TFWA Singapore 2026 Unwrapped: A Surprisingly Good Package, But Problems Remain.
5 minutes read
Introduction by: Peter Marshall
Now that we are all (mostly) back, it’s time to review the show. I arrived this year not expecting much, but was pleasantly surprised. Sure, the reaction from the floor was mixed – as ever – but overall it was a success.
So how do we rate it? I won’t delve into the social side, which is always special, or the awards – for this go to our much read and tongue-in-cheek blog: https://www.trunblocked.com/an-unofficial-guide-to-tfwa-apac-2026-a-trunblocked-com-special-edition-plus-our-very-own-tru-voice-awards-the-noscars/ Rather, the focus here is on what really matters: what was happening on the exhibition floor and a rating for each separate element.
The Conference: 8/10
Definitely better this year and justified its inclusion. Standout speakers? Kishore Mahbubani, Hyujin Kim and Akira Black.
This year we also saw the introduction of 14 Septembre as the official public relations and social media agency for TFWA and I thought their general digital communication and support services were excellent.
The Traffic: 7/10
Total numbers definitely looked down – some obvious reasons for this – but the overall quality of buyers was good. They were there, albeit in apparent reduced numbers. The TRunblocked.com team visited many of the stands and the general impression was that good, quality meetings were had. The real difference between Singapore and Cannes is that we all have time to breathe, and that’s what makes this such a good show.
The Layout: 7/10
A very different configuration this year which yielded a mixed response. More in favour than not, but arguably some categories could have been clustered together rather than separated – snacks with drinks, for example.
Because the exhibition had fewer overall exhibitors, navigation was relatively easy, although nothing could disguise the reduction of attendees – certainly not the creative spacing between the stands or the volume of space allocated to off-stand meetings. The aisles always looked empty. And, this a small point, the numbering plates for the exhibition stands on the floor were almost invisible.
Nor did this reimagined layout really disguise the elephant in the room: the missing players, most conspicuously from some of the spirits houses. These included Diageo, Moët Hennessy and Pernod Ricard, among others. Their absence sends the wrong signals, and offers poor incentive for the buyers present, who lost time on the exhibition floor because they had to go off-site for their meetings.
It is quite clear that the absence of these companies relates not just to the spirits market conditions but also to price. More on this later.
Two other observations. First, regardless of the numbers, was it necessary to allow some identifiable wholesalers to take stands who arguably should be visitors rather than exhibitors?
Second, it is indefensible for TFWA not to hold a press conference at the end of the show. This should be a legitmate forum for a digest of the week as well as a healthy exhange with the trade media. Please change for next year and (re)start first with Cannes later this year.
Taste Of The World, TFWA Launchpad and World of Innovation: 5/10
A very good attempt by TFWA to do something different. But if you blinked you missed those present under the banners of the TFWA Launchpad and the World of Innovation. Neither appeared to be well subscribed. A ‘miss’.
Taste of the World, in contrast, proved more popular. Yet the space allocated was again wildly disproportionate to those actually attending. Most seemed to go just for the drinks at the close of business. Otherwise, for most of the day this large space was devoted to meetings, many not relevant to F&B.
Taste of the World, which remains a good intiative and almost a ‘hit’, clearly needs to be rethought for 2027.
Agora Sessions: 7/10
Another good idea – some excellent presentations, but very much a mixed bag in terms of attendance and quality. The length of these sessions consumed time away from the floor and perhaps they should be rescheduled to 0900 – 1000 and 1300 – 1400. One question loiters with intent: did those presenting actually have to pay for the privilege?
And did the B & O café located outside the Agora sessions space work? I think that was a missed opportunity for something more immersive.
Singapore: A Price Worth Paying? 7/10
Let’s look at the good points first. Singapore is, above everything else, familiar territory. It is a known commodity that ticks all the boxes: safe, reliable, a wide range of hotels, quality transportation and logistics. The latter is very important because Singapore provides a small, tight location that is a finely tuned operation.
And the not-so-good points? Arguably, the costs for Singapore are just too high, and escalating annually. Principally this relates to cost of the stands, but also the hotels and restaurants. The absolute cost of the stands is eroding any real, affordable opportunity for entry brands and it was significant that many middle-ranking brands were also absent this year.
This cannot continue, the model needs changing and the one question that is begged is this: are we now at a tipping point? TFWA will need to think very carefully about pricing for next year – my personal view is that they should be frozen. If one of TFWA’s principal purposes is to expand the brand choices accessible to the buying community at this show, then increasing the prices for 2027 will surely be a fruitless exercise and only achieve a diminished return. There will be even fewer stands that no amount of cosmetic surgery to the layout will be able to disguse.
No one wants this. The two year gap ahead of us, before a change of venue is possible, now offers the opportunity to look elsewhere. The alternative and usual suspect candidates are: Thailand, Hong Kong and/or Shanghai in China, Malaysia and Vietnam. Three of these will offer exceptional value -Thailand, Malaysia and Vietnam – between 30% and 50% less. But Bangkok is just too big and too busy. With Kuala Lumpur there may be concerns over logistics. Vietnam would be an excellent candidate and would certainly work very hard to ensure the same facilities and efficiencies that we know Singapore consistently delivers. We also know Hong Kong well, but costs there largely match Singapore’s. Shanghai’s costs may be lower and, like Vietnam, would certainly seek to make the exhibition and conference work across all criteria required to continue to make TFWA Asia Pacific the very special annual industry event it is.
This is a moment in time when all interested parties should communicate their views to TFWA.
Summary
Overall score: 7/10. Comment? Good in many parts but still needs finessing. The search for an alternative venue still needs to be pursued. Importantly, TFWA’s President, Sarah Branquinho, is highly regarded and always seeks to consult, so we should look forward to seeing more, positive changes that will benefit all stakeholders.
