The spirits industry will be well represented at the debut Vinexpo Paris event – and if all goes well, next year could see a spin-off show solely dedicated to the distilled sector. We highlight the brands to look out for.

It was November 2017 when Vinexpo revealed its intention to launch a wine and spirits show in the French capital. The inaugural Parisian event is now just around the corner, and a lot has changed in the past two years – with even more to come in the next 12 months.

The trade show has had a new leader at its helm since 2019 – Rodolphe Lameyse – who took over as CEO last April following the departure of Guillaume Deglise in May 2018. Originally scheduled for January 2020, the show was moved to February after partnering with Wine Paris.

Vinexpo Paris will take place from 10‐12 February at the Paris Expo, Porte de Versailles, under the patronage of French president Emmanuel Macron. Last year, Lameyse told The Spirits Business that spirits would become a greater focus for the show – and he has stayed true to his word.

The Paris event will be the first time there has been a dedicated area for spirits and the on‐trade, “an event within an event”, according to the show’s organisers. Called Be Spirits, the concept has been given its own identity and setting, and will aim to attract importers, distributors, buyers, media, e‐commerce brands, travel retailers, restaurant chains, and more. It will deliver a 50/50 split between French and international spirits brands, says Lameyse.

A key feature of the Be Spirits area will be The Infinite Bar, which will be 40 metres long. The bar will showcase 24 spirits brands in partnership with 24 bartenders from 20 bars around Paris. Current and future trends will be highlighted in the bar’s offerings, allowing guests the chance to discover new products, sample a wide assortment of cocktails and meet some of Europe’s best bartenders.

“We believe we are able to compete and build a platform for spirits,” says Lameyse. “Paris is the first time we will create a zone within the show fully dedicated to spirits; it’s not going to be in the corner for Cognac. We will have many different brands. It’s all about experience.”

This experience will transition from day to night, as Vinexpo has ensured the spirits used behind The Infinite Bar will be available in leading Parisian venues after the show. A city map will show the location of the partner bars so guests can seek them out after the event to continue their “immersive experience” in the evening.

Teeling is one brand that has previously flown the spirits flag at Vinexpo

Visitors to the Be Spirits section will also discover a series of conferences to take part in, divided into two themes: Be Mixology and Be Brand.

Be Mixology will offer a series of seminars analysing existing and future key trends sure to shape the coming years of the industry. Among these will be discussions about the growing popularity of low‐ and no‐alcohol, the cocktail consumption experience and bar identity. Meanwhile, Be Brand talks will explore the revival of ancient liquor, brands’ commitment to the environment, and the development of new spirits brands and customised products.

Several experts have been lined up to moderate these discussions, including: Alexandre Vingtier, internationally renowned spirits expert; Christopher Gaglione, bar manager at the Solera bar in Paris; Marlène Staiger and Camille Hedin, founders of French liqueur brand H Theoria; and Paul Bungener, international ambassador for Fairtrade spirits brand Fair.

If all goes to plan, Lameyse plans to turn Be Spirits into its own “spin‐off” show in 2021. “We will make more and more room [for spirits], and I hope there’s going to be positive feedback from the industry,” Lameyse told The Spirits Business last year.

“If there’s an opportunity to have a spin‐off show for spirits, that is something we will look at.” And it would seem the idea for a spirits‐only show has already progressed since then.

In a media update in London last month, Lameyse confirmed his aspirations to make Be Spirits into its own show.

“Spirits are interesting; it’s a big focus for us in terms of what we want to develop,” he says. “First, we have this first Be Spirits in Paris, and we will replicate it in Hong Kong [in May 2020]. Then we will think about a spirits show in 2021.” He confirmed the show would be called Be Spirits.

As well as Be Spirits, there will be an additional focus on distilled products at Vinexpo’s World of Organic Wines (WOW!) area. First introduced in 2017, the section will celebrate more than 150 producers of biodynamic or organic wines – and, for Vinexpo Paris 2020, organic spirits.

Click through the following pages for a closer look at some key brands to look out for at the maiden Vinexpo Paris event.

Angus Dundee Distillers

Stand: S312, Pavilion 7.2

Independent Scottish firm Angus Dundee Distillers will reveal two products that will be “peaty in style” at Vinexpo Paris.

The distiller will showcase single malts from its Tomintoul distillery in Speyside and its Glencadam distillery at Brechin, in the east of Scotland.

Angus Dundee will also present its blended Scotch whiskies. Glencadam is thought to be one of the oldest distilleries in Scotland. It was established in 1825 and closed during both World Wars before being mothballed in 2000.

Among the products on offer at the show will be a limited edition 13‐year‐old Glencadam, a 10‐year‐old Glencadam and a 15‐year‐old Glencadam, along with 10‐, 16‐ and 25‐year‐old Tomintoul bottlings.

According to Duncan Baldwin, Angus Dundee’s regional director, the firm will use the show to meet “as many potential customers as possible” and secure “new customers and the possibility to appoint new importers”.

Coca-Cola Signature Mixers

Stand: U365, Pavilion 7.2

The Coca‐Cola Company is bringing its new range of mixers designed for dark spirits to Vinexpo Paris.

Launched in May 2019, the Coca‐ Cola Signature Mixers range marks the first time the soft drinks giant has collaborated with external experts.

The collection was created in partnership with leading bartenders Max Venning, Adriana Chía, Pippa Guy, Antonio Nevares and Alex Lawrence.

The mixer range includes: 01 Coca‐Cola Signature Mixers Smoky Notes, 02 Coca‐Cola Signature Mixers Spicy Notes, 03 Coca‐Cola Signature Mixers Herbal Notes and 04 Coca‐Cola Signature Mixers Woody Notes.

“It’s a real opportunity to share and show our new range of products while educating on our new mixer range to be mixed with dark spirits,” said Sébastien Jametti, marketing manager, mixology, France at The Coca‐Cola Company.

In addition, the company hopes to explore new trends and discover new spirits at the show.

Fever-Tree

Exclusive mixer brand at The Infinite Bar

Tonic water producer Fever‐Tree is looking to expand its footprint in Paris’s best drinking dens and beyond.

The carbonated mixer producer will be showcasing its range of tonic waters, including Elderflower and Mediterranean, as well as its Ginger Beer and Ginger Ale. Last March, Fever‐Tree added Smoky Ginger Ale, Spiced Orange Ginger Ale and a low‐calorie version of its Premium Ginger Ale to its portfolio.

“Being the mixer of choice in many of Paris’s top bars, we’re really excited to be working exclusively with 14 of these bars at the show,” said Vince Lawson, global brand director at Fever‐Tree.

“We hope to increase awareness of our full mixer range and reinforce to the trade why Fever‐Tree is the leading mixer brand – by going to the ends of the earth to find the most authentic and highest quality ingredients for our products.”

Halewood Wines & Spirits

Stand: R214, Pavilion 7.2

UK‐based Halewood Wines & Spirits will bring its entire Whitley Neill gin range to the inaugural Vinexpo Paris show.

“We believe Vinexpo Paris will strengthen our route to markets, setting up meetings with current distributors and selected additional potential distributors,” said Thibault Feniou, managing director, Europe, Halewood International. “Vinexpo Paris is a part of our strategy of offering artisanal spirits across all channels, regions and consumers.”

The Whitley Neill gin range includes a London Dry gin and a number of flavoured variants, such as blood orange, rhubarb and ginger, and raspberry. Halewood will also showcase its dark spirits portfolio, including Crabbie’s Scotch whisky, Dead Man’s Fingers Rum, and The Pogues Irish whiskey.

Visitors will have the opportunity to taste Dead Man’s Fingers Hemp Rum, which is infused with natural hemp and cannabidiol (CBD), and the Peaky Blinders‐inspired spirits range.