The 2026 edition of Wine Paris has just come to an end, featuring more than 6,500 wineries, 1,350 of which came from Italy. These are significant figures for a trade fair that is clearly growing and—so it seems—taking over from ProWein as the international benchmark for the wine world (while bearing in mind the Italy-focused positioning of our Vinitaly).
Paris certainly has many advantages: three airports, public transport that works, hotels and restaurants that don’t inflate prices because the city can comfortably absorb the presence of the wine world. In short, Paris is Paris. But… having had the chance to speak with many producers (including those in Hall 2.1, who were particularly disappointed with their location), I was able to get a clearer picture of the fair’s commercial performance (the primary point of interest for companies).
The key issue remains the ability to have and create contacts. The matchmaking service worked fairly well (a few missed appointments, a bit of chasing down operators) and offered new opportunities for connections and exchanges. Several producers found new customers and received orders. Others, however, found it more difficult.
Of course, you have to forget the idea that a new contact will just show up by chance. That’s now rare, and it’s not something you can rely on for a sensible commercial strategy. What clearly emerges is the need to also assess opportunities in new markets that may open up space for interesting collaborations—markets that put less pressure on saturated areas (such as the U.S.), which remain a major market to follow, albeit with new strategies.
So the question of how worthwhile it is to be present in Paris can be turned into a simpler one: how can you organize it in the best possible way? A preliminary analysis of new areas and importers’ interests, together with precise, targeted materials that can clearly explain the specific opportunities of one wine versus another, are certainly tools that should be used more.They may sound like banalities, but they are the essential foundations for making a trade fair presence effective—whether in Paris or in Verona.
Riccardo Gabriele
