In a 2022 story for trade publication The Drinks Business, Rodolphe Lameyse, the chief executive of Vinexpo Asia organiser Vinexposium, was quoted as saying: “Hong Kong is not where we want to be in the future […] so we are putting all our means to make Vinexpo successful in Asia using Singapore as a hub.”
Basically, it packed up, moved out and shacked up with Hong Kong’s worst frenemy. To add insult to injury, it essentially told Hong Kong: “It’s not me. It’s you.”
Admittedly, the 2022 conference would have been a waste of time, as travel to Hong Kong was still a headache and masks would have prevented all on-site tasting. But the Singapore relocation was presented as a permanent move.
The funny thing is, less than a year later Vinexpo has come crawling back. I can almost see the organisers begging: “Take us back, baby. I was wrong. We’re better together. I cannot live without you.”
Then again, maybe it was Hong Kong’s administration that did the grovelling. Who knows? Vinexpo Asia “enjoys the active support of the Hong Kong SAR Government and the Hong Kong Tourism Board”, Vinexposium deputy chief executive Laurent Bos is quoted as saying in its 2024 press kit.
I do think this is a marriage of convenience that benefits both partners. Hong Kong is desperate to tell the world it is still attractive. What better way to feel desirable again than to be seen arm in arm with international winemakers, double-kissing them on the cheek?
Also, it’s quite obvious the Vinexpo organisers could not have been truly happy being with Singapore. The event is about business and sales. There’s no way the Lion City could compete with the opportunities that Hong Kong provides.
Think about it: Singapore itself is a tiny market and it is surrounded by hot and tropical Muslim countries that don’t drink alcohol. Who exactly were the French exhibitors going to sell to?
Did they think the Aussies would show up en masse? They don’t even like corks.
No, Vinexpo was bound to come back, if not for Hong Kong itself, then to get close to China. Organisers even quoted figures by drinks market analyst IWSR that indicate wine and spirits consumption in China is expected to grow by 19 per cent in value between now and 2027. China is obviously the future for wine business growth.
However, this doesn’t mean Vinexpo will now be faithful. As far as I know, in addition to Hong Kong, it still plans to hold trade events in Singapore in alternate years, and it is also returning to Mumbai in September.
I guess for everyone involved, it’s just business, nothing personal. Everyone is transactional, and that’s the kind of relationship it’s going to be.
C’est la vie.
