How to take advantage of wine fairs?

Wine fairs are a major event in Belgium and France, typically held in September-October. According to FEB (Federation of Belgian Enterprises), they account for up to 20% of annual wine sales in supermarkets.

Preparation is key: check online catalogues (available 1-2 weeks before), identify the wines you want, and set a strict budget. The best deals go on day one — some shoppers queue at opening for the most sought-after wines.

Focus on wines where the discount really counts: premium appellations (Burgundy, classified Bordeaux, Barolo) see the most significant drops in absolute value. A Bordeaux at €20 instead of €28 is a better deal than a wine at €5 instead of €6.

Age-worthy wines are the smartest fair purchase: bought at a discount, they'll gain value in your cellar. Make sure you have proper storage before buying — no point grabbing 24 bottles if you can't keep them correctly.

Wine shops run their own seasonal events too, often with tastings. 20hVin in La Hulpe hosts tasting evenings where you can try before you buy — a major advantage over supermarket fairs.