How to prepare for a wine trade show
Wine trade shows (ProWein, Wine Paris, Vinitaly, London Wine Fair, Vinexpo Asia) are essential for export market development. Success depends more on preparation than on show-day execution. Here is the complete method.
Pre-show preparation (2 months before)
Book stand at least 6 months in advance for popular events. Prepare tasting materials: wines chilled correctly, tasting glasses, buckets, water. Book pre-scheduled appointments with 20 to 40 target importers 2 months before. Print materials in relevant languages. Prepare per-visitor cost calculation to justify participation.
On-site execution
Structured tastings: 20 to 30 minutes per meeting. Take detailed notes: contact, samples given, next steps. Do not exhaust yourself: 8 hours of standing per day requires physical preparation. Follow-up cards or QR codes ready. Sample stock managed carefully.
Frequently asked questions
Which wine trade show should a first-timer choose?
ProWein (Dusseldorf, March) for widest European coverage. Wine Paris (February) for French and international focus.
How many meetings per day?
10 to 20 productive meetings per day is realistic. More reduces quality per meeting.
What is the follow-up rhythm post-show?
Personal follow-up email within 15 days. Sample follow-up within 30 days.
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