The MHW Mark Podcast
Welcome to the MHW podcast, bringing you conversations with experts and leaders in the alcoholic beverage industry. Covering topics ranging from selling alcohol online, creating a new brand from scratch, and what you need to know when you start doing business internationally. Hosted by Jimmy Moreland and a rotating cast of cohosts from the folks at MHW.
The MHW Mark Podcast
Vinexpo America and Beyond - with Grace Ghazale
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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Welcome to the MHW Mark podcast, where we take deep dives into various aspects of the alcohol industry. My name is Jimmy Moreland. Mhw is a US and EU beverage alcohol importer, distributor and service provider Co-hosting with me today. I'm pleased to welcome back MHW's Cassidy Poe. Welcome back, cassidy. How have you been Pleased to welcome back MHW's Cassidy Poe? Welcome back, cassidy, how have you been?
Speaker 2:Hey, jimmy, thank you, I'm happy to be back. I feel like it's been a while this time.
Speaker 1:It's been a minute. It seems like MHW has been running yourselves ragged.
Speaker 2:We are very busy, that is for sure.
Speaker 1:Tis the season, but we're glad we were able to edge ourselves into your calendar and get ourselves another episode here Now. This one is timely because we talked today about an event, a multi-day event, that is coming up on the calendar.
Speaker 2:Yes, so today we are talking about VinExpo America, which is coming up on May 7th and the 8th in Miami, florida. Previously it was held in New York City, so we're very excited to see the show and how everything goes in Miami. It should be a good time.
Speaker 1:And our guest really will dive deep into details and strategies and all that good stuff. But can you tell me a little bit about, I guess, MHW's involvement and role with this?
Speaker 2:Yes, for sure. Mhw is serving as the importer of record for VinExpo America, basically meaning for all of the brands who aren't currently in the US. We assist in getting their samples to the show and then we have a team of two of us who will be on site at a help desk for anybody who has any issues or is interested in MHW and has questions, or just any of our listeners who want to come say hi.
Speaker 1: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:Unfortunately not, Jimmy.
Speaker 1:We're still trying to get a line item for Jimmy's travel on the budget, but we'll get it there someday, all right. Well, we do have a great discussion with our guests, so let's jump into it. Our guest today is the director of overseas events for VinExposium. Welcome to the show, grace Gazalet.
Speaker 3:Thank you so much, Jimmy Cassidy, for having me.
Speaker 1:Grace, thank you for being here. Can you share a little bit about VinExposium, about the events, about VinExpo America? Just tell us a little bit about yourself and what you do.
Speaker 3:So let's start first with Venexposium. Venexposium is an international company based in France. We have now six events all over the world. We're specialized in B2B events, meaning we're dealing with trade individuals. Our exhibitors are producers and visitors. We're looking at importers, distributors and the ORECA industry. So we're all over the world and we have three pillars. So first of all, our main objective is to create opportunities between producers and importers to meet to develop networking, because when you're in a show, you're looking to have a volume of visitors and also we share knowledge through our Venexpo Academy, because when you're in a show, you're looking to have a volume of visitors and also we share knowledge through our ViniExpo Academy. We have masterclasses and conferences to help DUSO be always ahead of trends or maybe help out on, for instance, what you will do later on in Miami for Cassidy is to tell us more about how to import and distribute in the US.
Speaker 3:So a common mistake will be to think that because our name is Vinaxpo, that we're French, we're only dedicated to French wine. So first of all let me correct this. We're not only about French wines. When you come to Vina Expo America, you will have 30% of exhibitors which are French, but the other ones came from all over the world. So we have European wine with Portugal, germany present, but also Eastern countries, and we'll have also Brazil will be there, new Zealand and Australia, for instance. Also, when we talk about visitors, we're looking at more than 40 countries represented and, as of today, registered for coming to the show. Another mistake would be to say that, because our name is Binexpo, it's only about wine, but we also have a spirit part and you can find at our show also rum, tequila, whiskey, vodka and so on. So, jimmy, you have to be there, maybe if you like this.
Speaker 1:And your title again that I read there is Director of Overseas Events for VinExposium. Can you tell us a bit about, I guess, a typical day at the office, if such a thing exists?
Speaker 3:For sure. So I joined the company, like six months ago For sure. So I joined the company, like six months ago, and I'm super blessed because I get to work all over the world and work for our different shows abroad. So we have our flagship show, which is Wine Paris. Wine Paris is located in Paris, france, and we became leaders this year. So we're a huge show show.
Speaker 3:And then we have more regional events, such as VIN Expo Asia. One year we're in Hong Kong and the second one we're in Singapore, so this year it's going to be Singapore. We also have India. We're covering India and with VIN Expo America, we're covering the Americas, so the whole continent. My main job is to work for all those events. So, as you would say, I don't have a typical day at work, but the more close we get to the event, the more operational it gets, and we're looking at making sure we are in a good pace to deliver. But for that we have a great team working on all of them. So that's perfect and on my side and with the team, of course, we're already working on the next steps, meaning what we will do in 2026. Because an event is a reflection of a market and with all the changes that we have, we have to take into account. It's not living on its own. It has to take into account whatever is happening in the world.
Speaker 1:I imagine that in particular, is difficult right now, with things happening in the US.
Speaker 3:Of course I wouldn't say it's difficult, I would say it's challenging. And actually I think what we have to know is that when we do a show, we have the whole industry meet up in the same place. So in challenge time, it's where you can find actually opportunities in the same place. So in challenge time, it's where you can find actually opportunities. Because you're right, jimmy, let's face it, it's harder, it's going to be harder to import now in the US than we did before, but still the US is a huge market. It's 45 billions of dollars.
Speaker 3:And also, what we have to know is that I don't know if you knew that, because I learned it when I arrived 95% of American wine is consumed in the country. We have more than 18 million which is imports. It's complementary. So at the end of the day, the American consumer wants also to have wines from abroad. So it's just an added value also to have wines from abroad. So it's just an added value. And when you come to a show like the Expo Miami, you'll also have the opportunity to talk with, if you already have distributors or if you already have contacts, to talk with all of them, to gather around and seek opportunities on how to overcome those taxes Because they're here Now. How do we work to face it so that the end consumer at the end doesn't have this artificial inflation that he's afraid of?
Speaker 2:Speaking of VinExpo America, I'm just curious, as I'm sure some of our listeners are as well. Some of us have previously attended VinExpo America in New York, so do you want to talk a little bit about why the show has moved to Miami this year?
Speaker 3:I would answer first, the weather, but I think it's not a good answer, right? No, not only the weather, don't worry about it. I would also say it's part of our DNA for VinExplosium to create opportunity. As you know and you know it better than me, cassidy that we have the tier system in the US, meaning that when we were in New York, we were targeting a part of the market. When we arrived in Miami, we were opening up for new opportunities to meet new distributors or employers Also.
Speaker 3:I would say that Miami also. I would say that Miami, because of what it represents as tourism, as the industry you have retail, you have cruises and so on it offers larger opportunities which can suit the wine and spirit markets. And finally, and I think it's the most important reason, it's the location. When you're in Miami, you're like at the south of the north and the north of the south, meaning that you're targeting northern America, but also Latin America, caribbean and southern America. And I think, at the end of the day, it gives producers the diversity and variety of visitors and that is why I was telling you before we have more than 40 country registers as of now.
Speaker 1:Grace, let's talk about more on the brand side, and particularly about new brands. A lot of brands do listen to this podcast. Do you have any advice or do you think it's important in particular for new brands to take part in VinExpo America, and is there, I guess, a different strategy or approach for more developed brands?
Speaker 3:Yeah, of course. So first let me tell you about new brands. You said actually I think you said the answer in your question it's all about the strategy. If you want to develop the American 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 to develop Asia, I won't tell you to come because I want you to have a ROI return on investment, of course. So I would tell you no, go to somewhere else, because that's what you want to invest in. And more widely, when you come to a show, the main objective is to have, in one marketing investment, a possibility to meet up with a volume of importers or buyers, and so on.
Speaker 3:So that's why you come to one of our events, and if you choose to come to venexpo america is because you want to develop this part of the world, and our sales team is great for this. It's not only about you coming one time. It's about really accompanying you to help you out regarding of your strategy on how you want to develop your company another one of your shows that our team attends pretty regularly now is wine paris.
Speaker 2:So speaking of strategy here, I assume if these brands are interested in the European market, you would say they should attend Wine Paris, which has been one of the fastest growing trade shows in the past couple of years. We've seen it grow a ton, which has been really cool to witness. Can you tell us a little bit about what made that possible and how your team kind of made this happen and what's special about Wine Paris?
Speaker 3:I cannot take credit for Wine Paris at all. I arrived like two months before the show. Let's face it. It's been a lot of hard work for all of the team. Honestly, I've been, I've seen them and it's pretty amazing what they did. I totally agree with you. And, from the inside out, I can tell you a bit about, for me, what made it special. It's because we didn't do a show for the industry. We did it with them. We were challenged by key players, we listened to them and that's how we managed to grow this fast and this well, I guess. And that's how we managed to grow this fast and this well, I guess.
Speaker 1:Now I assume you know you say there that you worked with the industry. I assume these events are industry only, so not open to the public.
Speaker 3:No, it's a B2B event, so they're open to the industry in the largest sense, meaning that if you're a sommelier, if you're a restaurateur, you can come and you can visit the show for sure. But when we say buyers and producers, we're just saying that on the chain of value of the market, it's our main targets for exhibitors and visitors. But everybody is welcome within the industry because it's always good also for the academy actually, you know to see the latest trends, because it's always good also for the academy, actually, you know to see the latest trends, to see also different products highlighted and to have a better understanding of the market.
Speaker 1: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 to the general public and doing those kinds of tastings and activations and all of those kinds of things, how should they approach this kind of event differently to get the most out of that marketing investment that you mentioned?
Speaker 3:I would say that it's all about prepping for the event. You know, and we offer a platform for them, meaning that before the show you can, for all the brands who are exhibiting actually to the show, they connect to their space and they can actually start to plan all the business meeting they want with the buyers which are on the other side, also registered, meaning that they arrive at the show and they already have an agenda with buyers who could be interested in their product and who might buy from them, which is we cannot neglect, because it's really part of what the show is. It's a business show. In Wine Paris, for instance, we had more than 16,000 business meetings planned during the show, which is kind of a huge number.
Speaker 3:I was in finance so I can tell you it's a huge number. Also what is important for brands to know. So we have the platform, the business meeting platform, but also we can help out and relay their innovation, meaning that we are in contact with media and so on. So when I say prepping, it's all 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:I know one thing that MHW does a lot for, both our newer clients and our seasoned brands, is just encouraging them to attend the shows, like you said, even if you're not exhibiting. Just being there can make such a difference, not only for these business meetings you mentioned, but also the educational aspect of it is really beneficial. I know at the upcoming the next one, america we're very excited. Our own director of business development, michelle, will be speaking about the U? S market. Can you tell us what to anticipate from an educational perspective for any other sessions that are happening?
Speaker 3:Yes, so we're talking with you and thank you again for doing this conference on how to import and distribute. I think, now more than ever, this conference will be really appreciated by our exhibitors but also, as you said, visitors. But we're looking on another insight which is going to be really, I think, needed and important for producers is the Gen Z trend, because the Gen Z, we're going to approach it in different manners. So we're going to have data from IWSR, data from the Wine Market Council, but also we'll have the Chaplain School giving us more insight about the youth, and the thing is, we say sometimes that Gen Z drink less wine.
Speaker 3:I think it's just the way we talk and we adapt our communication so that wine becomes also part of their habits, because I don't know for you, but at the age of 20, I didn't drink much wine too. So I think it's all about you know, different generation and adapting ourselves. So we'll have this for more global trends, but we'll also have we'll be more local with Sarah Phillips. Sarah Phillips works in Miami and she does wine docs, so she's going to do one during the show. She's going to talk also about the local markets, which is nice, and we'll also have the rise of the agave, because it's one of the highest training spirits nowadays and you can find all our agenda on the website if you like. And when visitors want to prep for the show, they can actually book it in advance for some of the classes and the other just like take into account the hours and the days.
Speaker 1:And we'll have links to that in the show notes for people to check out.
Speaker 2:Yes, I know I'm excited myself to not only watch Michelle speak but tune into some of those other ones as well. For our listeners, michelle and I will be on site of an Expo America in a little MHW help desk. For anybody who needs to find us or would like to talk about MHW, we are there. We'll round this out here. I believe by the time this goes live it's too late to exhibit. Correct me if I'm wrong, but people can still attend. So how can brands register or visitors register to attend?
Speaker 3:So yes, cassidy, it's going to be too late to attend as an exhibitor, but everybody's welcome. As you said it, a producer can come and see and taste the show and sense the market. They can go to the website venexpo-americacom. They just have to pre-register and get their badge and I think we have a complimentary code with you, I guess.
Speaker 2:Yes, we do. We'll put that in the show notes as well, so that everyone can access it easier.
Speaker 1:So, yes, the links and the code, all of that will be in the show notes for people to check out, so you can get yourself registered and go attend that. Very fun. And now it's time for our fun question that we like to ask every guest Grace, what is your favorite? We'll say adult beverage.
Speaker 3:Adult beverage. Okay. So I would say, for a cocktail I'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 maybe spicy, depending on the mood.
Speaker 1:Do you take salt?
Speaker 3:Yeah, but I'm still French, so let's face it, I'm always for a glass of wine during dinner.
Speaker 1: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 with us For folks. Again, you can check out the show notes and make sure that you're registered in time to attend. Grace, thank you so much for stopping by and thank you for having me and Cassidy. Thank you and to MHW for partnering with us and thank you, listeners, for joining us on the MHW Mark podcast and thanks again to Cassidy Poe for joining me in hosting.
Speaker 2:Always happy to be here, Jimmy.
Speaker 1:This podcast is produced by me, jimmy Moreland, with booking and planning support by Cassidy Poe and Bridget McCabe. It's presented by MHW. Find out more at mhw. We'll be back in your feed with a bonus episode next week. Double the content, double the fun. We'll see you then, cheers.