"If something is changing in your business - rising fuel costs, labour pressure, new pest risks, or simply the push to do more with less - this is where you go to see what's actually out there to help."
The trade show and conference, on in Blenheim from 23-25 June, will showcase wine-related products, from vineyard robots to eDNA worm counts, molecular filtration to harvest technology, and science providers to sustainable irrigation, along with a timely and extensive education segment.
Industry Education Designed for Today's Challenges
The conference sessions add a critical component to the event, says Wine Marlborough General Manager Marcus Pickens, who worked with his team and industry to design three days of seminars with relevance from soil to sales.
"This is a challenging time for our industry, and many of these sessions will step up to those challenges, with updates and insights from people at the coalface of vineyard redevelopment and sales, growing efficiencies in vineyards and wineries, and ensuring we're in tune with what consumers want."
A session entitled 'Dealing with the Now' will focus on the immediate, practical decisions facing growrs and vineyard businesses, from planting decisions to regulatory realities, to exit or "reconfiguration" strategies. They're upfront conversations to give attendees more understanding of their options, Marcus says.
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Learning from Other Industries
The conference includes insights from other industries, including Dr Peter Bircham, Head of Research and Development at Garage Project, exploring "New Product and Taste Development in Beer, Wine and Adjacent Products", speaking alongside sensory testing expert Dr Amanda Dupas de Matos.
Zespri Chief Digital Officer Dave Scullin will also share insights into what's worked in that organisation, and outline the direction of Zespri's 2035 strategy, including how its structure and operating model continue to support global market performance.
Morvey McAuley, from Tradecraft, will discuss the changing customer profile for wine companies and ask whether digital strategies are ready, in a "wake up call for anyone serious about growth". In other wake up calls, a session on shifting climates will explore the science designed to help growers face climate risks. The programme includes an electrification session, led by wine companies leading that charge, along with a session on powering a smarter vineyard in the face of rising fuel costs, labour shortages, sustainability pressures, and tighter spray windows.
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Dr Aaron Low, amaea Chief Technical Officer, will lead a panel on real-world applications of molecular filtration at the WinePro conference. |
Technology Providers Highlight Industry Collaboration
Molecular filtration company amaea showcased its resuable molecularly imprinted polymer technology at the 2024 WinePro, on the trade floor and as part of the education programme, and will return to both forums this year. Chief Technical Officer Dr Aaron Low says such events are "incredibly important" because they bring the whole industry together in one place. "For us, it's not just about showcasing technology, it's about having conversations with winemakers, industry leaders, partners and customers. Understanding their challenges, sharing experiences and insights, and discussing where new technologies can genuinely make a difference."
It's also an opportunity to demonstrate how their technologies are already being used in-market, he says. "That practical, peer-to-peer exchange is often what gives winemakers the confidence to explore something new." Aaron says the tough times in the industry mean there's "naturally" more scrutiny on any new investment. "But at the same time, there's a stronger focus on efficiency, cost control, and getting the most value out of every litre of wine... That's where technologies that deliver clear, measurable outcomes tend to gain traction. If you can reduce inputs, lower energy use, and improve wine quality at the same time, it becomes a much easier decision."
Face-to-Face Connections Remain Critical
Hill Labs Blenheim Site Manager Vanessa Burrows says trade shows provide a valuable opportunity to connect directly with growers, vineyard managers and winemakers in one place, and to showcase new products and technology.
"Face-to-face conversations are especially important, as they allow people to ask detailed questions, get to know us at Hill Labs, and understand how our services can fit into their own vineyard or winery programmes."
Why Industry Events Matter During Challenging Times
Expertise Events managing director Gary Fitz-Roy, who oversees Australia's WineTech as well as WinePro, says in challenging market conditions, visibility and industry connection become more important than ever. "During previous periods of industry pressure, WineTech experienced attendance growth of 34%, demonstrating that well-timed, high-quality trade events continue to attract strong engagement, even in difficult conditions," he says. "Across our recent events held in three Australian states, attendance has increased by an average of 16%, reinforcing the ongoing value the industry places on face-to-face connection and business development."
WinePro has already sold more than 80% of its indoor exhibition space, with more than 40% of exhibitors new to the event, something Gary says reflects strong momentum within the sector. "It's incredibly encouraging to see such strong exhibitor demand, particularly from new businesses bringing fresh ideas, products and innovation to the show floor."
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Gary says trade events such as WinePro provide a highly efficient environment for exhibitors and attendees alike, enabling direct access to qualified buyers, decision-makers and industry peers in one place. "Rather than viewing current conditions as a limitation, we see this as the time when industry events deliver their greatest value, facilitating business growth, strengthening relationships and creating opportunities for collaboration and knowledge-sharing that help move the sector forward."
He adds that Wine Marlborough is delivering an "outstanding" conference programme, supported by a diverse and rapidly growing exhibitor line-up showcasing the latest products, services and innovations. "Our focus remains on delivering a world-class national and international event that supports the New Zealand wine sector and reflects both the resilience and ambition of the industry."
Richard Beaumolnt says new technology like Agovor's autonomous e-tractors can be hard to evaluate from a distance. "At WinePro, you can stand in front of it, ask the hard questions, and see how it stacks up for your operation." Just as valuable is the conversation around it, he says. "You're not just talking to suppliers - you're hearing how other growers are thinking, what they're trying, and what's working. If there's a smarter way to run part of your vineyard, you'll find it here. And if there isn't yet, you'll leave knowing what's coming next."
