The b-to-b trade fairs in Japan in 2023 are already almost full, the winegrowers are registering massively!

How can we explain the fact that trade fairs, such as the famous Tokyo International Beverage Fair 2023, are already almost fully booked?

The Post-Covid effect

The first reason is probably that for the last two years most wine fairs have been cancelled all over the world. The winegrowers must imperatively relaunch their commercial prospection, notably in Japan, with distributors: they therefore register now for trade fairs such as Tokyo 2023, which has limited places, to avoid being sidelined and not being able to participate because they were too late.

The size of new trade fairs that limit the number of exhibitors

The health crisis is forcing trade fairs to adapt to reassure visiting trade buyers: they must reduce the number of exhibitors to ensure their safety. This mechanically limits the chance of registering for a show, as winegrowers are registering earlier and earlier for fear of not having a stand available long before the show starts.

The importance of trade shows: the only really effective way to find distributors

Wine and spirits producers note that year after year, despite the technological revolution, physical trade fairs are still the only way to find new distributors: they are even more effective, in addition to online prospecting.
The Tokyo International Beverage Fair 2023 is very popular because it helps exhibitors find distributors by having a very aggressive plan to invite and find the best professional buyers 6 months before the fair, during the fair and after the fair.

Who are the exhibitors at these B-to-B trade fairs for alcoholic drinks?

What products do they offer?

The vast majority of exhibitors are wine producers (more than 80%) because the tasting and the physical meeting with the importer or distributor greatly increase the chance of transforming the meeting into a sale, even at a first meeting.

However, international beer and liquor producers also exhibit their products with excellent commercial results.

Where do they come from?

Exhibitors at the Tokyo International Beverage Fair 2023, for example, come from all over the world. The most represented regions are Italy, France, Spain, Portugal, but also Australia, South Africa and many other countries. The provenance is very broad.

Are they already exporting to Japan?

Yes and no.

Some exhibitors do not export to Japan at all and do not have a Japanese importer or distributor: participation in the Tokyo show is therefore an excellent way to enter the market by finding some first distributors from their first participation. The help of the Tokyo International Beverage Fair 2023 organiser and their presence are complementary to make several first sales in Japan quickly.

Other exhibitors are already present in Japan and are seeking to increase the number of their distributors or to retain their importers and professional buyers who trust them: trade fairs are an excellent way of building customer loyalty in order to strengthen sales in a country like Japan.

Are there any places left to exhibit at Tokyo International Beverage Fair 2023? And if so, how do I apply?

At the time of publication of this article, there are still a few places left to sign up, but this should be checked when you read this article.

Please note: even if there are still places available, you may not be accepted as the exhibitor selection process for this show in Japan is quite strict.

To find out more about the Tokyo International Beverage Fair 2023, click here.