Best Wine Merchant of France Contest to be held in Luberon

The final of the 2026 Best Wine Merchant of France Contest will take place on October 25 and 26 at Château Val Joanis in the Luberon region. The event will bring together 40 professional wine merchants from across France.

Organized by the Syndicat des Cavistes Professionnels (SCP) and Cavistes & Co magazine, the competition highlights the evolving role of the modern wine merchant. Beyond technical expertise, the profession is shifting toward personalized consumer guidance and management, driven by a consumer trend of ‘drinking less but better.’

Cyril Coniglio, the contest president and 2018 winner, noted that being a wine merchant requires being a merchant first, a technician second, emphasizing the importance of listening to clients and managing business effectively.