It is a surprise there are no major wine shows like Prowein, Vinitaly, or Vinexpo in the United States. I know there has been an effort to have a Vinexpo and finally in March 2018 it will return to a New York edition. Where are there no large wine shows in the United States?
I do think the world’s largest wine market could have a west coast major wine show–either a franchise of a major European wine event or a home grown one.
Because the US is the world’s largest wine market is an opportunity for trade and media to gather in one city per year. The idea of this germinates in a place to show a producers wines from the US and wines from abroad and those seeking importers to pick up new producers this could be a productive place to do this. And it could help as a venue for export for domestic producers for international markets.
The current way international producers come to the US is a respective tour which do not always go the same cities every year (only exception would be New York). There is an Australian tour coming to the US but missing San Francisco. I wish I could attend a nearby tour stop such as Los Angeles but I do not have the time to go to for one tour of one wine region. I would have time if it were a large multi-day and many regions show.
San Francisco has many wine events especially for specific wine regions or categories such as Rhone varieties, Pinot Noir, North American Iberian varieties, etc. The peaks and valleys of these specialised events is not fatigue necessarily on event attendee but with the producers–it can be costly to attend many events to pour wines versus fewer events. It is not just the cost of the wines but in terms of personnel, cost of the event itself and even travel expenses.
I think there is much to be gained for both participant and attendees for a Prowein, Vinexpo or Vinitaly in the Western U.S. San Francisco for example has a strong interest in wine events from trade, media and a very strong interest from consumer who like to make discovery of new producers and wines.
San Francisco is a city with where venues are quickly disappearing and those that still exist can be expensive and even more difficult is how difficult is to do a wine event in California in general due to ABC regulation. Even though super tall towers (Salesforce Tower, Oceanwide Centre and other towers) are being built in San Francisco sadly open space and event space is not on any future plans. If current trends continue we may see a decreased capability of fewer wine events in San Francisco. But a large wine event could happen and may be economically viable if this event could use convention centre space.
But for a true discovery of producer by trade, media and consumer is the continuation of wine events; even if more of a consolidation to help bolster the capability of having a rich and durable year-over-year wine show.
James the Wine Guy
Demystifying Wine…One Bottle at a Time from all wine regions around the world.
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