What role does VIN play in supporting French wine exports?
PM: It’s the largest French wine tasting in the UK. I’d like to think it plays an important role, especially in making the all-important connection between the wines and the people behind them.
CP: VIN acts as a powerful bridge between France and the UK market. By bringing such a wide range of producers together in one place, it gives buyers direct access to new regions, new styles, and new partners they might not otherwise discover. That visibility - and the relationships it sparks - directly strengthens France’s export footprint in the UK.
What is the core vision behind VIN 2026, and how does it differ from previous editions?
In just three years VIN has become the most important Frenh wine tating in the UK
PM: Building on the past three editions I think the value of connecting people is really at the forefront. It’s as much about the people behind the wines as the wines themselves.
CP: Uniting the UK trade with France’s full wine spectrum - over 40 producers, 350 plus wines, all in one room - helping British buyers stay ahead of trends and forge direct links with French producers. More than ever the focus is on France’s diversity with producers from classic regions and from lesser-known terroirs.
How do you decide each year's tasting focus, especially with France's ongoing influence?
CP: France sits above fads and trends, and the focus evolves with the market, so we try to shape the focus around what is genuinely moving the dial for UK buyers. This year we expect to see more “no and low” alcoholic wines in the room, more orange wines as well as the unbeatable classics.
How do you create an immersive experience for attendees beyond the tasting itself?
CP: VIN is built to draw visitors into the people and ideas behind the wines and share their stories. Guided “wine walks” with wine expert and presenter Tom Surgey add structure and insight, while our producers bring the energy - sharing techniques, regional context and what’s shaping French wine right now. The aim is to create a space where you don’t just taste: you learn, connect, discover and leave feeling genuinely inspired.
PM: The French producers are all excited to meet the trade and we hope the day out of the office will be a great one, chatting to as many of our exhibitors as possible.
What are the biggest logistical challenges in organising VIN?
Claire Prothon, Penelope Atkinson and Pandora Mistry are all key members of Business France's VIN team
PM: Moving samples post-Brexit can be a challenge, but we work with logistics partners who keep everything moving smoothly – thank you WS Logistics and Wine Sorted.
What is the process for choosing which producers and appellations to showcase?
CP: We curate the line-up with one goal: to reflect the full breadth of France. That means balancing producer profiles - from independent growers to co-ops and négociants - while bringing in a wide spread of terroirs and appellations from every corner of the country. The result is a showcase that feels genuinely representative, diverse and commercially relevant for UK trade.
PM: We speak with each exhibitor in advance to inform them that the market is challenging, sharing the intricacies of the British wine market and to offer advice on their sales strategy, to make sure that they’re ready for the UK market.
Can you share a memorable anecdote from past VIN events? And what’s the most rewarding part of organising VIN for you personally?
PM: The time when a large spittoon toppled over? Or the samples that never made it through customs, the tube strike, the snow… or when the producers leaving the event delighted, sincerely saying “Merci beaucoup!”
CP: It is 100% seeing the producers and trade connecting, chatting and laughing. Seeing the business it generates - and the relationships that grow from it - is by far the most rewarding part. Watching connections turn into real opportunities makes all the hard work worthwhile.
How do you measure the success of VIN beyond attendance numbers?
The VIN tasting also includes the announcement of the French Champions Awards
CP: We look first at the business outcomes. On average around 10% of producers secure orders or new partnerships in the months following VIN - a figure we track closely.
For us, that conversion rate says far more than footfall: it shows the event is genuinely delivering value for both the trade and the exhibitors. We also collect feedback from producers as well as buyers to continue to ensure our services are adapted to their needs.
PM: The orders that follow, the producers that return the following year, the satisfaction of the exhibitors and the parting comments of ‘great tasting’ from the visitors.
What role does VIN play in supporting French wine exports?
Business France is able to track the level of business and leads that come out of the VIN show
PM: It’s the largest French wine tasting in the UK. I’d like to think it plays an important role, especially in making the all-important connection between the wines and the people behind them.
CP: VIN acts as a powerful bridge between France and the UK market. By bringing such a wide range of producers together in one place, it gives buyers direct access to new regions, new styles, and new partners they might not otherwise discover. That visibility - and the relationships it sparks - directly strengthens France’s export footprint in the UK.
Do you know someone in the wine world who deserves to be named a 2026 French Champion? Celebrate dedication and excellence in promoting French wines by nominating your French Champions here.
* You can register here to attend VIN the French trade tasting event of the year brought to you by Business France.
