Did you know the global wine market is projected to reach USD 759.4 billion by 2034? While the numbers are impressive, the real story lies behind the scenes—at trade shows. These industry events are where the future of wine is being tasted, negotiated, and shaped.
Wine trade shows are more than just swirling and sipping. They’re where vineyard owners meet importers, logistics startups pitch solutions to wineries, and small producers strike global distribution deals. Whether you're a seasoned exporter or a boutique label trying to break into a new market, attending the right show can open doors, spark ideas, and generate real business impact.
In this article, you’ll learn:
Why wine trade shows matter more than ever
The top six global events to consider for your brand
Practical tips to help you get the most from every show
Let’s dive into the world’s most essential wine trade gatherings.
Why Attend Wine Trade Shows?
Wine trade shows offer more than tastings—they’re strategic platforms for business growth. Here’s why attending is worth your time:
Discover New Products: You can sample thousands of wines across regions, styles, and price points in one place. It's a chance to spot upcoming trends or secure exclusive distribution rights.
Build Business Relationships: Whether you're sourcing from a family-owned vineyard or pitching to retail giants, trade shows offer face-to-face access to key decision-makers. That kind of connection is hard to replicate online.
Stay Informed: From masterclasses on emerging markets to sessions on climate-resilient viticulture, you'll gain insight into industry shifts and innovations that could impact your strategy.
Boost Brand Visibility: Exhibiting your wine or service puts you in front of a targeted, high-intent audience. Even attending as a visitor can raise your brand’s profile if you engage thoughtfully.
Top 6 Wine Trade Shows to Attend
1. ProWein
Date: March 15-17, 2026
Location: Düsseldorf, Germany
ProWein is the biggest wine and spirits trade fair in the world, known for its vast scale and business-first focus. It attracts over 6,000 exhibitors and nearly 50,000 visitors from more than 140 countries.
Why Attend:
Meet high-level buyers from major retailers, hospitality groups, and cruise operators.
Access a vast array of products—wines, spirits, organics, low- and no-alcohol trends.
Gain insights from the ProWein Forum, with panels on global trade disruptions, e-commerce shifts, and sustainability.
Benefit from a strict trade-only policy that ensures high-quality, B2B interactions.
Explore specialized zones like “Organic World” and “same but different” for innovative products and packaging.
2. Vinexpo Paris
Date: February 9-11, 2026 (annually)
Location: Paris, France
Vinexpo Paris blends the charm of French wine heritage with global commercial relevance. It's a hub for Old World producers and New World innovators looking to expand into European markets.
Why Attend:
Connect with over 3,000 exhibitors and decision-makers from across the wine ecosystem.
Explore the “WOW!” (World of Organic Wines) section dedicated to organic, natural, and biodynamic wines.
Experience “Be Spirits,” a curated space for the rising spirits category within wine retail.
Attend deep-dive seminars on consumer data, AI tools in retail, and changing millennial tastes.
Conduct high-level meetings in an inspiring and iconic city setting.
3. Vinexpo Asia
Date: May 26-28, 2026
Location: Hong Kong
Vinexpo Asia is the leading gateway into the Asia-Pacific region, where wine consumption continues to rise—especially among younger, urban consumers.
Why Attend:
Access fast-growing markets like China, South Korea, Vietnam, and Singapore in one central location.
Use the event’s matchmaking platform to schedule targeted meetings with importers and buyers.
Attend education sessions on compliance, tariffs, and market-specific labeling laws.
Learn regional preferences and tailor your branding strategy for Asian consumers.
Showcase your brand in a high-quality, well-curated international environment.
4. Unified Wine & Grape Symposium
Date: January 27-29, 2026 (annually)
Location: Sacramento, California, USA
Unified is the largest wine and grape industry event in the Western Hemisphere. It blends technical depth with commercial scope, attracting U.S. growers, vintners, and academics.
Why Attend:
Stay ahead of domestic policy, drought management, and climate-focused agricultural practices.
Browse a massive exhibition hall with 700+ booths—everything from harvesting tools to yeast strains and analytics software.
Engage in discussions on workforce development, DEI in wine, and the economics of wine pricing.
Get exclusive access to research findings and pilot project case studies.
Network with everyone from vineyard owners to UC Davis enology faculty.
5. London Wine Fair
Date: May 18-20, 2026
Location: London, United Kingdom
The London Wine Fair is the UK’s top wine industry event, attended by key players across Europe, as well as startups and experimental producers.
Why Attend:
Visit the “Esoterica” section to discover indie and small-batch labels with unique stories.
Explore “Drinks Britannia” for local wines, craft spirits, and artisanal beverages.
Learn about sustainable packaging, eco-labeling, and new retail models like wine vending.
Hear from major UK retailers and e-commerce platforms during panel discussions.
Use the event’s digital platform to connect with potential partners pre- and post-show.
6. SITEVI
Date: November 25-27, 2025
Location: Montpellier, France
SITEVI is a wine trade fair focused on agricultural innovation, vineyard tech, and enology R&D. It’s the go-to event for wine producers looking to upgrade operations from the ground up.
Why Attend:
Test new vineyard automation tech including drones, AI monitoring systems, and smart irrigation.
See equipment demos for bottling, fermentation, and harvesting—all in real-world settings.
Attend technical workshops on rootstock genetics, organic treatments, and disease prevention.
Network with agronomists, manufacturers, and startup founders in viticulture innovation.
Learn how to increase yield, quality, and sustainability without sacrificing tradition.
Top Wine Trade Shows
Tips for Making the Most of Wine Trade Shows
To truly benefit from attending, preparation and strategy matter just as much as showing up. Here are a few tips:
Do Your Homework: Research the exhibitor list and seminar schedule in advance. Highlight the booths and talks that align with your goals so you don’t waste time.
Book Meetings Early: Many key players’ schedules fill up fast. Use event apps or LinkedIn to set up appointments before the show begins.
Travel Light, Bring Business Cards: You'll collect samples, catalogs, and contacts. Carry a lightweight bag and plenty of business cards to exchange quickly.
Follow Up Fast: Within a week of the event, send personalized follow-ups to contacts you met. A simple “Great meeting you at Vinexpo—let’s connect further on X” keeps the momentum going.
Be Curious, Not Just Transactional: Ask questions, attend tastings, and engage with newer producers or technologies. Serendipitous conversations often lead to the best partnerships.
Conclusion
Wine trade shows are no longer just tasting events—they’re strategic arenas where deals are made, innovations are revealed, and new markets are unlocked. From ProWein’s global reach to SITEVI’s technological edge, each show has something unique to offer depending on your goals.
If you’re looking to scale distribution, forge new relationships, or stay ahead of trends, attending one (or more) of these trade shows is a wise move. And it’s not just about ROI—it’s also about inspiration. You’ll return with new ideas, fresh contacts, and clearer direction for your brand.
Key Takeaways:
Choose trade shows based on your target region and company stage.
Arrive prepared, stay focused, and follow up with intention.
Use these events not just to sell—but to learn and grow.
So—where will you go next? Let us know which wine trade shows are on your radar, or share your favorite experience from one you’ve attended. 🍷
FAQ
1. What is wine sourcing and why does it matter?
Wine sourcing is the process of identifying, evaluating, and purchasing wines (or grapes) from producers or suppliers. It's critical for ensuring consistent quality, meeting market demands, and maintaining profit margins—especially for retailers, importers, and private-label brands.
2. How do I find reliable wine suppliers or producers?
You can source wine through trade shows, online B2B platforms, importer networks, or directly from wineries. Attending events like ProWein or Vinexpo offers a chance to taste, compare, and build trust with suppliers in person.
3. What certifications should I look for in a wine supplier?
Look for certifications like ISO, IFS, BRC, or Organic/Biodynamic labels depending on your market needs. For exports, ensure the supplier complies with relevant health, safety, and labeling standards for your country.
Head of Marketing
Judy Chen
Graduating from USC with a background in business and marketing, Judy Chen has spent over a decade working in e-commerce, specializing in sourcing and supplier management. Her experience includes developing strategies to optimize supplier relationships and streamline procurement processes for growing businesses. As SourceReady’s blog writer, Judy leverages her deep understanding of sourcing challenges to create insightful content that helps readers navigate the complexities of global supply chains.
