Vinexpo Hong Kong 2016, a port of entry to the Asian market
More than 16,700 buyers from various countries participated in Vinexpo Hong Kong 2016, one of the most important wine and spirits events on an international level, which offered 1,300 exhibitions including Viña Concha y Toro’s attractive display. After more than 15 years of being held exclusively in the French municipality of Bordeaux, this year the VII edition of the Asian trade show was held in Hong Kong, which is considered to be a key port of entry to Asian markets.
The Asian market, and particularly China, has grown increasingly attractive, becoming the main driver of growth in the consumption of wines and spirits, representing 11% of global wine consumption and 63% of spirits. Furthermore, the growth outlook for the Asian market in the next five years is five times greater than for the rest of the world.
But whether it is held in Europe or in Asia, Vinexpo is considered to be a meeting point for the wine and spirits industry’s key players —including distributors, suppliers, customers and specialized media, among others— in a format which combines business with an extensive outreach program. In the 2016 version of the event, attendees had the opportunity to participate in meetings, interviews and generate contacts, as well as attending seminars, tastings and exhibitions. The Vinexpo Academy also offered a range of unmissable activities, including an extensive tasting program, talks and product displays conducted by the trade fair’s representatives and companies. These activities were considered to be unique opportunities to meet famed oenologists, gain market knowledge and perfect expertise in the world of tasting.
Vinexpo Hong Kong 2016, a port of entry to the Asian market
The 2016 edition of the event was officially initiated when the well-known Asian dragon figure passed through various halls of Vinexpo. During the trade fair, Viña Concha y Toro captured attendees’ attention with a spacious two-floor white manor house with an imposing entrance. Inside, an oval tasting room located on the first floor served as a location for several meetings with clients and suppliers, who were able to enjoy an immersion experience in Viña Concha y Toro’s iconic locations through a 360° projection of the vineyards, the Pirque Manor House and the Casillero del Diablo wine cellar.
The same experience was offered by Frontera. In one of the meeting rooms, the brand provided virtual reality glasses to announce the launch of two new blends made with grapes that were picked by night. Other activities that generated a high level of interest among attendees included a comparative tasting between Cabernet Sauvignon and Carmenere varieties, and a master class focused on vintages of the iconic Don Melchor wine.
Two other attractive invitations which captured customers’ attention were the Casillero del Diablo Night —an evening that commemorated the ’60s during which a vintage edition was presented in honor of the brand’s six-decade history— and an exclusive pairing dinner with four emblematic Don Melchor vintages led by chef Bruno Ménard.