You are going to Wine Paris for the first time rather than ProWein - what has made you decide to move to Paris?
David Babich: ProWein has been good to us. It’s a place where we’ve built partnerships, opened markets, and shared more than a few great bottles and stories. But after a number of successful years there, it felt like time to take a fresh look.
Wine Paris has been gaining real momentum, and the timing, location, and tone of the event make sense for where Babich is heading. We’re a family that believes in doing things right, not just doing them the same way. So while Düsseldorf has been wonderful, Paris offers a new kind of opportunity for connection and growth.
What feedback have you had from potential buyers and customers about meeting them in Paris vs Prowein?
Babich is excited to see what new opportunities there are to explore and capitalise on at Wine Paris but stress the business has also enjoyed many successful years at ProWein
Andre Babich: Most people are pretty happy about the idea of meeting in Paris. The show seems to be attracting a strong mix of European and international buyers, and there is a sense of curiosity and optimism around it.
That aligns well with our own outlook. We’ve had great feedback from customers who appreciate that we are open to change and willing to meet them where the energy is moving.
What will be your main objectives at the show in terms of the wines you will be showing and the messages you want to get across?
David: For us, it’s about reconnecting with people. This industry has always been built on relationships; good conversations, shared trust, and a mutual love of wine.
We are also evolving the Babich brand, so Wine Paris is a great opportunity to sit down with our partners and talk about what that means. We want to give people a clear sense of who Babich is today, what we stand for, where we’re heading, and why that matters.
And of course, there’ll be plenty of wine involved. Tasting together is still the best way to explain what we do. It’s the foundation everything else is built on.
What do you see as being the key things you need to get right in order to make a success of a major international trade show as Wine Paris?
André: It starts with preparation but it certainly doesn’t end there. You need to know why you arethere, who you want to see, and what you want people to walk away understanding about your wines and your business.
At the same time, the best outcomes often come from listening. Understanding what’s happening in each market, what challenges people are facing, and where there’s genuine opportunity.
André and David Babich with Chris Quin, UK and Europe business manager at ProWein last year
We want to meet new people, learn a few things, and enjoy ourselves along the way. Wine should be fun, after all. If we can do all that and still make our flights home, I’ll call it a success.
Babich is operating in markets all over the world - where are you placing your most attention and getting the most demand for your wine?
David: It’s hard to single out one market. We’re active all over the world and every region has its own rhythm and nuances. There is a bit of doom and gloom in some areas and more positive momentum in others but there is opportunity everywhere if you can understand the overlap between what you do well, what your partners are looking for, and what the market is telling you.
We are seeing good traction in mature markets like the UK, Australia, and New Zealand, alongside strong growth potential in parts of Asia. That mix keeps us sharp, and that’s a good thing.
Why do you think that is?
André: It comes down to relevance and relationships. In established markets, people know who we are. They trust the quality and consistency, and they know we’re in it for the long haul.
In newer markets, there is a real curiosity for wines with genuine stories behind them, not marketing spin but stories that come from a family still turning up every day and doing the work. That combination of authenticity and reliability travels well.
Our distributors also play a huge role. The stronger the partnership, the better the outcome. It’s not magic; it’s people, effort, and a shared belief in what we are building.
How do you see the international market in terms of opportunities and where you are looking to develop your sales?
David: Premiumisation is still very real. People are drinking a little less, but better, which plays to our strengths.
The big opportunity now is execution. Making great wine is one thing; building a great brand around it is another. As an industry, we haven’t always been strong at that, but as a business we are working hard to change it and ensure the quality in the bottle is matched by how we show up in the world.
Then there is innovation. It’s easy to chase trends but disciplined innovation is about staying true to who you are while finding smarter ways to evolve. That’s how we see sustainable growth.
What are the biggest challenges in the global market and how are you looking to overcome them?
André: There is plenty to keep us on our toes; geopolitical uncertainty, shifting consumer behaviour, a highly competitive market, and sustainability expectations that continue to evolve.
The reality is, the world doesn’t sit still. So we stay alert, stay adaptable, and try not to lose our sense of humour along the way. Some days, that is the most sustainable thing you can do.
What are your key objectives in the UK for the coming year?
David: The UK is an important market for us, so our focus is on doing what we do well; keeping our core range strong with our key partners and earning our place on shelf through consistency and trust.
We are also working to broaden the conversation beyond Sauvignon Blanc. It’s the backbone of what we do but we have got some beautiful Pinot Noirs, Chardonnays, and Syrahs that deserve more attention too.
Above all, we want to continue building the Babich brand in a way that feels true to who we are: a family business that has grown by doing things properly, not by chasing shortcuts.
Have you had to adapt the wines you are making for the new UK duty ABV rules?
David and André Babich are committed to building a long-term strategy for the Babich business and working with the right partners to grow their wines in key markets around the world
André: We’re sympathetic to the changes. Everyone in the trade has to deal with them but we have not changed our wines in any fundamental way. Quality always has to come first.
Where there are opportunities to be sensible around ABV, we’ll consider them and make smart decisions in the vineyard and winery where it makes sense. But we won’t compromise the style or integrity of the wines simply to chase tax efficiencies.
How is the New Zealand 2026 harvest looking like in terms of quality and volume?
David: So far, it’s shaping up well. The vineyards are healthy, fruit set looks balanced, and the weather has been on our side. Although we have learned never to tempt fate by saying that too loudly.
If things hold, we are on track for another strong vintage in both quality and volume. But as every grower knows, the season is not over until the fruit is in the winery and the boots are off. Until then, cautious optimism.
Is this a crucial year for New Zealand in terms of balancing the supply and demand of wine - how likely do you think that will be?
It's a crucial year for New Zealand in terms of rebalancing the supply, demand and pricing of its wines
André: Yes, it is. Both supply and demand have been as volatile as I can remember, with swings in crop size, shifting global dynamics, and changing buying patterns.
That said, global demand for New Zealand wine remains strong, and things are beginning to rebalance. Wineries are being more measured in their decisions and thinking longer-term rather than chasing volume at any cost.
It’s part of the industry maturing; learning when to push, when to hold, and how to keep things steady.
Anything else to say?
David: We are genuinely looking forward to Wine Paris. Change keeps you sharp and after many good years at ProWein, it feels like the right moment to try something new.
At its heart, this business is still about people; catching up, sharing ideas, and enjoying a good conversation over a glass of wine. If we can do that, talk a bit of shop, and enjoy a few great wines along the way, I would say that is ime well spent.
And if I come home a couple of kilos heavier thanks to French cuisine, even better.
- Babich will be exhibiting at Wine Paris on Pavilion 6, Stand 6 D233. You can find out more about what they are doing at the show and to get in touch with the team click here.
- Babich is a commercial partner to The Buyer. You can find out more about the business here.
