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Fairs yes, fairs no.
[vc_row full_screen_section_height=”no”][vc_column][vc_column_text]In twenty years the world of wine has changed face in a clear way – we already said it.
The wines and production technologies have changed, both for reds and especially for whites (see our article on Sur Lie), the players in the game have changed (with the forceful entry of South America and Australia) and the climate has changed, allowing other players to enter that were unsuspected until a few years ago (think of the United Kingdom with its Classic Method sparkling wines).
The markets have changed (with the rise of China and Canada, the growth of the US, the fluctuating trends in Russia, the recent doubts about Brexit), consumers have grown (attracted by wines such as Prosecco but also rosés which have conquered segments of consumers otherwise devoted to beer or cocktails).
The means of promotion have changed (with the development of social media – Instagram in particular – which have eliminated the (perceived) distance between producer and final consumer) and the means of distribution (just think of Amazon's home delivery, which has only recently entered the world of food and wine).
The opportunities for meeting between producer and consumer have also changed, with the increase in wine tourism on the one hand (see our article on Wine tourism) – which in Italy still faces heavy legislative constraints – and on the other hand the much more visible proliferation of trade fairs.
So if in the 2008 agenda the events were limited to Vinitaly, Prowein, Vinexpo and little else, today in 2018 the fairs follow one another in quick succession every weekend, overlapping and jostling, leaving the producer (but also the trade press) wondering which event is best to attend, in terms of energy and financial investment.
For the classic Italian family-run winery, the trade fair front should not be underestimated, especially during treatment periods but also with a view to far-sighted management of energy and resources.
Here are some tips to limit your expenses and optimize your income.
Select fairs
There are essential fairs for contact with buyers and distributors.
Among these Prowein, VinExpo, and recently also Vinitaly which, with the increase in ticket prices and the consequent decrease in total attendance, has made a clear shift towards a select public – examples of alcoholic begging in the edition just ended were very few.
And if it is true that at Vinitaly public relations remains an important component of the fair, the commercial part has returned to grow in importance in recent years thanks to a more international scope.
And then there are the essential fairs for contact with the final consumer, such as the wine market organized by the FIVI in Piacenza, which over the years has become an unmissable event for those who want to replenish their cellar, either because it is held close to the Christmas holidays or because of the relaxed Sunday outing atmosphere that attracts families, so much so that trolleys alternate with strollers and even a few dogs on leashes.
Thanks to direct sales on site, this type of fair allows for immediate returns, as well as strengthening ties with customers who already know the product but perhaps not yet the producers or have never been to the company for a visit.
This second group also includes the Merano Wine Festival and its Italian and foreign editions which, thanks to a careful selection of companies, always manages to attract a large crowd of wine enthusiasts.
Then there are the fairs dedicated to this or that market (for example, Prowein Asia), the sectoral/association fairs (such as Raw Wine London or Villa Favorita, both focused on natural wines) as well as thematic fairs (such as the Vulcanei event on wines from volcanic soils or Terre di Toscana focused only on wines from the region), which precisely because of their nature encourage contact between the producer and his ideal audience (the Asian buyer or the retailer of natural wines, for example).
Remaining in Asia, it is worth mentioning the China Food & Drinks Fair, a historic fair, created in 1955 and today the largest trade fair in China, which this year fell right in conjunction with Prowein. The fair is held twice a year, in the spring always in Chengdu, while in the autumn it changes location from year to year. The spring fair alone attracts half a million visitors and, although it is open to the public, most of the visitors are importers and distributors. In addition to the main event held at the Exhibition Centre in Chengdu, targeted pre-fair events are organized in surrounding hotels dedicated to the presentation of new products.
Getting ready.
The market is increasingly competitive.
Arriving at the fair prepared is essential: if you are not ready, your neighbor or competitor from some other country will be.
The advice is therefore to act in good time, contacting historical customers who we know will be at the fair but also spreading the news on social media in good time or taking advantage of the tools that the fair itself makes available: for example, a few years ago, Prowein started the program US Route, which allows exhibitors to let American importers know whether they are not yet present in the star-spangled market or whether they are already present but want to expand.
Be on top of things.
The use of English is essential but not enough.
You need the ability to interact, knowledge of your product first and foremost from an organoleptic point of view - if someone tells you it tastes like cork, give them the benefit of the doubt and open another bottle; after all, TCA is the only defect not attributable to the producer and a second bottle opened is better than a potential customer lost. You also need knowledge of availability in terms of numbers and price.
For all these reasons, while it is always possible to hire a steward or hostess to man the banquet, the investment is not always far-sighted.
Also, have everyone who passes by leave you a note, take a couple of notes if necessary and staple the note next to them.
Also get a sheet of paper where anyone who doesn't have the card with them can leave their email address and name and surname (useful for the newsletter and to stay in touch on Facebook, inviting people to leave a comment). "I like" which often creates loyalty and helps to impress the name and to better understand a reality, pushing the wine tourism channel).
Follow up.
Trade shows require energy pre, during and post event.
The so-called follow-up has the same weight as the tasting at the fair and if not profitable from the beginning, it is nonetheless useful to create a contact bank that can be used for the newsletter. Precision and diligence also help the importer to fix the name of the company in mind (and in the address book) and to encourage possible collaborations in the future, in addition to leaving a good impression regarding promptness and diligence.
Try your hand at it.
In a constantly evolving world, staying up to date as well as seeking new paths are two essential attitudes.
For this reason, the advice is to – where possible – leave your stand and go exploring, tasting new things but also seeing what the fair has to offer in terms of spaces, flows, events.
Trying new trade fairs, one a year, can open up unexplored avenues and certainly broaden the pool of interlocutors.
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