Lameyse joined Vinexpo in 2019 and Be Spirits, a dedicated space for the exposure of premium spirits, will be launched at Vinexpo Paris next week.
Lameyse joined Drinks International in January to discuss the latest news from the company in the lead up to Vinexpo Paris, the first show of the year.
“I intend to launch a stand alone show in Asia dedicated to spirits,” said Lameyse. “It will be B2B because there is a lot of room to grow in this part of the world and we want to cease this opportunity.
“I’m waiting to see how the Paris and Hong Kong shows respond to Be Spirits first before we decide when to launch the standalone version.”
The Be Spirits part of the show in Paris will have an ‘Infinite Bar’ which will allow brands to show off their spirits in cocktails made by top local bartenders. It will then partner with local bars to build a link between the trade show and the local on-trade.
Lameyse added: “What we can see (from Vinexpo’s most recent IWSR report) is that spirits markets are mainly driven by local brands, while the market shares of imported spirits are increasing year after year. Big brands are playing an important role in this which has lead us to investing more in the spirits sector.
“The value and below spirits sector represent an important share in consumption but the growth is almost zero, while the premium and super premium category is driving the growth of consumption, which is why Be Spirits will focus on this area.”
Vinexpo Paris will take place from 10-12 February at Porte De Versailles.
