Vinexpo gears up for third New York show

A plethora of international wine and spirits brands are eager to show off their best wares at Vinexpo New York next week – and offer a wealth of educational events to boot.

Trade show Vinexpo will host its third US event next month. Described as the largest trade show targeted towards the North American wine and spirits market, Vinexpo New York will take place on 2 and 3 March at the city’s Jacob K Javits Convention Center.

The 2020 show will welcome exhibitors from 23 countries, including new Regional Pavilions from Georgia, the Czech Republic and France. The Regional Pavilions will allow buyers to “easily find” products made in specific regions. Countries such as Switzerland, Slovenia, Latvia, Romania and Ukraine will also participate for the first time. An all‐new Importer Pavilion for 2020 will provide an “efficient platform” for importers to showcase their wine and spirits portfolios to “top North American buyers and decision makers”.

Among the many brands making their Vinexpo New York debut this year will be The National Distillery Company from Ahuriri, New Zealand. The company makes copper‐ distilled gin, vodka, rum and whisky, and will showcase its first three core gin expressions at the event: Verdigris New Zealand dry gin; Adorn, described as New Zealand’s “first beauty gin”; and New Zealand’s first hemp gin, Hemp Botanical. It will also be exhibiting its first vodka, Aquifer. The company hopes the US will “embrace its unique range of spirits”.

Luxembourg‐based Amber Beverage Group will also be at the event, as will Ukrainian producer Shabo, which will present its vermouth, grape‐ and wheat‐based vodkas, and several brandies produced from its vineyards in Georgia. The company said New York was its main target market in the US. It hopes to use Vinexpo New York to build on its existing stature among wine and spirits shows.

For 2020, Vinexpo New York has partnered with the Wine & Spirit Education Trust (WSET) to expand its educational offering through a dedicated space. The area will be made up of interactive zones including the Challenge Your Senses experience, food‐and‐wine pairing seminars, blind‐tasting demonstrations using the WSET Systematic Approach to Tasting, as well as “fireside‐ style” talks covering key industry topics.

Class act: masterclasses will be held across the two-day event

Glassware company Riedel will also present a mixology class, while drinks media company Vinepair will hold a session on the burgeoning low‐ and no‐alcohol category, with a focus on spirits. In addition, Brandy Rand, chief operating officer of the Americas for IWSR Drinks Market Analysis, will present data, trends and forecasts for the wine and spirits industry, while cannabis will also come under the spotlight in a new session. Bartender and educator Franky Marshall will also delve into Cognac with a masterclass on the category’s history, production and recommendations on how to enjoy the French spirit.

Back by popular demand is the Organic Pavilion, which made its debut at last year’s show and provides a platform for producers of organic spirits and wines.

“Spirits will become a larger focus in future events given both the growth in the category and an effort to grow the event in a way that meets the needs of the industry,” says Beckie Kier, event director. “The advisory board will also provide expertise in strengthening spirits participation.”

Ahead of its third show, Vinexpo New York appointed 11 US‐based wine and spirits industry leaders to the advisory board, including past exhibitors and attendees of Vinexpo New York. In addition to IWSR’s Rand, the board includes John Beaudette, president and founder of importer MHW; Cheryl Murphy Durzy, CEO of alcohol distributor and technology company Lib Dib; Valerie Gerard‐Matsuura, VP operations for Sopexa USA; and Monique Huston, vice president for wholesale spirits at Winebow.

This year’s show has also implemented a Key Buyer programme to attract high‐ volume wine and spirits buyers from top distributors and importers, as well as on‐ and off‐trade establishments.

Kier says future shows will focus on “growing and emerging categories” while continuing to provide a platform for exhibitors to showcase their products to the US market.