Bordeaux, June 17, 2013 – Sales of niche whiskies are growing because consumers in many markets are looking for different tastes that set their chosen whiskies apart from universal brands. Faster growth is a requirement to ensure niche products do not miss the current upward sales trend for whisky overall. Markets emerging as prime target areas are Central and Eastern Europe, Russia, Asia and the USA.

However, gaining distribution for niche brands is often complicated in some markets by the agreements potential worthwhile distributors have with major brands. Such limitations slow down the process of broadening distribution.

Says Richard Lombard- Chibnall, Sales Director of Lombard Brands: “For smaller companies like us Vinexpo offers an ideal solution. We cannot visit all the markets in which we can see growth opportunities, it would simply take too long. Vinexpo is the recognized marketplace of the drinks world. The world comes to Vinexpo and therefore we benefit from that traffic. Already within the first 2 hours or so of opening our stand we have had 30 enquiries. On past experience this is likely to reach about 200 by the end of the exhibition and we would be well pleased with that result”.

Start up Whisky Legends opened for business this year with the unique offer of re-creating famous whisky blends of years gone by. Potential distributors are attracted by the chance to obtain whiskies no longer available. Through Whisky Legends, who buy casks of aged whiskies from other distillers, unique bottlings can be obtained to satisfy a growing demand by consumers for something different. Comments Scott Watson, Founder: “In the first 2 hours of opening our stand the company made 20 new business appointments which bodes well for the rest of the week. There is quite definitely a growing consumer demand for niche brands and our speciality is to recreate whisky legends. This is our first Vinexpo and it looks like giving us access to a number of potential business partners”.

Angus Dundee Distillers are a regular Vinexpo exhibitor with many customers who expect to see them at the show. Apart from maintaining a presence in the niche sector it does bring potential new distributors to the company’s attention. Says Jimmy Robertson, Regional Sales Manager: “Even though we are already in 80 markets there is always room for growth. We are particularly interested in expanding our presence in Central and Eastern Europe and Russia. Asia is also a huge market in which we seek broader representation”.

The common thread linking the small or niche whisky producers is that Vinexpo is a marketplace at which serious players in the industry must either have a presence or attend. To have so many importers and distributors coming to Bordeaux provides opportunities for niche marketers to meet many of them and develop business to mutual benefit. It is the preferred route rather than the time needed to travel the world. It is why the smaller whisky companies come back to each Vinexpo”.