Vinexpo Explorer confident Quebec will see export boost

The CEO of Vinexposium is confident Quebec distillers will find export demand following the inaugural Vinexpo Explorer dedicated to spirits.

Rodolphe Lameyse, CEO of Vinexposium, attended the first Vinexpo Explorer in Quebec, Canada, from 17-20 September.

The fourth Vinexpo Explorer, but the first focused on spirits, was attended by 35 buyers from around the world, plus four international journalists. The event showcased 25 craft distilleries from Quebec.

Vinexpo Explorer 2023 was organised by Vinexposium in partnership with the Quebec Microdistilleries Union (UQMD), whose aim is to promote the production and sales of distilled spirits from Quebec.

Following three wine-focused events, why was now the right time for spirits?

“Explorer should be [focused on] a region in need of recognition or awareness,” said Lameyse. “So, Austria was in need to export and nobody knew about Austrian wine because they were behind German wine. Everybody knows about Riesling, everybody knows about German wine, but not so many people knew about wines from Austria.

“Now, if you go to the US, you go in a Total Wine, you will see on shelves lots of Austrian wine. And, it’s not me, but thanks to being exposed to [Vinexpo Explorer 2017 in Austria].”

He explained a similar feat for Beaujolais, which was the region of focus in 2019.

“It was an opportunity for us to show that there are very, very good Beaujolais wines. And now Beaujolais is getting better,” Lameyse said.

Investment

Lameyse anticipates similar success for Quebec distilleries following Vinexpo Explorer 2023.

“My expectation is now Quebec distilleries will open their markets, internationally speaking, because they have a need for that,” he added. “This is what we are able to do: open new markets so that distilleries that rely on the local market can expand internationally.

“Will they all be successful? It’s a question mark, I don’t think they will. But what I can tell you is all of the buyers that are here are making purchase orders. And that is what’s important.”

Vinexpo Explorer invested almost €500,000 (US$531,000) in this year’s event, Lameyse revealed.

“It means that our guys have to be ready. It’s not being tourists, it’s not a vacation. The people here – buyers, producers – they are serious about doing business,” Lameyse said.

“Our shows are just about export, just international trade. If [producers] are able to kick off exports on their side, then they want to go further so they are [at other Vinexpo shows], and then they are able to say: ‘OK, I have a partner in Korea, now I want to import in the USA or Germany or the UK, that’s the point.”

Moving forward, Lameyse said a decision had not yet been reached as to whether next year’s Vinexpo Explorer would be focused on spirits, wine, or a combination of the two.