BORDEAUX, June 10 — Move aside Merlot, Cabernet-Franc and Cabernet-Sauvignon, because spirits are headed to Bordeaux next week. This year’s Vinexpo, the international wine fair taking place June 14-18 in the midst of French wine country, will not focus exclusively on wine in its multitude of new products for the 48,000 visitors to sample.

Colombian rum, Peruvian pisco, French and Ukrainian vodkas... spirits have gained in popularity around the world and the industry has noticed. Between 2009 and 2013, consumption of spirits skyrocketed by 19.1 per cent, with an increase of 3 million cases in 2013 alone. A further overall increase of 3 per cent is expected by 2018, with whisky and bourbon slated to be the two major winners with anticipated growth of 8.8 per cent and 19.3 per cent respectively between 2014 and 2018. Vodka, however, remains the powerhouse with 492.7 million cases sold around the world in 2013.

A concept bar for spirits at Vinexpo

A new generation of consumers, less interested in the traditional values and tastes of wine, have become enamored of spirits and their complex flavors. And as Vinexpo, the biggest international wine event, is known for having its pulse on the latest trends, which visitors from around the world will take away to then reinterpret in their own countries, the fair’s focus on what’s hot in the world of mixology was a logical next step. So, for the first time, a concept bar serving up cocktails and other alcoholic novelties will be set up, with tastings based on the recommendations of bartenders from around the world, notably those of the United States Bartenders’ Guild, whose mixologists will be flaunting their expertise throughout the event.

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Seeing how popular spirits have become with consumers, it was impossible for event organisers not to dedicate more space to them. “There have always been spirits at Vinexpo,” says the event’s managing director, Guillaume Deglise, “But the fair isn’t yet sufficiently recognised in that field. In the tasting market, it’s the sector that presents the greatest innovation, with new brands constantly emerging, new products launching, even new packaging.”

He promises that buyers will discover plenty of new things in Bordeaux this year. And shortly after, connoisseurs around the world will have the opportunity to discover those same things in their local shops or supermarkets. Among the innovations presented this year will be new concoctions based on rums, Cognac and other alcohols. “They are ready to be used in cocktails. They are perfect for nightlife. Production is still limited, but I believe that in time, they will be made available to a greater number of consumers,” continues Deglise.

Wine still not seeing red

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Though spirits are presenting a challenge, there is no chance of wine being overshadowed on its home turf. “Wine consumption is only decreasing because there is a change in the ways of consumption. The French drink less wine at lunch, because they are taking less time. Our society is also less rural than in the past. It’s not the same consumer anymore, it’s a different generation,” outlines Deglise.

Cognac, Armagnac, vodka and rum will continue to win over consumers this summer. In fact, both wine tourism and spirits tourism are growing.  Like their oenophile counterparts who get their fix in the manicured rows of vines, spirit lovers are organising summer escapes to learn about the fabrication process of these ancient beverages with modern tastes. — AFP-Relaxnews