Bulk Wine Exhibition Sees Business Meetings Double as Sector Holds One-Third of Global Trade

The 17th edition of the World Bulk Wine Exhibition (WBWE) concluded on November 25 at the RAI Amsterdam, marking another successful year for the global bulk wine and spirits industry. The event, organized by Vinexposium, brought together 2,150 participants from 60 markets and featured 240 exhibitors representing 25 countries. Over two days, the exhibition served as a central meeting point for producers, buyers, and industry professionals, highlighting the resilience and growth of the bulk wine sector amid ongoing economic challenges and shifting consumer preferences.

Bulk wine continues to play a significant role in the international wine trade, accounting for more than a third of global wine trade volumes. According to data presented at the event, bulk wine remains the most stable category in the market, with only a slight decrease in value compared to larger declines seen in bottled still wines. This stability has positioned bulk wine at the core of international business strategies, especially as demand for premium wines and bulk spirits increases.

This year’s WBWE saw an expanded presence from new producing countries such as Lebanon, Mauritius, and Panama. The arrival of these nations reflects changes in the global landscape of bulk wine production and trade. During the opening conference, experts discussed how international trade flows are evolving, with notable shifts in purchasing patterns in key markets like the United Kingdom and Germany. Renewed imports into China and Spain’s continued dominance—accounting for a third of global bulk exports—were also highlighted.

Diplomatic engagement was strong at this year’s exhibition, with 17 diplomatic representatives including ambassadors and economic counselors attending. Their presence underscored the growing importance of bulk wine trade in national export strategies.

Business activity at WBWE reached new heights in 2025. The number of pre-scheduled and on-site business meetings nearly doubled compared to last year, supported by Vinexposium’s business matching service. Exhibitors reported meeting buyers from a diverse range of markets including Ukraine, Georgia, China, Japan, Sweden, and the United Kingdom. Many buyers expressed intentions to secure and diversify their sourcing strategies in response to changing market conditions.

The exhibition also served as an observatory for current and future trends in the sector. One notable development is the rise of no- and low-alcohol beverages as well as premium ready-to-drink products. These new categories rely on bulk wine for flexibility and scalability, allowing producers to quickly adapt to evolving consumer demands.

Two key initiatives provided further insight into industry trends: the International Bulk Wine Competition (IBWC) and the Academy program. The IBWC recognized excellence among bulk wines with 39 winners from 10 countries including Argentina, Australia, Chile, France, Georgia, Italy, Lebanon, New Zealand, Romania, and Spain. A jury of 25 international experts conducted blind tastings to select winners. For the first time, a bulk spirit received a gold medal at the competition.

The Academy program offered 10 sessions covering strategic topics such as blending trends in winemaking, global trade outlooks, and sustainability challenges related to packaging. These sessions attracted strong attendance from industry professionals seeking data-driven perspectives on market developments.

Looking ahead, Vinexposium announced plans to expand its international presence by launching a new Vinexpo Explorer chapter focused on bulk wine in Mendoza, Argentina. Scheduled for June 8-10, 2026, this event aims to connect international buyers directly with key producing regions in South America.

The next edition of WBWE will return to Amsterdam from November 30 to December 1, 2026. Organizers expect continued growth as the exhibition remains a vital platform for business development and innovation within the global bulk wine and spirits market.