Every time you think there is not enough room in the world’s wine calendar for another major event, another one pops up, usually in a new city or different part of the world. In the last couple of years alone we have seen new shows appear in Paris, New York, San Francisco, Tokyo, Singapore or Shanghai, to name just a few. But how do these exhibition organisers decide where to go? Well, it seems they need to get two things right. The size and growth opportunity within the local market, be it the host city, or country as a whole, and how attractive that region is to international producers and, therefore, potential exhibitors. So if you want to predict where the next new markets for wine are going to come from then follow where the world’s biggest wine shows are opening up new fairs, says Richard Siddle.
