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Posted: Tuesday, 11 January 2022 09:26


WBWE Ready to face Challenge and enter US Market in June ‘22

Jan 11: After making a successful foray in the Chinese market by organizing WBWE Asia in Yantai China, the world renowned World Bulk Wine Exhibition holding the 13th Show at RAI Amsterdam under challenging Covid rules in Amsterdam on 22-23 November 2021, is getting ready to face the challenge and enter the US market on 8-9 June 2022 in Santa Rosa in Sonoma, writes Subhash Arora who has been attending shows in Amsterdam and Yantai before Lockdown and judging at their wine Competitions

The 13th edition of WBWE held on 22-23 November, 2021 at RAI Amsterdam, was challenging because of the Dutch government announcing a strict lockdown only a few days prior to the event, making it a Herculean task to make it successful. But despite the circumstances, it took place eventually, marking a turning point in the management of trade fairs.

A total of 265 exhibitors welcomed around 4,000 professional visitors. This meant less crowds and no long lines but good for business. It was also welcomed by the visitors because of health-related issues. Buyers actually came to seal the deals, according to a buyer from the Corbières region in the South of France. Most exhibitors were satisfied that they were able to attend a trade fair physically once again and reconnect with buyers; others could lay the groundwork for 2022.

The WBWE story gets bigger and diversified as after China, it sets sail towards the USA- the third continent. Santa Rosa in Sonoma County, California has been chosen as the venue for the maiden edition of WBWE. Pomona Keepers has been working since 2019 on this project after USA had been a Guest Country at the Amsterdam Exhibition in November 2018. It is only now that the project has fructified.

Also Read: World Bulk Wine Exhibition to enter the US Market on 8-9 June 2022

Dates and Venues have been chosen after a lot of research. The WBWE USA, coincides with the timing of presentation of the Southern Hemisphere current harvest. The US being the world’s number-one wine consuming country and the leading country in terms of bulk wine sales was a natural choice for the expansion plans.

Santa Rosa is a strategic location for the wine industry alongside Napa since California produces 95% of the wine. It is also a charming town, business hub for many winemakers and well-connected, conveniently accessible for buyers and sellers both local and international.

Also Read: WBWE 2018: USA Guest Country at Amsterdam Exhibition in November

At this first-ever North American WBWE USA, international buyers and brokers will have the opportunity to discover and taste a great part of the global harvest in a single location. In just two days a wide range of bulk wines and bag-in-box wines alongside wines with a designation of origin or with a protected geographical indication, varietal wines as well as generic wines intended for blending or coupages, sparkling wines, aromatized wines such as vermouth, brandies and, of course, distillates will be on display at Santa Rosa. It will be a unique opportunity to do business and set the market prices.

The 2-day show will focus on business, private labels, creativity, e-commerce, wine shipments, packaging and many related topics. With increasing emphasis on bottling wine at destination due to lower carbon prints, WBWE is becoming more and more relevant to producers as well as buyers and those who are interested in this burgeoning industry that has 40% of the share in the world market.

With this new additional venue, WBWE has announced the plans for all three of the current markets. The main Show in Amsterdam which is usually held in November at RAI, will be held on November 21-22 in 2022 although the Asian version in Yantai China has been shifted to 2023.

Also Read: WBWE 2017: Achieving Success with Private Label Wines in India

WBWE has been organised by the Spanish Company Pomona Keepers based in Spain since the very beginning. Later on it became a part of Vinexposium which conducts among several other wine Shows, Vinexpo India, the first of which was organised very successfully in New Delhi on 9-11 May, 2021 with InterAd Exhibitions as their local partners. The next edition will be in Mumbai on 10-12 May, 2022. For enquiries contact: vinexpoindia@delwine.com

The Registration for WBWE USA opened yesterday, 10 January 2022. Even before the opening date, Spanish and French wineries had already been showing their interest in participating. A few wineries from Argentina have already confirmed their attendance.

Subhash Arora



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