As the global wine and spirits industry prepares to converge on Paris Expo Porte de Versailles next week, the seventh edition of Wine Paris marks a pivotal evolution in a trade show tradition that began 45 years ago in Bordeaux.
From February 9-11, the 2026 edition will welcome over 60,000 visitors from 155 countries and feature 6,000 exhibitors from 60 nations, establishing what organizer Vinexposium calls a “new era” for the global drinks industry.
From Bordeaux Roots to Parisian Expansion
The story of Wine Paris begins with Vinexpo, created in 1981 by the Bordeaux Chamber of Commerce and Industry. That inaugural event attracted 524 exhibitors from 21 countries and 11,000 professional visitors — modest numbers compared to today’s sprawling international affair.
For decades, Bordeaux served as the epicenter of the global wine trade calendar, with Vinexpo expanding internationally to Hong Kong in 1998 and the Americas in 2002. But by 2019, as then-CEO Rodolphe Lameyse candidly acknowledged to The Drinks Business, “Vinexpo Bordeaux has lost its momentum.”
The solution emerged in 2020 with the merger of Vinexpo and Comexposium’s wine division, creating Vinexposium and establishing Wine Paris as the industry’s first major gathering each year. The alliance repositioned the trade show calendar, recognizing that buyers typically make purchasing decisions between February and April.
“With Wine Paris, Be Spirits, and now Be No, Vinexposium presents a clear and targeted offering. In a complex economic context, our responsibility is to provide clarity, unite energies, and chart a path toward a sustainable future.”
— Rodolphe Lameyse, CEO, Vinexposium
2026: Three Shows Under One Roof
This year represents Wine Paris’ most ambitious transformation yet. The event now encompasses three distinct exhibitions reflecting the evolving beverage landscape:
Wine Paris remains the core offering, with explosive international growth particularly from Italy (exhibition space increased 4.5 times since 2019, with another 25% jump this year), Spain (up 55% from 2025), and Portugal securing its position as the fourth-largest exhibitor.
Be Spirits evolves into a fully independent exhibition after launching as an “event within an event” in 2020. After hosting 300 exhibitors from 34 countries in 2025, the 2026 edition welcomes collectives from Scotland, Mexico, Japan, the United States, Ireland, and Australia. The segment’s experiential centerpiece, the 40-meter Infinite Bar operated by 20 bartenders, partners exhibiting brands with leading Parisian establishments including Danico, Moonshiner, Monsieur Antoine, Red Poppy, Bisou, and L’Ours.
Be No makes its inaugural appearance, addressing what Vinexposium describes as “double-digit growth” in the alcohol-free beverage market. Twelve countries participate, from Europe to Australia, featuring brands such as Moderato and Noughty from Thomson & Scott. Germany has emerged as the leading exhibitor after France, with over 10 brands represented.
Geopolitics Meets the Glass
In a departure from pure product showcase, Wine Paris 2026 dedicates significant programming to global trade challenges facing the industry. The event features more than 180 interactive tasting workshops, masterclasses, panel discussions, and conferences.
Three flagship policy sessions reflect urgent industry concerns:
The EU-Mercosur Agreement: Examining implications for European and South American markets
India as Economic Growth Engine: Exploring opportunities powered by free trade agreements
Transatlantic Trade Relations: Debating the impact of recent American tariffs on spirits and global commerce
The geopolitical programming comes as the industry navigates what multiple exhibitors describe as a “challenging economic environment” and “politically volatile markets.” These sessions place Wine Paris at the intersection of commerce and policy — far beyond traditional trade show tastings.
The Spirits Showcase: From Virginia Rye to Japanese Umeshu
Among the spirits exhibitors bringing premium portfolios to Paris:
Pegasus Distillerie (Stand P047, Be Spirits Hall 2.2) makes its official European launch with organic French spirits from Meursault in Burgundy, including Pegasus Vodka, Orion Gin, Minty Liqueur, and Eau d’Or, all crafted using next-generation iStill distillation.
“Wine Paris marks a key milestone for Pegasus Distillerie as it’s our official European launch,” said Maxime Girardin, founder and master distiller. “After building strong distribution in the US and receiving international recognition, this show allows us to present our new generation of French spirits to European buyers, bartenders and distributors.”
Catoctin Creek (Stand F007) brings American craft rye whiskey from Purcellville, Virginia, showcasing its Roundstone Rye range including 80 Proof, 92 Proof Distiller’s Edition, Cask Proof, and Rabble Rouser Bottled-In-Bond Rye.
Choya Umeshu (Stand H076), the world’s leading producer of Japanese umeshu liqueur, will present The Choya French Oak 2016 — described as “exceptionally rare” — aged three years before undergoing further maturation in French oak casks for two years.
“As lower-alcohol consumption becomes a global trend, Choya is well-positioned with its range of moderate alcohol products that deliver depth and value through selected natural ingredients,” noted Kensuke Suzuki, overseas department section manager.
Tanduay Rum (Stand M027) makes its Wine Paris debut representing Filipino rum tradition. “We want to see what the hype is all about,” said Roy Sumang, international business development manager. “Plus, we really want to showcase our new products and get an opportunity to secure distribution in the French market. I think it’s about time for the French rum aficionados to try a truly authentic Filipino rum.”
The brand’s highlight: a 10 Years Old Reserve Rum and a rum double-aged with Sauternes cask finish.
Cognac Frapin (Stand R143, Hall 7.3) centers its presentation on a new vintage — 1997, 27 Years Old — crafted entirely at Château Fontpinot in Grande Champagne.
Thomas Soret, communications manager, hinted at innovation ahead: “We’re working on something entirely new, launching in June… but you will have to wait a bit and follow us to discover what’s coming.”
The Alcohol-Free Frontier
The debut of Be No represents Wine Paris’ recognition of fundamental shifts in consumption patterns. Several talks address whether alcohol-free beverages are “friends or foes” of traditional wines and spirits — exploring how non-alcoholic brands complement or compete with existing categories.
The Be No Talks, presented in a new 45-minute interactive format, provide structure for an evolving market that industry observers describe as moving from niche to mainstream.
Academic Programming and Market Intelligence
The Wine Paris Academy delivers a world-class educational program featuring masterclasses, tastings, demonstrations, and expert discussions. On opening day, Melita Kiely, editor-in-chief of The Spirits Business, will present global trends shaping the spirits industry with recent data and market insights.
Further sessions explore the role of cask maturation with Glen Moray Scotch whisky, Japanese distillation traditions for shochu and awamori, and technological advances in bar and cocktail design.
Beyond the Exhibition Halls
Le Off Paris returns with a refreshed identity, featuring a curated selection of Parisian venues celebrating wine and spirits across the city. The 2024 edition included 200 restaurants, wine bars, cocktail bars, and spirits bars offering unique beverage-centric experiences in every district.
The Numbers Tell the Story
The 2025 edition set record-breaking figures with 52,622 visitors and 5,271 international exhibitors. The 2026 event aims to surpass these benchmarks while maintaining Vinexposium’s focus on quality business connections rather than sheer attendance.
New national and regional pavilions join the 2026 lineup: Croatia, Czech Republic, Romania, Cyprus, Turkey, New Zealand, Bulgaria, and Germany.
Italy’s presence exemplifies the show’s international trajectory. Area 39’s Italian wine collective alone showcases over 30 wineries and five consortia in a 750-square-meter exhibition space. Names include Masi, Tua Rita, Tenuta San Guido, Gaja, Allegrini, Piccini, alongside emerging brands.
Strategic Positioning in a Changing Market
Exhibitors across categories emphasize Wine Paris’ timing and strategic value. The event occurs as buyers make annual purchasing decisions, and its Paris location provides access to European decision-makers while attracting global attendance.
Alexandre Gabriel, founder and master blender of Maison Ferrand, articulated the broader challenge: “All of this takes place in a challenging economic environment, which makes our independence, clarity of thinking and commitment to quality more important than ever. If our spirits continue to be recognised internationally for their character and the pleasure they bring, and if the people who work with us continue to enjoy doing so, then we will have achieved our ambition.”
A New Chapter for an Established Institution
From 524 exhibitors in Bordeaux in 1981 to 6,000 exhibitors across three interconnected shows in 2026, the evolution of Wine Paris reflects both continuity and transformation in the global beverage trade.
The event maintains Vinexpo’s founding mission of connecting producers with buyers while adapting to contemporary realities: digital platforms for pre-scheduled B2B meetings, sustainability roundtables addressing retailer expectations, and frank discussions about trade policy impacts.
As Nicolas Cuissard, Wine Paris Director, noted: “Wine Paris’ global dimension expands every year.”
That expansion — from Bordeaux’s wine-focused beginnings to Paris’ multi-beverage, policy-engaged present — positions Wine Paris as more than a trade show. It’s an annual barometer of where the global drinks industry has been and where it’s heading.
Wine Paris, Be Spirits, and Be No 2026 takes place February 9-11 at Paris Expo Porte de Versailles. Additional events are scheduled for Miami (April 29-30) and Hong Kong (May 26-28).
