The 16th edition of the World Bulk Wine Exhibition (WBWE) has once again proven its pivotal role in the global bulk wine sector.
Held on December 4–5, 2024, in Amsterdam and organised by the Vinexposium Group, the event gathered 245 exhibitors from 25 countries and welcomed 1,988 visitors from over 70 nations. Against a backdrop of economic challenges and the ongoing impact of climate change, the WBWE underscored its importance as a platform for collaboration, innovation, and adaptation in an increasingly competitive global market.
A Year of Decline and Demand
The global wine industry in 2024 faced notable pressures, including a significant drop in production. According to data presented by the International Organisation of Vine and Wine (OIV) at the WBWE, major wine-producing regions such as France, Italy, and Argentina reported reduced harvests due to extreme weather conditions. These challenges have heightened the demand for bulk wine, which constitutes approximately 30% of global wine production volume. Bulk wine has proven indispensable for its flexibility, efficiency, and scalability, making it a critical solution for meeting the demands of the global alcoholic beverage sector during this turbulent period.
A Platform for Business and Innovation
The WBWE is not only a commercial hub but also a beacon for innovation in the wine industry. The event facilitated 500+ business meetings through Vinexposium’s matchmaking services, fostering critical connections between buyers and producers. Alongside traditional powerhouses like Spain, Italy, and France, the exhibition also highlighted the growing importance of the "New Worlds of Wine," with strong participation from Australia, New Zealand, South Africa, Argentina, and Chile. Despite economic tensions, the professionalism of participants ensured productive exchanges, showcasing the industry’s resilience.
The event’s academic programme featured 10 sessions attended by over 300 participants, addressing vital topics such as sustainability, logistics, and the future of low and zero alcohol wines. Notable presentations included insights from Kuehne+Nagel on improving supply chain efficiency and a strategic analysis by The Vine Strategy Group on how bulk wine can enhance profitability and sustainability. In addition, the Silent Tasting Room offered attendees the opportunity to explore 350+ bulk wine labels, providing a comprehensive perspective on the market's offerings.
Expanding Horizons: New Segments and Trends
The WBWE has embraced diversification by broadening its focus to include bulk spirits and ready-to-drink products such as margaritas and espresso martinis. According to Carrie Meslar, marketing director for Endless West, this expansion allows buyers to tap into new categories and align with evolving consumer trends. The International Bulk Wine Competition (IBWC) further highlighted the excellence of the sector, awarding gold medals to six producers from regions like France, Italy, New Zealand, and Argentina.
Preparing for the Future
This year's WBWE marked a transition point as the exhibition integrates more deeply with the Vinexposium Group. CEO Rodolphe Lameyse emphasized plans for a 2025 revamp, aiming to solidify the WBWE’s position as a strategic partner for the global wine industry. These plans include deploying new resources and operational methods to adapt to the sector’s evolving needs.
The 16th edition of the WBWE showcased that bulk wine is far more than a commercial commodity. It represents a pillar of sustainability, innovation, and adaptability—elements essential for navigating the challenges of today’s wine industry. As the sector faces environmental and economic hurdles, the WBWE’s role in fostering collaboration and forward-thinking solutions is more crucial than ever.
Source: Vinetur