While one might have expected the tariffs to be the main topic of concern at this year's annual bulk wine show, the news was not about tariffs at all. Rather, it was about the general decline in the industry as it faced what are–cliche warning–"headwinds," which sounds much better than death spiral.
Nonetheless, there was an excellent panel with top bulk wine buyers in U.S. (Constellation, Delicato, Trinchero and Firstleaf). (You can read more about it when my article for Grape and Wine comes out in the fall. To be notified via email, sign up for the free newsletter at pamstrayer.substack.com) And buyers are still buying, just not as much.
But the real news was in the expo area and the parking lot.
In previous years, you could not park in the South SF Convention Center parking lot, but had to look for a space on adjoining parking lots. Not so this year. Attendance was down. The organizers were even able to fit the sandwich line in the same room as the expo, which was a lot more convenient. That is where I happened to sit with some Hungarians. Hungarians? Yes Hungarians.
One of the best things about the International Bulk Wine and Spirits show is, of course, the attendees, They come from all over the world. Not just Italy, France and Spain and Lodi. And Chile. In past years, I've come across a virtual United Nations of wine sellers. This year that was the same, but more of a mini UN.
The Hungarians were not bringing wine to the event. They were on a research mission for their new AI wine recommendation project WineXClub.com, which uses a sommelier's recommendations to get the party started in the app. The consumer is then able to provide feedback on the sommelier's recommended wine. It debuts at a big Hungarian wine fair in August. (I was invited to attend but my calendar does not permit.)
On their six day trip, they had already visited Napa and toured Chateau Montelena and Grgich Hills Estate, two of the 1976 Paris Tasting winners.
In the Dept. of You Never Know What Clever Wine Marketing Will Debut Next
Here comes the Jaws wine.
CUTE.
I tell winemaker people who get hung up on varietal preferences that they don't need to get so focused on this. Because many (most?) wine consumers in a store are not. Market research tells us over and over… wine is too complicated. "I just want to drink something."
Exhibit A:
Are Psychedelics Us? A Drink for "No Cannabis Allowed" States
Another exciting booth was decked out in a crazy colors to match the psychedelic busses now serving commuters in SF.
What would Ken Kesey say to that, eh? Alas, for him, no psychedelic drugs provided. But the 60th anniversary of the Grateful Dead is coming soon. With many accoutrements, to be sure.
However, this hemp based drink comes in two versions–a 5 mg (legal in many places) and a 100 mg version (offered only where legal).
The company, HabitCBD, is finding uptake in the Southeast, Texas, and other states where cannabis is not legal.
Why those regions?
"Because the majority of the Northwest has moved directly to cannabis," said sales manager Natalie Boos at HabitCBD.com. "A lot of those states are changing their laws to allow it to become more part of the alcohol market." (At least that is what I think she said.)
"The cannabis market in California is pounded down by taxes and regulations," she continued, "and it's really hard for brands to supply. Everybody, a lot of people, will start formulating for the hemp market in California. But you can sell to Florida, North Carolina..." They don't have regulations, she said.
The 5 mg comes in four, fruit flavored soda varieties and seemed pretty tasty, even in the no-THC samples on offer.
MENDO
The most exciting thing to me this year was the Mendocino growers booth–their first time exhibiting at the event. And they had a big sign out front: Organic. CCOF.
Are some bulk wine buyers going to get with the certified organic side of the industry? Market research says organically grown wine is the only wine category that is growing amidst a sea of decline. Let's hope organic can lift some of these boats.
Last But Not Least: A I Comes to Bulk Wine
Ankita Okate, Chief Growth Officer of Beverage Trade Network, said in a brief interview with me at the show that BTN will be debuting three new A I apps to help buyers and sellers accelerate deals. The apps, now in beta, should debut in early 2026, she said.
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NEW: More Bulk Wine insights:...https://www.linkedin.com/posts/american-association-of-wine-economists-aawe_the-worlds-largest-bulk-wine-exporters-activity-7356950508135161858-wC49?utm_source=share&utm_medium=member_desktop&rcm=ACoAAAAEm00B4V65jWtUIJf27feJSAFvu459KKA
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