Q&A: Rodolphe Lameyse, CEO, Vinexposium

The global wine market is facing an unprecedented crisis. As a leading stakeholder, do you believe this decline is cyclical or structure – and what can the industry do to counter it?

First of all, let's remember that this decline is not news; it started 20 years ago and reflects broader cultural and social changes. Indeed, family life has changed out of all recognition since the mid-20th century; family units are smaller and more dispersed, drinking habits are evolving, and attention spans have shifted. At the same time, policy changes and trade restrictions in two global powerhouses – the US and China – have added immediate pressures, while the overplanting of vines in the late 20th century has left the industry with structural imbalances that require painful adjustments. For example, California has been removing vines at an impressive rate in recent years.

Yet I am optimistic. The industry will continue to leverage free trade agreements – globalisation is not dead – while developing emerging markets and responding strategically to changing consumer demands. Success will depend on producing the right products for the right markets, accepting that no-and-low is a valid wine category, and maintaining a long-term perspective. The challenges are significant, but they are not insurmountable; they require agility and willingness to rethink traditional models while staying true to the culture and enjoyment of wine. Our story isn't over. It's just evolving.

Wine Paris has grown at remarkable speed to become a major global meeting point for the industry. From your perspective, what are the key ingredients that have made it such a success in such a short time?

Wine Paris is the natural successor to Vinexpo – a powerful and trusted institution that endured for decades. Yet I knew that the decision to relocate a major wine fair to Paris made strategic sense - and I have been vindicated. Above all, it presented an unprecedented opportunity to reinvent and reenergise the event at a time when the industry is facing unprecedented challenges. From the outset, our ethos was to make life as easy as possible for both exhibitors and visitors: we have focused heavily on efficiency and professionalism, creating a welcoming and sophisticated infrastructure that our clients love. We are committed to delivering over 100% for our partners, regardless of their size or business.

Of course, the city itself is a powerful magnet – not only for its central location in Europe but for its cultural appeal. But most importantly, we've made a great effort to nurture close, friendly relationships with partner and institutions, blending serious business, the sharing of best practice, and a sense of enjoyment. We want an environment where people can connect naturally, discuss, learn and have fun – business without being "business people." It is this combination of brand strength, professional execution, and human connection that has underpinned our phenomenal growth.

The 2026 edition marks a new chapter with the full independence of Be Spirits Paris and the launch of Be No Paris. What motivated these changes, and what do they reveal about where you believe the global drinks industry is heading?

We decided that Be Spirits required its own separate identity. Meanwhile, non-alcoholic beverages are a growing segment – many wineries are investing in de-alcoholisation infrastructure – and the industry needs to accept this new reality. Be No allows us to attract new audiences and explore the potential of new markets. Saudi Arabia and the more established UAE, for example, could be the no-and-low markets of the future. Watch this space. Ultimately, Wine Paris is not simply a trade fair – it is a forum for opening diplomatic channels, fostering discussion, and creating a centre for dialogue on key trends, rather than just a showcase for products. We have 63 exhibitors attending Be No Paris in 2026. Not bad for its first year.

Similarly, Be Spirits Paris has been growing remarkably. And while we don't yet attract the biggest brands, there is significant interest from small and medium-sized brands looking to expand distribution. I also believe it is only a matter of time before Diageo attends – to reaffirm their portfolios. Both initiatives reflect the industry's broader trajectory: diversification, innovation, and a willingness to engage with emerging segments. Wine Paris is not simply a commercial hub – it is a centre of learning and strategy.

Finally - how would you describe your global ambitions for the event over the next few years? Is the goal scale, influence, diversification - or something else entirely?

In 2026, we will welcome 60,000 exhibitors from 60 countries, with 16,000 trade buyers due to explore nine fully booked halls. And demand continues to grow – our waiting list is expanding on a daily basis. We are increasingly focused on exploring opportunities to accommodate additional exhibitors and visitors in the future.

However, our ambition isn't just scale, though that's important. It's about value: providing the most efficient, professional, and educational platform for the global wine community. I am confident that even LVMH will eventually participate, not just to showcase its brands but to reaffirm its place in the industry. I'm also proud of our international growth. In 2020, French exhibitors dominate the fair; today it's truly global in scale, with significant participation from Italy, Spain and New World producers. Meanwhile, UK and US attendance has soared, and nations like Australia are increasingly engaged.

Our focus is on community and long-term sustainability – I don't worry about the competition. ProWein is a peer in scale, but our approach – blending culture, lobbying and professional opportunity – is unique. Wine Paris is becoming a global leader in knowledge, conversation, and industry cohesion. And knowledge is power, especially in today's climate.