BEIRUT: Prowein International Fair celebrated its 25th Anniversary in Düsseldorf, Germany, bringing together wine and spirits professionals from around the world.
The celebration was held from the 17th till 19th of March 2019, in the presence of 9 Wine producers from Lebanon with the ‘Union Vinicole du Liban’ (UVL) and its dynamic President Mr. Zafer Chaoui bringing together more than 7000 producers and distributors from over 64 countries, pread over more than 250,000 m2 of exhibition space.
Adyar, Château Héritage, Château Ksara, Château Kefraya, Château Oumsiyat, Château Saint-Thomas, Ixsir and Domaine des Tourelles - all members of the UVL have made the trip at their own expense to raise the colors of Lebanon abroad and enhance their visibility and distribution network.
The UVL contributes to the international development of Lebanese quality products and promotes the Spirit of Lebanon in terms of cultural diplomacy, softpower and economic opportunities.
“The objective of the Union Vinicole du Liban is to bring together local producers, big and small, in the same pavilion to promote the spirit of Lebanon to ProWein, rather than attend in a scattered order,” said Chaoui, also President of Château Ksara.
Chile, for example, has set up a whole pavilion with dozens of stands. On the other hand, another approach was to be present individually such as Château Musar.
"It's a habit that has stayed. We had already booked our stand when the UVL decided to participate for the first time and then we chose not to change our system," explains its owner, Gaston Hochar.
In a context where Lebanese producers are seeking to export more of their products to compensate for the decrease of activity on the local market, due in part to the worsening of the economic situation and the fact that the authorities do not regulate enough wine imports; for Chaoui to be present at Prowein “is convenient for those who already have their distributors abroad as well as for those who seek them’’.
50% of the production of members of the UVL goes to France, the United Kingdom, the United States, Canada and Syria, where trade would be resumed, according to the association.
“Lebanese wine is one of the few products with such quality comparable to and even superior to those made abroad,”said the president of the UVL, noting that local producers have very little margins to reduce their costs.
German Federal Minister for Agriculture Julia Klöckner headlined the opening ceremony, welcoming invited guests from the international wine and spirits industry to an inspiring speech about the importance of the industry and the trade fair.
“Wine is an important factor not only for the local and national economies, but also for culture and, just as important, for enjoying the fine things life has to offer. Winegrowing shapes the landscape of entire regions of the world,’’ said Klöckner.
Greetings were also offered by Anne-Marie Descôtes, France's Ambassador to Germany, and Thomas Geisel, Düsseldorf's Lord Mayor and Chairman of the Supervisory Board at Messe Düsseldorf.
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