Vinexpo announced a JV with the French events company in early January and Lameyse discussed the reasons for the merge at a media briefing in London last week.

“For the future we expect to be one company which is a fantastic opportunity for us because Comexposium is in 22 offices worldwide,” said Lameyse. “This will allow us to gain a deeper connection with buyers in many different countries.

“We’re creating a three-tier business looking at bulk wine, standard wine and then premium. The joint venture also means we’re increasing from four to 10 events a year which will make us the number one business in the wine and spirits exhibition space.”

Comexposium is a French company and the third biggest hospitality exhibition and conference business in the world with shows such as Wine Paris and the World Bulk Wine Exhibition under its portfolio.

Lameyse added: “Vinexpo is a big brand and we attract international buyers and premium and super premium wines from around the world, but we are not covering standard wine enough which is an issue and something we’re looking to improve. This is why the bulk wine part of Comexposium is an asset for us."

The main office for bulk wine is based in Madrid while the two other head offices will be in Paris and Bordeaux. Lameyse said there will be no consolidations within the JV.