“Professionals have attended in great numbers over the 3 days and the initial feedback is exceptionally positive from producers, who are announcing that they have signed deals and done business. The visitor flows were well distributed in all the halls thanks to the exhibition having two entrances open this year, at the North and South reception areas. All those who participated are of the opinion that VINISUD 2012 has been a great success.”
At ViniSud 2012 it is said there were nearly 1,700 exhibitors and over 32,000 visitors over the three days. And I was fortunate to have attended as a US wine blogger Ambassador, part of what ViniSud called a Digital Seachange, an initiative centered on the increasing importance and utility of social media.
Then in the winter of 2013 ViniSud launched ViniSud Asia in Shanghai, their first trade fair aimed at the growing wine and spirits market in that region. From a press release at the time,
“VINISUD will be the 1st International trade show of Wines and Spirit to settle down in Shanghai, strengthened by its concept of conviviality, and its Mediterranean lifestyle, carrier and attractive concept, the wine professionals approve by a large majority in more than 90 % specialized shows with 100 % of wine offer, in mainland China.”
Successfully pulling off these events requires a team of organizing specialists, of course; but you also need an individual of unique skill and ambition, of energy and marketing savvy, at the helm. And ViniSud’s Board of Directors unanimously chose, in 2012, Fabrice Rieu as their President. I caught up with this very busy gentleman who generously granted this interview.
Ken PaytonAs ViniSud’s new president, how was your experience at ViniSud Asia in February 2013? Do you feel progress was made in opening up Asian markets?
Fabrice Rieu The experience of ViniSud Asia in 2013 confirmed our view that the Chinese market offers formidable potential both in terms of quality and of visitor numbers. Unlike previous experiences of trade fairs where some buyers displayed a lack of professionalism, this exhibition demonstrated to the Chinese buyers – a huge diversity of wines, the fact that Mediterranean wines are offered in all price segments and finally that the Mediterranean probably offers the finest selection of wines in terms of value for money and enjoyment. New markets have been identified, including types of wines frequently unknown in Asia such as rosés and naturally sweet wines.
How will the presentation of ViniSud 2014 in Montpellier, France differ from the Shanghai event? I am thinking of the differences between European and Asian business models and consumer tastes and concerns.
FR Even though the fairs have a similar profile as this is the most impressive gathering of Mediterranean wine producers, the approach is totally different and yet perfectly complementary. The launch in Shanghai is targeted at forging closer links with a new market; producers are making the effort to travel in numbers, leaving their vineyards far behind in order to go and meet buyers. In Montpellier, it is the buyers who travel en masse, often very long distances. Bringing them to the heart of the Mediterranean vineyards adds a wine tourism dimension and gives them a better understanding of these wines’ particular characteristics.
What proved to be among the most important selling points for Mediterranean wines and spirits in Shanghai? Was it quality and price point? The dependability of Mediterranean producers? Or the encounter by Asian consumers with wine regions and flavors perhaps less well known to them?
FR Several factors weigh in favor of the Mediterranean wines: the distinctive climate and vineyards dating back a long way result in the production of wines that are ultra-smooth, with no hard edges, ideally suited to the palates of novice wine consumers. And as a large proportion of these wines offer highly attractive value for money/enjoyment, they are certain to make major inroads in terms of sales on the Asian market.
Does the Asian buyer consider sustainably grown grapes and organic wines, proud features of Mediterranean wines, to be important distinctions when choosing a wine?
FR It seems to me that the priority for Asia buyers is to select wines that are to their taste and whose price seems reasonable to them. These are the criteria that matter most to them, and Mediterranean wines are ideally placed in this respect.
Turning to Europe, for ViniSud 2012 what was then called the Digital Sea Change was a central theme. The importance of the internet, of social media, not only for wine and spirits sales but also for consumer education, was well recognized. For ViniSud 2014 this February, what programs or initiatives do you intend to launch to build on the success of this theme?
FR Supported by the specialist wine agency, Sowine, the 2014 exhibition plans to continue its focus on developing digital communications: a dedicated hub for bloggers comparing the viewpoints of influential bloggers, coordination strategies of the various communities on social media networks, web TV and a dedicated communications area at the exhibition – to turn it into an international scale digital sounding board.
“Blogger ambassadors” from every corner of the world will also be attending, symbolic of the event’s international dimension; and this year once again, Sowine will lead a series of workshops and talks on the convergence of web and wine.
With this strategy proving successful in 2012 and 2013 at ViniSud Asia, the focus in 2014 will be on even greater ambition and innovation! The newly revamped bloggers’ hub now clearly reflects its ambitions.
Having been an American Ambassador to ViniSud 2012, a role I particularly enjoyed, what I learned continues to inform my writing. Will there be an international Ambassador program again this year?
FR Because of ViniSud’s international character and progressive opening up to export markets, in particular North America and Asia, it is vital to have an Ambassador. Their name will be revealed in the near future…
Do you believe wine and spirits bloggers have a fundamental role to play in promotion and consumer education?
?FR Bloggers today have an essential role to play as they wield immense power of suggestion. They are capable of conveying their impressions through the written word, whereas they are clearly not in a position to enable consumers to sample wines over the internet. And yet, there is a huge need to understand the wine sector.
What do you see as the most important advantages brought to the wine industry and the consumer in the Digital Age?
FR Speed in terms of disseminating information, the ability to reach out to consumers in the world’s most distant locations and establish links between all those with an interest in the wine world.
In your understanding, how does Asia differ from Europe and America in its use of the internet for wine and spirits sales?
FR In Asia, there is an even greater need for explanation as to the origins of wines, how they are produced, their specific taste characteristics and factors that may explain their price, background, awards received and so on… the basic difference lies in the fact that Europeans and Americans have unquestionably a more extensive knowledge base for wines, not least because they have been producing it for much longer. Asian people require infinitely more information and need a basis for comparison.
Lastly, how are the exhibitor figures for ViniSud 2014 shaping up? Do you anticipate increased international participation over ViniSud 2012?
FR Exhibitors have registered faster than for previous events, probably because they consider that in today’s world this is both an event and a business opportunity not to be missed.