Vinexposium backs bulk with new Explorer Series push

Strong trading marked WBWE’s return to Amsterdam, as db reported from the show this week, with Vinexposium preparing to extend its Explorer Series into bulk.  

This year’s World Bulk Wine Exhibition (24–25 November) delivered a positive mood in Amsterdam, with exhibitors describing it as the place “where business gets done”.

Despite wider pressures on the global wine sector, the bulk category continued to show resilience. Sustainability, packaging innovation and supply-chain efficiency were front of mind for both producers and buyers, with many describing the format as uniquely suited to today’s market conditions.

In a press briefing on Monday, Grace Ghazale, overseas events director at Vinexposium, underlined the shift in attendee behaviour. She recalled that while people once used fairs as much for a jolly as for doing business, the mood has changed. “People don’t have the money spare. People pay to come to these shows because they want to see the return,” she said — a clear sign that exhibitors now expect to leave with new business rather than simply show face.

The compact layout remains one of the show’s biggest draws. Stephan Marusczyk, Global Sea Logistics VinLog development manager, told db: “For us this show is the show to attend, because it’s super compact. It is not as big as Wine Paris or ProWein. We can have really meaningful talks with all customers. Everybody is here. This is the big relationship building fair.”

Spirits exhibitors echoed the sentiment. The team at Endless West, the California-based bulk spirits producer, said the WBWE is the show where they “always come away with new business secured”.

Although the WBWE remains the flagship bulk event, the sector is performing well elsewhere. Jim Carter, export consultant at Bronco Wine Company, said that exhibiting at Wine Paris is “just as good” for the US group.

A strategic pillar: data points to bulk’s continued relevance

Figures shared during the opening ceremony confirmed bulk wine’s central place in global trade. Bulk accounts for more than a third of total wine exports by volume, while representing 7.3% of total value, at an average export price of €0.78 per litre.

Spain continues to lead the world in both value and volume, exporting 10.8 million hectolitres, with New Zealand, Australia, France, Italy, Chile, South Africa, the US and Belgium among other key players.

On the import side, the UK, Germany, France and the US account for more than half of global bulk imports in value, with markets such as China, Canada, Denmark, Slovakia and Côte d’Ivoire showing notable growth.

The show’s 2024 numbers highlight its reach: 245 exhibitors from 25 countries, 1,988 visitors from 70 countries, and 70–80% of the world’s bulk trade represented.

New tools and refined buyer focus

Vinexposium used this edition to roll out improvements aimed at sharpening deal-making.

Exhibitors now have access to an enhanced matchmaking service and integrated meeting scheduler through the WBWE website and Vinexposium app. The tool allows producers and buyers to prepare targeted meetings ahead of time, improving efficiency on the show floor.

Ghazale also confirmed that a dedicated team has been put in place to look after top buyers, ensuring smooth movement around the event and adding what she described as an extra level of polish.

Vinexpo Explorer expands into bulk

A key announcement in Amsterdam was Vinexposium’s new Explorer series for bulk wine, which Ghazale described as “an exclusive format for a region” that is “smaller and more intimate”.

The first edition showcased Mendoza, Argentina, running in addition to the WBWE, which will remain in Amsterdam.

Ghazale said the format would bring buyers directly to a region, enabling them to meet producers on site. “Buyers can discover one region and visit all the different wineries. That way, they can try the wine but also know the story.”

Argentina was chosen for a clear reason. Its bulk sector suffered post-Covid due to economic instability, a decline in global demand for lower-priced wines, glass shortages and climatic events. As Ghazale noted, “the country couldn’t absorb all the wine they were making”.

The Explorer will be “non-competing”, and will aim for a balance of buyers, with 50% experienced in importing and 50% less established.

Vinexposium expects participation from both established and emerging markets, pointing to Africa as a key growth region. Consumption increases in countries including Georgia, South Korea, Mexico, Colombia and Côte d’Ivoire were also noted as signs of diversification.

Bulk’s direction of travel

The wider trends outlined at the show reinforced the message that bulk remains one of the most adaptable parts of the industry.

Demand continues to grow for alternative formats such as bag-in-box, cans and kegs, alongside interest in no- and low-alcohol products and RTDs. Premium and entry-level bulk wines both show growth potential, with improved technical standards supporting long-distance shipping.

WBWE 2025 built on these themes, with a programme that included a Silent Tasting Room, the Academy’s conference series and the expanded International Bulk Wine Competition, where Grand Gold and Gold medal winners presented their cuvées in an exclusive Grand Gold Pitch.

A confident sector with new avenues opening

As the doors closed in Amsterdam, the message from producers, buyers and organisers was consistent: bulk wine is not only weathering the industry’s challenges but presenting clear solutions.

And for those on the floor, the appeal remains straightforward. As Marusczyk put it, “Everybody is here.”

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