Journal | March 12, 2018
Wine Trade Show Culture
Winery trade show season is January, February and March. Those in the biz are more relaxed at this time and have the time to attend. It has been a number of years since I have been on a trade show floor. I was asked to give a few presentations at a PA show last week and spent my free time “on the floor”.
Three segments of the wine industry are targeted. Winery and cellar supplies are the most represented, then tasting room and associated accoutrements, the vineyard equipment and nurseries. It can make for a Star Wars inspired bar scene.
Jonathan and I were drooling over a sexy, sleek Italian tractor to die for. Backing up to get a better perspective of the tractor’s articulating turning function, Jonathan almost tripped over the wine slushy machine being demonstrated at the adjacent booth. High tech bottling lines mingle with grape cluster jewelry. Sophisticated lab equipment vendors are geeking out and are oblivious to the constant high-pressure swirl of the barrel washing set up next door.
The veterans know how to attract customers. Linden’s label purveyor had a cooler of cold beer available to all takers. Winemakers love beer, especially after a long day of tasting wine. Know your audience.