17/02/2026
What we learned at Wine Paris 2026!
Wine Paris 2026 brought together over 63,000 trade visitors from 169 countries, confirming its position as one of the most influential global meeting points for wine and spirits.
But beyond the numbers, the mood on the floor told its own story.
As one independent commentator put it,
“Everybody is nervous.”
Conversations around tariffs, declining consumption in key markets and buyer caution were not theoretical, they were real and present in meetings across the halls.
And yet, there was momentum.
The launch of Be No formalised the no and low category within the show structure, with 64 exhibitors and over 250 labels represented. What was once niche is now embedded in the trade conversation.
At the same time, Be Spirits continued to draw serious international attention, reinforcing that premium spirits remain resilient particularly when backed by strong provenance, elevated serve culture and export-ready positioning.
Another recurring theme? Preparation.
Organisers reported record levels of pre-scheduled meetings. The brands that stood out were not simply the most visible, but the most prepared, clear positioning, consistent visual identity and messaging that travels across markets.
So what did we learn?
• Premium still works, but it must be credible
• No and low is structural, not seasonal
• Buyers are cautious but still curious
• Export strategy and brand clarity matter more than ever
• Trade presence must be intentional
Wine Paris made one thing clear:
In a more complex global landscape, confidence comes from clarity.
We enjoyed being part of the conversation and supporting the brands we work with on an international stage. 💛
