April 29, 2025 • 20 mins
Vinexpo America is nearly upon us! This annual event will be in Miami on May 7 & 8.
Host Jimmy Moreland and MHW's Cassidy Poe chat with Vinexposium Director of Overseas Events Grace Ghazale about what to expect and how to get the most out of attending the event.
If you're listening to this the week it releases, it's not too late to register to attend as a visitor! Use MHW's special code VAMERICA25 for discounted registration.
Find out more and register for Vinexpo America: Website
More info about MHW at https://www.mhwltd.com/
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:06):
Welcome to the MHW Mark podcast, where we take deep
dives into various aspects ofthe alcohol industry.
My name is Jimmy Moreland.
Mhw is a US and EU beveragealcohol importer, distributor
and service provider Co-hostingwith me today.
I'm pleased to welcome backMHW's Cassidy Poe.
Welcome back, cassidy.
How have you been Pleased towelcome back MHW's Cassidy Poe?
Welcome back, cassidy, how haveyou been?
Speaker 2 (00:25):
Hey, jimmy, thank you , I'm happy to be back.
I feel like it's been a whilethis time.
Speaker 1 (00:31):
It's been a minute.
It seems like MHW has beenrunning yourselves ragged.
Speaker 2 (00:35):
We are very busy, that is for sure.
Speaker 1 (00:38):
Tis the season, but we're glad we were able to edge
ourselves into your calendar andget ourselves another episode
here Now.
This one is timely because wetalked today about an event, a
multi-day event, that is comingup on the calendar.
Speaker 2 (00:54):
Yes, so today we are talking about VinExpo America,
which is coming up on May 7thand the 8th in Miami, florida.
Previously it was held in NewYork City, so we're very excited
to see the show and howeverything goes in Miami.
It should be a good time.
Speaker 1 (01:16):
And our guest really will dive deep into details and
strategies and all that goodstuff.
But can you tell me a littlebit about, I guess, MHW's
involvement and role with this?
Speaker 2 (01:28):
Yes, for sure.
Mhw is serving as the importerof record for VinExpo America,
basically meaning for all of thebrands who aren't currently in
the US.
We assist in getting theirsamples to the show and then we
(01:50):
have a team of two of us whowill be on site at a help desk
for anybody who has any issuesor is interested in MHW and has
questions, or just any of ourlisteners who want to come say
hi.
Speaker 1 (01:58):
For all the big MHW Mark podcast heads out there who
want to meet your heroes,they'll be there live in person.
Yeah, I won't be there.
We're still trying to?
Speaker 2 (02:09):
Unfortunately not, Jimmy.
Speaker 1 (02:10):
We're still trying to get a line item for Jimmy's
travel on the budget, but we'llget it there someday, all right.
Well, we do have a greatdiscussion with our guests, so
let's jump into it.
Our guest today is the directorof overseas events for
VinExposium.
Welcome to the show, graceGazalet.
Speaker 3 (02:29):
Thank you so much, Jimmy Cassidy, for having me.
Speaker 1 (02:32):
Grace, thank you for being here.
Can you share a little bitabout VinExposium, about the
events, about VinExpo America?
Just tell us a little bit aboutyourself and what you do.
Speaker 3 (02:44):
So let's start first with Venexposium.
Venexposium is an internationalcompany based in France.
We have now six events all overthe world.
We're specialized in B2B events, meaning we're dealing with
trade individuals.
Our exhibitors are producersand visitors.
We're looking at importers,distributors and the ORECA
(03:07):
industry.
So we're all over the world andwe have three pillars.
So first of all, our mainobjective is to create
opportunities between producersand importers to meet to develop
networking, because when you'rein a show, you're looking to
have a volume of visitors andalso we share knowledge through
(03:27):
our Venexpo Academy, becausewhen you're in a show, you're
looking to have a volume ofvisitors and also we share
knowledge through our ViniExpoAcademy.
We have masterclasses andconferences to help DUSO be
always ahead of trends or maybehelp out on, for instance, what
you will do later on in Miamifor Cassidy is to tell us more
about how to import anddistribute in the US.
(03:48):
So a common mistake will be tothink that because our name is
Vinaxpo, that we're French,we're only dedicated to French
wine.
So first of all let me correctthis.
We're not only about Frenchwines.
When you come to Vina ExpoAmerica, you will have 30% of
exhibitors which are French, butthe other ones came from all
(04:08):
over the world.
So we have European wine withPortugal, germany present, but
also Eastern countries, andwe'll have also Brazil will be
there, new Zealand and Australia, for instance.
Also, when we talk aboutvisitors, we're looking at more
than 40 countries representedand, as of today, registered for
(04:31):
coming to the show.
Another mistake would be to saythat, because our name is
Binexpo, it's only about wine,but we also have a spirit part
and you can find at our showalso rum, tequila, whiskey,
vodka and so on.
So, jimmy, you have to be there, maybe if you like this.
Speaker 1 (04:49):
And your title again that I read there is Director of
Overseas Events for VinExposium.
Can you tell us a bit about, Iguess, a typical day at the
office, if such a thing exists?
Speaker 3 (05:00):
For sure.
So I joined the company, likesix months ago For sure.
So I joined the company, likesix months ago, and I'm super
blessed because I get to workall over the world and work for
our different shows abroad.
So we have our flagship show,which is Wine Paris.
(05:22):
Wine Paris is located in Paris,france, and we became leaders
this year.
So we're a huge show show.
And then we have more regionalevents, such as VIN Expo Asia.
One year we're in Hong Kong andthe second one we're in
Singapore, so this year it'sgoing to be Singapore.
We also have India.
We're covering India and withVIN Expo America, we're covering
the Americas, so the wholecontinent.
My main job is to work for allthose events.
(05:45):
So, as you would say, I don'thave a typical day at work, but
the more close we get to theevent, the more operational it
gets, and we're looking atmaking sure we are in a good
pace to deliver.
But for that we have a greatteam working on all of them.
So that's perfect and on myside and with the team, of
(06:07):
course, we're already working onthe next steps, meaning what we
will do in 2026.
Because an event is areflection of a market and with
all the changes that we have, wehave to take into account.
It's not living on its own.
It has to take into accountwhatever is happening in the
world.
Speaker 1 (06:27):
I imagine that in particular, is difficult right
now, with things happening inthe US.
Speaker 3 (06:34):
Of course I wouldn't say it's difficult, I would say
it's challenging.
And actually I think what wehave to know is that when we do
a show, we have the wholeindustry meet up in the same
place.
So in challenge time, it'swhere you can find actually
opportunities in the same place.
So in challenge time, it'swhere you can find actually
opportunities.
Because you're right, jimmy,let's face it, it's harder, it's
(06:59):
going to be harder to importnow in the US than we did before
, but still the US is a hugemarket.
It's 45 billions of dollars.
And also, what we have to knowis that I don't know if you knew
that, because I learned it whenI arrived 95% of American wine
is consumed in the country.
We have more than 18 millionwhich is imports.
(07:21):
It's complementary.
So at the end of the day, theAmerican consumer wants also to
have wines from abroad.
So it's just an added valuealso to have wines from abroad.
So it's just an added value.
And when you come to a showlike the Expo Miami, you'll also
have the opportunity to talkwith, if you already have
distributors or if you alreadyhave contacts, to talk with all
(07:41):
of them, to gather around andseek opportunities on how to
overcome those taxes Becausethey're here Now.
How do we work to face it sothat the end consumer at the end
doesn't have this artificialinflation that he's afraid of?
Speaker 2 (08:00):
Speaking of VinExpo America, I'm just curious, as
I'm sure some of our listenersare as well.
Some of us have previouslyattended VinExpo America in New
York, so do you want to talk alittle bit about why the show
has moved to Miami this year?
Speaker 3 (08:17):
I would answer first, the weather, but I think it's
not a good answer, right?
No, not only the weather, don'tworry about it.
I would also say it's part ofour DNA for VinExplosium to
create opportunity.
As you know and you know itbetter than me, cassidy that we
have the tier system in the US,meaning that when we were in New
York, we were targeting a partof the market.
(08:39):
When we arrived in Miami, wewere opening up for new
opportunities to meet newdistributors or employers Also.
I would say that Miami also.
I would say that Miami, becauseof what it represents as
tourism, as the industry youhave retail, you have cruises
and so on it offers largeropportunities which can suit the
(09:02):
wine and spirit markets.
And finally, and I think it'sthe most important reason, it's
the location.
When you're in Miami, you'relike at the south of the north
and the north of the south,meaning that you're targeting
northern America, but also LatinAmerica, caribbean and southern
(09:22):
America.
And I think, at the end of theday, it gives producers the
diversity and variety ofvisitors and that is why I was
telling you before we have morethan 40 country registers as of
now.
Speaker 1 (09:35):
Grace, let's talk about more on the brand side,
and particularly about newbrands.
A lot of brands do listen tothis podcast.
Do you have any advice or doyou think it's important in
particular for new brands totake part in VinExpo America,
and is there, I guess, adifferent strategy or approach
for more developed brands?
Speaker 3 (09:56):
Yeah, of course.
So first let me tell you aboutnew brands.
You said actually I think yousaid the answer in your question
it's all about the strategy.
If you want to develop theAmerican market, we would advise
you to come to VinExpo America.
But as we have a wide portfolio, I would tell you if tomorrow
you tell me no, I want todevelop Asia, I won't tell you
(10:17):
to come because I want you tohave a ROI return on investment,
of course.
So I would tell you no, go tosomewhere else, because that's
what you want to invest in.
And more widely, when you cometo a show, the main objective is
to have, in one marketinginvestment, a possibility to
meet up with a volume ofimporters or buyers, and so on.
(10:41):
So that's why you come to one ofour events, and if you choose
to come to venexpo america isbecause you want to develop this
part of the world, and oursales team is great for this.
It's not only about you comingone time.
It's about really accompanyingyou to help you out regarding of
your strategy on how you wantto develop your company another
(11:04):
one of your shows that our teamattends pretty regularly now is
wine paris.
Speaker 2 (11:11):
So speaking of strategy here, I assume if these
brands are interested in theEuropean market, you would say
they should attend Wine Paris,which has been one of the
fastest growing trade shows inthe past couple of years.
We've seen it grow a ton, whichhas been really cool to witness
.
Can you tell us a little bitabout what made that possible
(11:33):
and how your team kind of madethis happen and what's special
about Wine Paris?
Speaker 3 (11:39):
I cannot take credit for Wine Paris at all.
I arrived like two monthsbefore the show.
Let's face it.
It's been a lot of hard workfor all of the team.
Honestly, I've been, I've seenthem and it's pretty amazing
what they did.
I totally agree with you.
And, from the inside out, I cantell you a bit about, for me,
what made it special.
It's because we didn't do ashow for the industry.
(12:01):
We did it with them.
We were challenged by keyplayers, we listened to them and
that's how we managed to growthis fast and this well, I guess
.
And that's how we managed togrow this fast and this well, I
guess.
Speaker 1 (12:12):
Now I assume you know you say there that you worked
with the industry.
I assume these events areindustry only, so not open to
the public.
Speaker 3 (12:20):
No, it's a B2B event, so they're open to the industry
in the largest sense, meaningthat if you're a sommelier, if
you're a restaurateur, you cancome and you can visit the show
for sure.
But when we say buyers andproducers, we're just saying
that on the chain of value ofthe market, it's our main
(12:41):
targets for exhibitors andvisitors.
But everybody is welcome withinthe industry because it's
always good also for the academyactually, you know to see the
latest trends, because it'salways good also for the academy
, actually, you know to see thelatest trends, to see also
different products highlightedand to have a better
understanding of the market.
Speaker 1 (12:57):
Given that this is an industry versus a public-facing
type of event.
I'm wanting to highlight that,especially for newer brands who
might be used to presenting tothe general public and doing
those kinds of tastings andactivations and all of those
kinds of things, how should theyapproach this kind of event
(13:18):
differently to get the most outof that marketing investment
that you mentioned?
Speaker 3 (13:23):
I would say that it's all about prepping for the
event.
You know, and we offer aplatform for them, meaning that
before the show you can, for allthe brands who are exhibiting
actually to the show, theyconnect to their space and they
can actually start to plan allthe business meeting they want
with the buyers which are on theother side, also registered,
(13:46):
meaning that they arrive at theshow and they already have an
agenda with buyers who could beinterested in their product and
who might buy from them, whichis we cannot neglect, because
it's really part of what theshow is.
It's a business show.
In Wine Paris, for instance, wehad more than 16,000 business
(14:08):
meetings planned during the show, which is kind of a huge number
.
I was in finance so I can tellyou it's a huge number.
Also what is important forbrands to know.
So we have the platform, thebusiness meeting platform, but
also we can help out and relaytheir innovation, meaning that
we are in contact with media andso on.
(14:30):
So when I say prepping, it'sall about, you know, telling us
also what they want to highlight, and we're here to help them do
the best of this investment.
Speaker 2 (14:42):
I know one thing that MHW does a lot for, both our
newer clients and our seasonedbrands, is just encouraging them
to attend the shows, like yousaid, even if you're not
exhibiting.
Just being there can make sucha difference, not only for these
business meetings you mentioned, but also the educational
(15:04):
aspect of it is reallybeneficial.
I know at the upcoming the nextone, america we're very excited
.
Our own director of businessdevelopment, michelle, will be
speaking about the U?
S market.
Can you tell us what toanticipate from an educational
perspective for any othersessions that are happening?
Speaker 3 (15:25):
Yes, so we're talking with you and thank you again
for doing this conference on howto import and distribute.
I think, now more than ever,this conference will be really
appreciated by our exhibitorsbut also, as you said, visitors.
But we're looking on anotherinsight which is going to be
really, I think, needed andimportant for producers is the
(15:49):
Gen Z trend, because the Gen Z,we're going to approach it in
different manners.
So we're going to have datafrom IWSR, data from the Wine
Market Council, but also we'llhave the Chaplain School giving
us more insight about the youth,and the thing is, we say
sometimes that Gen Z drink lesswine.
(16:09):
I think it's just the way wetalk and we adapt our
communication so that winebecomes also part of their
habits, because I don't know foryou, but at the age of 20, I
didn't drink much wine too.
So I think it's all about youknow, different generation and
adapting ourselves.
So we'll have this for moreglobal trends, but we'll also
(16:32):
have we'll be more local withSarah Phillips.
Sarah Phillips works in Miamiand she does wine docs, so she's
going to do one during the show.
She's going to talk also aboutthe local markets, which is nice
, and we'll also have the riseof the agave, because it's one
of the highest training spiritsnowadays and you can find all
(16:54):
our agenda on the website if youlike.
And when visitors want to prepfor the show, they can actually
book it in advance for some ofthe classes and the other just
like take into account the hoursand the days.
Speaker 1 (17:11):
And we'll have links to that in the show notes for
people to check out.
Speaker 2 (17:15):
Yes, I know I'm excited myself to not only watch
Michelle speak but tune intosome of those other ones as well
.
For our listeners, michelle andI will be on site of an Expo
America in a little MHW helpdesk.
For anybody who needs to findus or would like to talk about
MHW, we are there.
(17:36):
We'll round this out here.
I believe by the time this goeslive it's too late to exhibit.
Correct me if I'm wrong, butpeople can still attend.
So how can brands register orvisitors register to attend?
Speaker 3 (17:52):
So yes, cassidy, it's going to be too late to attend
as an exhibitor, but everybody'swelcome.
As you said it, a producer cancome and see and taste the show
and sense the market.
They can go to the websitevenexpo-americacom.
They just have to pre-registerand get their badge and I think
(18:12):
we have a complimentary codewith you, I guess.
Speaker 2 (18:15):
Yes, we do.
We'll put that in the shownotes as well, so that everyone
can access it easier.
Speaker 1 (18:23):
So, yes, the links and the code, all of that will
be in the show notes for peopleto check out, so you can get
yourself registered and goattend that.
Very fun.
And now it's time for our funquestion that we like to ask
every guest Grace, what is yourfavorite?
We'll say adult beverage.
Speaker 3 (18:43):
Adult beverage.
Okay.
So I would say, for a cocktailI'd go for margarita.
I think it's pretty classic,but I like it, and I would say
frozen if I'm in Miami, or maybespicy, depending on the mood.
Speaker 1 (19:01):
Do you take salt?
Speaker 3 (19:02):
Yeah, but I'm still French, so let's face it, I'm
always for a glass of wineduring dinner.
Speaker 1 (19:10):
Very good A margarita or a glass of wine.
I want to say thank you so much, Grace Gazalet, for coming by
to share some information withus For folks.
Again, you can check out theshow notes and make sure that
you're registered in time toattend.
Grace, thank you so much forstopping by and thank you for
(19:34):
having me and Cassidy.
Thank you and to MHW forpartnering with us and thank you
, listeners, for joining us onthe MHW Mark podcast and thanks
again to Cassidy Poe for joiningme in hosting.
Speaker 2 (19:40):
Always happy to be here, Jimmy.
Speaker 1 (19:42):
This podcast is produced by me, jimmy Moreland,
with booking and planningsupport by Cassidy Poe and
Bridget McCabe.
It's presented by MHW.
Find out more at mhw.
We'll be back in your feed witha bonus episode next week.
Double the content, double thefun.
(20:04):
We'll see you then, cheers.
Welcome to the MHW Mark podcast, where we take deep
dives into various aspects ofthe alcohol industry.
My name is Jimmy Moreland.
Mhw is a US and EU beveragealcohol importer, distributor
and service provider Co-hostingwith me today.
I'm pleased to welcome backMHW's Cassidy Poe.
Welcome back, cassidy.
How have you been Pleased towelcome back MHW's Cassidy Poe?
Welcome back, cassidy, how haveyou been?
Speaker 2 (00:25):
Hey, jimmy, thank you , I'm happy to be back.
I feel like it's been a whilethis time.
Speaker 1 (00:31):
It's been a minute.
It seems like MHW has beenrunning yourselves ragged.
Speaker 2 (00:35):
We are very busy, that is for sure.
Speaker 1 (00:38):
Tis the season, but we're glad we were able to edge
ourselves into your calendar andget ourselves another episode
here Now.
This one is timely because wetalked today about an event, a
multi-day event, that is comingup on the calendar.
Speaker 2 (00:54):
Yes, so today we are talking about VinExpo America,
which is coming up on May 7thand the 8th in Miami, florida.
Previously it was held in NewYork City, so we're very excited
to see the show and howeverything goes in Miami.
It should be a good time.
Speaker 1 (01:16):
And our guest really will dive deep into details and
strategies and all that goodstuff.
But can you tell me a littlebit about, I guess, MHW's
involvement and role with this?
Speaker 2 (01:28):
Yes, for sure.
Mhw is serving as the importerof record for VinExpo America,
basically meaning for all of thebrands who aren't currently in
the US.
We assist in getting theirsamples to the show and then we
(01:50):
have a team of two of us whowill be on site at a help desk
for anybody who has any issuesor is interested in MHW and has
questions, or just any of ourlisteners who want to come say
hi.
Speaker 1 (01:58):
For all the big MHW Mark podcast heads out there who
want to meet your heroes,they'll be there live in person.
Yeah, I won't be there.
We're still trying to?
Speaker 2 (02:09):
Unfortunately not, Jimmy.
Speaker 1 (02:10):
We're still trying to get a line item for Jimmy's
travel on the budget, but we'llget it there someday, all right.
Well, we do have a greatdiscussion with our guests, so
let's jump into it.
Our guest today is the directorof overseas events for
VinExposium.
Welcome to the show, graceGazalet.
Speaker 3 (02:29):
Thank you so much, Jimmy Cassidy, for having me.
Speaker 1 (02:32):
Grace, thank you for being here.
Can you share a little bitabout VinExposium, about the
events, about VinExpo America?
Just tell us a little bit aboutyourself and what you do.
Speaker 3 (02:44):
So let's start first with Venexposium.
Venexposium is an internationalcompany based in France.
We have now six events all overthe world.
We're specialized in B2B events, meaning we're dealing with
trade individuals.
Our exhibitors are producersand visitors.
We're looking at importers,distributors and the ORECA
(03:07):
industry.
So we're all over the world andwe have three pillars.
So first of all, our mainobjective is to create
opportunities between producersand importers to meet to develop
networking, because when you'rein a show, you're looking to
have a volume of visitors andalso we share knowledge through
(03:27):
our Venexpo Academy, becausewhen you're in a show, you're
looking to have a volume ofvisitors and also we share
knowledge through our ViniExpoAcademy.
We have masterclasses andconferences to help DUSO be
always ahead of trends or maybehelp out on, for instance, what
you will do later on in Miamifor Cassidy is to tell us more
about how to import anddistribute in the US.
(03:48):
So a common mistake will be tothink that because our name is
Vinaxpo, that we're French,we're only dedicated to French
wine.
So first of all let me correctthis.
We're not only about Frenchwines.
When you come to Vina ExpoAmerica, you will have 30% of
exhibitors which are French, butthe other ones came from all
(04:08):
over the world.
So we have European wine withPortugal, germany present, but
also Eastern countries, andwe'll have also Brazil will be
there, new Zealand and Australia, for instance.
Also, when we talk aboutvisitors, we're looking at more
than 40 countries representedand, as of today, registered for
(04:31):
coming to the show.
Another mistake would be to saythat, because our name is
Binexpo, it's only about wine,but we also have a spirit part
and you can find at our showalso rum, tequila, whiskey,
vodka and so on.
So, jimmy, you have to be there, maybe if you like this.
Speaker 1 (04:49):
And your title again that I read there is Director of
Overseas Events for VinExposium.
Can you tell us a bit about, Iguess, a typical day at the
office, if such a thing exists?
Speaker 3 (05:00):
For sure.
So I joined the company, likesix months ago For sure.
So I joined the company, likesix months ago, and I'm super
blessed because I get to workall over the world and work for
our different shows abroad.
So we have our flagship show,which is Wine Paris.
(05:22):
Wine Paris is located in Paris,france, and we became leaders
this year.
So we're a huge show show.
And then we have more regionalevents, such as VIN Expo Asia.
One year we're in Hong Kong andthe second one we're in
Singapore, so this year it'sgoing to be Singapore.
We also have India.
We're covering India and withVIN Expo America, we're covering
the Americas, so the wholecontinent.
My main job is to work for allthose events.
(05:45):
So, as you would say, I don'thave a typical day at work, but
the more close we get to theevent, the more operational it
gets, and we're looking atmaking sure we are in a good
pace to deliver.
But for that we have a greatteam working on all of them.
So that's perfect and on myside and with the team, of
(06:07):
course, we're already working onthe next steps, meaning what we
will do in 2026.
Because an event is areflection of a market and with
all the changes that we have, wehave to take into account.
It's not living on its own.
It has to take into accountwhatever is happening in the
world.
Speaker 1 (06:27):
I imagine that in particular, is difficult right
now, with things happening inthe US.
Speaker 3 (06:34):
Of course I wouldn't say it's difficult, I would say
it's challenging.
And actually I think what wehave to know is that when we do
a show, we have the wholeindustry meet up in the same
place.
So in challenge time, it'swhere you can find actually
opportunities in the same place.
So in challenge time, it'swhere you can find actually
opportunities.
Because you're right, jimmy,let's face it, it's harder, it's
(06:59):
going to be harder to importnow in the US than we did before
, but still the US is a hugemarket.
It's 45 billions of dollars.
And also, what we have to knowis that I don't know if you knew
that, because I learned it whenI arrived 95% of American wine
is consumed in the country.
We have more than 18 millionwhich is imports.
(07:21):
It's complementary.
So at the end of the day, theAmerican consumer wants also to
have wines from abroad.
So it's just an added valuealso to have wines from abroad.
So it's just an added value.
And when you come to a showlike the Expo Miami, you'll also
have the opportunity to talkwith, if you already have
distributors or if you alreadyhave contacts, to talk with all
(07:41):
of them, to gather around andseek opportunities on how to
overcome those taxes Becausethey're here Now.
How do we work to face it sothat the end consumer at the end
doesn't have this artificialinflation that he's afraid of?
Speaker 2 (08:00):
Speaking of VinExpo America, I'm just curious, as
I'm sure some of our listenersare as well.
Some of us have previouslyattended VinExpo America in New
York, so do you want to talk alittle bit about why the show
has moved to Miami this year?
Speaker 3 (08:17):
I would answer first, the weather, but I think it's
not a good answer, right?
No, not only the weather, don'tworry about it.
I would also say it's part ofour DNA for VinExplosium to
create opportunity.
As you know and you know itbetter than me, cassidy that we
have the tier system in the US,meaning that when we were in New
York, we were targeting a partof the market.
(08:39):
When we arrived in Miami, wewere opening up for new
opportunities to meet newdistributors or employers Also.
I would say that Miami also.
I would say that Miami, becauseof what it represents as
tourism, as the industry youhave retail, you have cruises
and so on it offers largeropportunities which can suit the
(09:02):
wine and spirit markets.
And finally, and I think it'sthe most important reason, it's
the location.
When you're in Miami, you'relike at the south of the north
and the north of the south,meaning that you're targeting
northern America, but also LatinAmerica, caribbean and southern
(09:22):
America.
And I think, at the end of theday, it gives producers the
diversity and variety ofvisitors and that is why I was
telling you before we have morethan 40 country registers as of
now.
Speaker 1 (09:35):
Grace, let's talk about more on the brand side,
and particularly about newbrands.
A lot of brands do listen tothis podcast.
Do you have any advice or doyou think it's important in
particular for new brands totake part in VinExpo America,
and is there, I guess, adifferent strategy or approach
for more developed brands?
Speaker 3 (09:56):
Yeah, of course.
So first let me tell you aboutnew brands.
You said actually I think yousaid the answer in your question
it's all about the strategy.
If you want to develop theAmerican market, we would advise
you to come to VinExpo America.
But as we have a wide portfolio, I would tell you if tomorrow
you tell me no, I want todevelop Asia, I won't tell you
(10:17):
to come because I want you tohave a ROI return on investment,
of course.
So I would tell you no, go tosomewhere else, because that's
what you want to invest in.
And more widely, when you cometo a show, the main objective is
to have, in one marketinginvestment, a possibility to
meet up with a volume ofimporters or buyers, and so on.
(10:41):
So that's why you come to one ofour events, and if you choose
to come to venexpo america isbecause you want to develop this
part of the world, and oursales team is great for this.
It's not only about you comingone time.
It's about really accompanyingyou to help you out regarding of
your strategy on how you wantto develop your company another
(11:04):
one of your shows that our teamattends pretty regularly now is
wine paris.
Speaker 2 (11:11):
So speaking of strategy here, I assume if these
brands are interested in theEuropean market, you would say
they should attend Wine Paris,which has been one of the
fastest growing trade shows inthe past couple of years.
We've seen it grow a ton, whichhas been really cool to witness
.
Can you tell us a little bitabout what made that possible
(11:33):
and how your team kind of madethis happen and what's special
about Wine Paris?
Speaker 3 (11:39):
I cannot take credit for Wine Paris at all.
I arrived like two monthsbefore the show.
Let's face it.
It's been a lot of hard workfor all of the team.
Honestly, I've been, I've seenthem and it's pretty amazing
what they did.
I totally agree with you.
And, from the inside out, I cantell you a bit about, for me,
what made it special.
It's because we didn't do ashow for the industry.
(12:01):
We did it with them.
We were challenged by keyplayers, we listened to them and
that's how we managed to growthis fast and this well, I guess
.
And that's how we managed togrow this fast and this well, I
guess.
Speaker 1 (12:12):
Now I assume you know you say there that you worked
with the industry.
I assume these events areindustry only, so not open to
the public.
Speaker 3 (12:20):
No, it's a B2B event, so they're open to the industry
in the largest sense, meaningthat if you're a sommelier, if
you're a restaurateur, you cancome and you can visit the show
for sure.
But when we say buyers andproducers, we're just saying
that on the chain of value ofthe market, it's our main
(12:41):
targets for exhibitors andvisitors.
But everybody is welcome withinthe industry because it's
always good also for the academyactually, you know to see the
latest trends, because it'salways good also for the academy
, actually, you know to see thelatest trends, to see also
different products highlightedand to have a better
understanding of the market.
Speaker 1 (12:57):
Given that this is an industry versus a public-facing
type of event.
I'm wanting to highlight that,especially for newer brands who
might be used to presenting tothe general public and doing
those kinds of tastings andactivations and all of those
kinds of things, how should theyapproach this kind of event
(13:18):
differently to get the most outof that marketing investment
that you mentioned?
Speaker 3 (13:23):
I would say that it's all about prepping for the
event.
You know, and we offer aplatform for them, meaning that
before the show you can, for allthe brands who are exhibiting
actually to the show, theyconnect to their space and they
can actually start to plan allthe business meeting they want
with the buyers which are on theother side, also registered,
(13:46):
meaning that they arrive at theshow and they already have an
agenda with buyers who could beinterested in their product and
who might buy from them, whichis we cannot neglect, because
it's really part of what theshow is.
It's a business show.
In Wine Paris, for instance, wehad more than 16,000 business
(14:08):
meetings planned during the show, which is kind of a huge number
.
I was in finance so I can tellyou it's a huge number.
Also what is important forbrands to know.
So we have the platform, thebusiness meeting platform, but
also we can help out and relaytheir innovation, meaning that
we are in contact with media andso on.
(14:30):
So when I say prepping, it'sall about, you know, telling us
also what they want to highlight, and we're here to help them do
the best of this investment.
Speaker 2 (14:42):
I know one thing that MHW does a lot for, both our
newer clients and our seasonedbrands, is just encouraging them
to attend the shows, like yousaid, even if you're not
exhibiting.
Just being there can make sucha difference, not only for these
business meetings you mentioned, but also the educational
(15:04):
aspect of it is reallybeneficial.
I know at the upcoming the nextone, america we're very excited
.
Our own director of businessdevelopment, michelle, will be
speaking about the U?
S market.
Can you tell us what toanticipate from an educational
perspective for any othersessions that are happening?
Speaker 3 (15:25):
Yes, so we're talking with you and thank you again
for doing this conference on howto import and distribute.
I think, now more than ever,this conference will be really
appreciated by our exhibitorsbut also, as you said, visitors.
But we're looking on anotherinsight which is going to be
really, I think, needed andimportant for producers is the
(15:49):
Gen Z trend, because the Gen Z,we're going to approach it in
different manners.
So we're going to have datafrom IWSR, data from the Wine
Market Council, but also we'llhave the Chaplain School giving
us more insight about the youth,and the thing is, we say
sometimes that Gen Z drink lesswine.
(16:09):
I think it's just the way wetalk and we adapt our
communication so that winebecomes also part of their
habits, because I don't know foryou, but at the age of 20, I
didn't drink much wine too.
So I think it's all about youknow, different generation and
adapting ourselves.
So we'll have this for moreglobal trends, but we'll also
(16:32):
have we'll be more local withSarah Phillips.
Sarah Phillips works in Miamiand she does wine docs, so she's
going to do one during the show.
She's going to talk also aboutthe local markets, which is nice
, and we'll also have the riseof the agave, because it's one
of the highest training spiritsnowadays and you can find all
(16:54):
our agenda on the website if youlike.
And when visitors want to prepfor the show, they can actually
book it in advance for some ofthe classes and the other just
like take into account the hoursand the days.
Speaker 1 (17:11):
And we'll have links to that in the show notes for
people to check out.
Speaker 2 (17:15):
Yes, I know I'm excited myself to not only watch
Michelle speak but tune intosome of those other ones as well
.
For our listeners, michelle andI will be on site of an Expo
America in a little MHW helpdesk.
For anybody who needs to findus or would like to talk about
MHW, we are there.
(17:36):
We'll round this out here.
I believe by the time this goeslive it's too late to exhibit.
Correct me if I'm wrong, butpeople can still attend.
So how can brands register orvisitors register to attend?
Speaker 3 (17:52):
So yes, cassidy, it's going to be too late to attend
as an exhibitor, but everybody'swelcome.
As you said it, a producer cancome and see and taste the show
and sense the market.
They can go to the websitevenexpo-americacom.
They just have to pre-registerand get their badge and I think
(18:12):
we have a complimentary codewith you, I guess.
Speaker 2 (18:15):
Yes, we do.
We'll put that in the shownotes as well, so that everyone
can access it easier.
Speaker 1 (18:23):
So, yes, the links and the code, all of that will
be in the show notes for peopleto check out, so you can get
yourself registered and goattend that.
Very fun.
And now it's time for our funquestion that we like to ask
every guest Grace, what is yourfavorite?
We'll say adult beverage.
Speaker 3 (18:43):
Adult beverage.
Okay.
So I would say, for a cocktailI'd go for margarita.
I think it's pretty classic,but I like it, and I would say
frozen if I'm in Miami, or maybespicy, depending on the mood.
Speaker 1 (19:01):
Do you take salt?
Speaker 3 (19:02):
Yeah, but I'm still French, so let's face it, I'm
always for a glass of wineduring dinner.
Speaker 1 (19:10):
Very good A margarita or a glass of wine.
I want to say thank you so much, Grace Gazalet, for coming by
to share some information withus For folks.
Again, you can check out theshow notes and make sure that
you're registered in time toattend.
Grace, thank you so much forstopping by and thank you for
(19:34):
having me and Cassidy.
Thank you and to MHW forpartnering with us and thank you
, listeners, for joining us onthe MHW Mark podcast and thanks
again to Cassidy Poe for joiningme in hosting.
Speaker 2 (19:40):
Always happy to be here, Jimmy.
Speaker 1 (19:42):
This podcast is produced by me, jimmy Moreland,
with booking and planningsupport by Cassidy Poe and
Bridget McCabe.
It's presented by MHW.
Find out more at mhw.
We'll be back in your feed witha bonus episode next week.
Double the content, double thefun.
(20:04):
We'll see you then, cheers.
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