New Vinexpo chief open to idea of starting new shows around the world

By Richard Siddle

Published: 07 March, 2014

Guillaume Deglise, the new chief executive of Vinexpo, said he remains open to running events in new markets around the world but only in the context of the bi-annual Bordeaux show remaining "the number-one priority".

He is, for example, particularly hopeful that its new show in Tokyo Nippon, to be held on November 1 and 2, will help become the benchmark for other similar smaller shows in key cities around the world. Vinexpo Nippon will be a much smaller show and is aimed exclusively for the Japanese on and off-trades.

He explained: "Tokyo will be a great step for us. Vinexpo has attempted new shows elsewhere and has not always been a great success. So Tokyo is important. If we are successful in Tokyo it shows that we are able to produce shows of the same scale in some great cities and great markets. It will be very interesting to see if it works."

But Deglise was cautious about exploring any new markets. "I don't think Vinexpo should go to totally new places, new markets. What our customers want is a good return on investment and that is always difficult if you go to a new market."

Japan, however, being the "most sophisticated market in Asia for wine and spirits" was far less of a risk. "Japan is so far ahead. It deserves very special attention."

He is also open to the idea of a potential Americas show that takes in both North and South America. He says trying to do a show in the US specifically is so difficult due to its unique three-tier distribution system. But it is too early to say, he stressed.

"Once we make Bordeaux new and successful it will be easier for us to explore other destinations. And to convince our customers that they are with the right company," added Deglise.

He was speaking to Harpers as part of a wide ranging interview that is published online today and in March issue of Harpers. In it he explains his vision for Vinexpo, how he wants to modernise the Bordeaux show and ensure it is not perceived as a French only event. He also looks back on his career in Champagne and what it like being a Champenois living amongst the Bordelais.

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