Bulk Wine Exports Surpass One-Third of Global Volume as Amsterdam Hosts 2,000 at WBWE

The World Bulk Wine Exhibition (WBWE) returned to Amsterdam this week, drawing nearly 2,000 visitors from 70 countries and confirming the city’s role as a central meeting point for the global bulk wine trade. The event, held November 24–25, saw strong trading activity and a positive mood among exhibitors, who described the show as a place where business is actively conducted rather than just discussed.

Vinexposium, the international wine and spirits events organizer, used the occasion to announce an expansion of its Explorer Series into the bulk wine sector. Grace Ghazale, Vinexposium’s overseas events director, explained during a press briefing that industry participants are now more focused on tangible returns from trade shows. “People pay to come to these shows because they want to see the return,” she said, noting a shift from previous years when fairs were as much about socializing as about business.

The compact layout of WBWE was cited by many as a key advantage. Stephan Marusczyk, Global Sea Logistics VinLog development manager, said the event’s size allows for meaningful conversations with all major customers in one place. Spirits producers echoed this sentiment. Endless West, a California-based bulk spirits company, reported consistently securing new business at WBWE.

Bulk wine continues to play a significant role in global trade. Data presented at the show indicated that bulk accounts for over one-third of total wine exports by volume and 7.3% of total value, with an average export price of €0.78 per liter. Spain leads in both value and volume, exporting 10.8 million hectoliters annually. Other major exporters include New Zealand, Australia, France, Italy, Chile, South Africa, the United States and Belgium. On the import side, the UK, Germany, France and the US represent more than half of global bulk imports by value. Emerging markets such as China, Canada and Côte d’Ivoire are also showing notable growth.

This year’s WBWE featured 245 exhibitors from 25 countries. Organizers introduced new digital tools to improve efficiency for participants. An enhanced matchmaking service and integrated meeting scheduler were made available through the WBWE website and Vinexposium app. These tools allow producers and buyers to arrange targeted meetings in advance. A dedicated team was also assigned to assist top buyers during the event.

A major announcement in Amsterdam was Vinexposium’s decision to extend its Explorer Series into bulk wine. The first edition focused on Mendoza, Argentina—a region selected due to recent challenges including economic instability and declining demand for lower-priced wines after Covid-19. The Explorer format brings buyers directly to a region so they can meet producers on site and better understand local stories behind the wines.

Vinexposium aims for balance in participation at Explorer events: half experienced importers and half newer entrants to the market. The company expects interest from both established and emerging markets, with Africa highlighted as a key area for future growth. Rising consumption in countries such as Georgia, South Korea, Mexico and Colombia was also noted.

Industry trends discussed at WBWE included growing demand for alternative packaging formats like bag-in-box, cans and kegs; increased interest in no- and low-alcohol products; and continued innovation in ready-to-drink beverages. Both premium and entry-level bulk wines are seeing growth potential thanks to improved technical standards that support long-distance shipping.

The 2024 program included features such as a Silent Tasting Room, an expanded International Bulk Wine Competition and conference sessions organized by the Academy. Grand Gold and Gold medal winners had opportunities to present their wines in exclusive sessions designed for buyers.

As WBWE closed its doors in Amsterdam this week, participants expressed confidence in the resilience of the bulk wine sector despite ongoing challenges facing the wider industry. Organizers emphasized that bulk wine offers practical solutions for sustainability, supply-chain efficiency and packaging innovation—factors that are increasingly important in today’s market conditions. For many attendees, Amsterdam remains the essential destination for building relationships and conducting business in bulk wine.