer expectations, a change in generations, a change in product categories. Here, we can highlight the emergence of low-alcohol categories, we can highlight the emergence of rosés, and even if red wine is still the most consumed wine in terms of volume and market share, it is under pressure from these other wine categories. So does this mean that customers no longer like red wine or does it mean that they want other categories of red wine? Personally, I think it’s more likely to be the latter. The third major issue is what I call geo-economic. Economic tensions between continents often result in the industry being taken hostage, and this impacts all major wine-producing counties. Wine is a commercial argument that is often brandished in propaganda campaigns. This means that the industry has to assert its rights in relation to this.

What main trends will be highlighted at the show this year?
Obviously, there will be all categories of wine. But we’re also bringing other aspects to the fore. The first is that we’re continuing to make headway in the spirits sector, which is a fast-growing sector, with perhaps different challenges and a different dynamic than the pure wine sector. Be Spirits is growing by 47% for us, which means that there is action and a very strong dynamism in this segment. Another segment is innovation, both in the industry and at the service of the consumer. This includes no-alcohol and low-alcohol, which is a segment in its own right and which will highlight new product categories. Whether or not you like alcohol-free wine is not the point. The point is to say that there are things happening in this sector that need to be looked at.

Do you have a message for the visitors and exhibitors?
The visitors and exhibitors are professionals who are all committed to the cause. They love what they do, they love the products they make or taste. I’m convinced that these are people who like human connection, who like the interpersonal exchanges they can have as part of their job. I have two messages for them. The first is treat yourself to something tasty. There are some fantastic products on display. I’d also like to say, be proud to work in this industry and spread the word. This is a sector where humanity and human interaction are important.

With five years as CEO of Vinexposium – Looking to the future

Vinexposium CEO Rodolphe Lameyse has been at the helm of the organisation for five years now. Ahead of this year’s show, he outlined Vinexposium’s role and impact on the international wine and spirits industry over the past five years as well as his vision for the future. “We’ve just completed a first chapter of transformation,” he said, emphasising the organisation’s successful efforts in revitalising its presence, notably with the move from Bordeaux to Paris and expanding into new markets like Singapore. Vinexpo Asia will be back in Hong Kong this year from the 28 to 30th of May, and will be alternating between Singapore and Hong Kong every other year.

Looking ahead, he highlighted the importance of addressing the range of challenges and expectations facing the wine industry, including the relationship between the agricultural sector, including wine production, and governmental as well as European institutions. He also focused on the public perception of the agriculture and wine industries, often unfairly labeled as polluters. Mr Lameyse passionately argued for a change in this narrative, emphasising the dedication of those in the sector to their craft and the environment. For him, this change in narrative is part of the next chapter for Vinexposium: “Today I think that Vinexposium’s second cycle also revolves around becoming a lobby to serve the international wine and spirits industry. “

Photo: © Philippe Labeguerie