As the global wine market continues to evolve, the bulk wine sector is emerging as a significant player, offering numerous opportunities for businesses and consumers. The Bulk Wine Exhibition, taking place at RAI Amsterdam on 25-26 November, will once again highlight several trends and attractions that are reshaping this category and driving its growth.
Silent Tasting Room: a game-changer
One of the standout features at previous exhibitions is the Silent Tasting Room, a space where visitors can taste wines at their leisure with all the necessary information provided. This concept has proven a major success, drawing in visitors who might not have otherwise engaged with certain brands.
Andrew de Vries, managing director of Koelenhof Wines, one of the few South African brands at the 2023 exhibition, praised the Silent Tasting Room, “Few appointments were made on the online platform, but thanks to the Silent Tasting Room, we attracted many customers who might not have stopped at our stand in the exhibition hall. They tasted our wines, were impressed, and stopped at our stand. You must, however, ensure you have excellent wines on that platform to attract new customers.”
Educational seminars and panel discussions
In addition to the Silent Tasting Room, the impressive lineup of seminars and panel discussions has been a major draw at the WBWE. Key topics included maintaining quality while breaking from conventional packaging, the business and sustainability opportunities in bulk, no- and low-alcohol wines, and finding new markets.
Industry experts such as Amelia Dales of Packamama, Rob Malin of When in Rome, Andrew Ingham of Interpunkt, Barry Dick of Waitrose & Partners, Sebastien Thomas of Moderato, and Florian Ceschi of Ciatti shared their insights, providing valuable knowledge to delegates.
Emerging Trends in Bulk Wine
Several trends are currently shaping the bulk wine industry:
Private Labels: Private labels are becoming a crucial economic driver for wineries without well-positioned brands, allowing them to compete effectively in the market.
Alternative Packaging: Innovative packaging methods, such as canned wines, taps, carton bottles, and flat bottles, attract new consumers. These packaging options are eco-friendly and appeal to younger generations looking for modern and sustainable beverage options.
Sustainability: Bottling at the destination, rather than the origin, is gaining traction as a way to reduce carbon footprints. José Peñín, an entrepreneur and international expert, emphasized the importance of this approach: “True sustainability involves exporting in bulk and packaging at the destination. Bottling at destination brings a lot of importance to bulk wine.”
No- and Low-Alcohol Wines: This segment is experiencing the fastest growth in the drinks sector, driven by new generations seeking alternative beverages. Cristina Miranda, marketing director at WBWE, noted, “The future loyalty of new generations depends on offering them products that are more adapted to their tastes, which can also be competitive. Unbranded wines have a great opportunity here.”
Business implications and opportunities
These trends present significant opportunities for businesses involved in the bulk wine category. Embracing alternative packaging and focusing on sustainability can enhance brand appeal and meet consumer demands for eco-friendly products. Additionally, exploring the no- and low-alcohol wine segment can open new revenue streams and attract a broader customer base.
Bottling at the destination addresses sustainability concerns and offers cost efficiencies in an increasingly competitive market with unpredictable duty and exchange rates, transport costs, and shipping challenges. However, it is essential to balance these benefits with the need to support local economies in wine-producing regions, such as South Africa, where bottling at the origin can help address unemployment and poverty.
With the Bulk Wine Exhibition only a few months away, once again, this category is poised for significant growth, driven by innovative trends and a focus on sustainability. Businesses that adapt to these changes and leverage the opportunities presented will be well-positioned to succeed in this dynamic and evolving market.
Pre-registrations for the World Bulk Wine Exhibition are now open. Visitors can order their access badge here.
For more information, contact marketing@worldbulkwine.com | www.worldbulkwine.com
