How Vinexposium plans to shape the drinks trade’s future
Vinexposium’s flagship Paris event is evolving beyond wine, with a booming spirits hall, a new Be No experience, and a renewed focus on navigating global trade challenges.
Vinexposium is preparing for the return of its flagship event, Wine Paris, which takes place from 9-11 February 2026.
Organiser Vinexposium held a press conference in London yesterday (4 December) where CEO Rodolphe Lameyse was joined by Miles Beale, chief executive of the Wine and Spirit Trade Association (WSTA), to outline what will be the show’s biggest edition yet.
Lameyse said next year’s event will welcome around 6,000 exhibitors from 60 countries, with exhibitor space sold out since July and a waiting list in place. More than 60,000 trade buyers are expected.
The spirits area continues to expand, with more than 300 exhibitors confirmed from 40 countries. Lameyse noted that although major global spirits groups are not yet present, mid-sized producers are increasingly driving the sector’s growth.
“What is interesting in this spirits area is that we don’t get the big brands coming from Diageo or MH [Moët Hennessy], it’s mid-cap companies – 50% are returning. We have new exhibitors, it’s really developing. We could have done more if we had more space [but] that’s not the case. And we have all sorts of product on the show floor, from Tequila to vodka, rum to whisky, to Armagnac and Cognac.”
“The only one we are missing is Chartreuse,” he added, pointing to the monks’ decision to prioritise prayer over increased production.
Lameyse believes the major spirits companies will return in the coming years. “They are watching and coming as visitors, looking at the other competition. And I think give it two or three years max and they will be here, because there is no reason why not, they need to show their muscles.”
Wine Paris will also see the return of the Infinite Bar, said to be the longest pop-up bar in France at 40 metres, and the Craft Pavilion – an area reserved for craft producers.
The Be Spirits programme will feature live mixology sessions and masterclasses focusing on category growth, hospitality innovation and brand activation.
Be No’s launch
Next year will also see the debut of Be No, a new platform dedicated to no-alcohol drinks.
Lameyse described the move as a response to shifting consumption trends and rising buyer demand for alcohol-free alternatives.
“What I see is a rising demand from the buyers in the wine and spirits business that are looking to supplement their product categories with no-alcohol products. It’s a demand. They are coming from a change in the consumption behaviour, new generation, new healthy lifestyle approach or some [with a] health condition.”
Calling the no-alcohol category an “opportunity”, he said many producers are now investing in the space. Citing IWSR data, the no-and-low segment is forecast to grow by 4% by 2028, with alcohol-free products expected to increase in value by 10% over the same period.
Be No will host 63 exhibitors in its inaugural year and feature more than 250 samples.
“I think we have a long-term vision around that,” Lameyse said, noting that wine and spirits trade shows are already well established globally, while the Be No concept offers access to new geographies, including markets such as the Middle East.
Tackling trade challenges
On the final day of the event, Wine Paris will host a panel discussion on tariffs and their impact on the global spirits industry. Joining Beale on stage will be Chris Swonger, president and CEO of trade group the Distilled Spirits Council of the US (Discus), and Pauline Bastidon, director of trade and economic affairs at trade body SpiritsEurope.
“We want to shed a light on what’s happening in the world, which is more and more complicated,” said Lameyse. Alongside the tariff session, the show will feature a wide range of masterclasses and educational content.
Beale emphasised the importance of hosting such discussions at Wine Paris. “One of the reasons I’m doing the session with Chris from Discus is that Trump tariffs are affecting the international trade in spirits. And you know what? Why is this relevant to the UK? You know, we are the largest importer of wine in the world and the biggest exporter of spirits in the world.”
“I think geopolitics has never had more of an influence on trade,” he added. “It’s very obvious with the international trading of spirits in a way, just because of one man sat in the White House.”
Beale also addressed the relevance of a major trade show in Paris for the UK drinks sector, noting that London Wine Fair is “not as international as it used to be” and that moving Vinexposium’s main event from Bordeaux to Paris was an “absolute no-brainer for the WSTA to support”.
“You want the biggest wine and now, biggest spirits, and no-low show to be as close as possible to London… It’s getting bigger.”
While he would like to see more spirits companies exhibiting, he believes momentum is building: “It’s not there yet but we’re getting there.”
Beale noted the increasing need for industry collaboration, as opposed to the mindset of alcohol categories and countries competing against one another. “I think right now, if you want to survive, let alone thrive, it’s industry versus government.”
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