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About this event
100% Champagne — Event Description
100% Champagne is a focused specialty trade fair and festival dedicated entirely to Champagne. Taking place in München (Munich), Germany, the event brings together selected producers from the Champagne region and sommelier expertise from around the world. The format is designed to support tasting-led discovery, meaningful discussions, and guided experiences that appeal to both professionals and passionate wine enthusiasts.
The event is positioned as a “finest champagnes” showcase in a festival atmosphere, emphasizing quality, variety, and conversation between producers and knowledgeable industry visitors. It also includes structured program elements such as seminars and Chef’s Tables, alongside pre- and after-event activities that extend the experience beyond the main show floor.
Dates and venue
- Date: 05. and 06. Juli 2026 (July 5–6, 2026)
- Venue/Location: MTC Center München
- City: München (Munich)
- Country: Germany
What the event is about
100% Champagne centers on the idea of connecting renowned Champagne houses with a highly tasting-focused audience. Visitors can expect curated encounters with producers, discovery of notable cuvées, and an environment where sommeliers and industry participants can exchange perspectives. The event’s positioning also highlights that it is not only about exposure—it is about in-depth tasting and learning, supported by a program that includes seminars and curated dining formats.
Audience experience (how attendees engage)
Based on the event’s official description, the experience is structured around:
- Exploration of Champagne producers through direct tastings and conversations.
- Professional guidance where sommeliers contribute expertise and context.
- Program-based learning via a seminar program, supporting deeper understanding of styles, regions, and craftsmanship.
- Chef’s Tables as a featured format to pair food and Champagne experiences and enable more personal interaction during the event.
- Extended community moments through pre- and after-events, which typically help networking and relationship building.
Why it matters for Champagne stakeholders
For the Champagne category, 100% Champagne functions as a concentrated marketplace and brand meeting point. It is particularly valuable for producers seeking quality visibility among audiences that already understand or actively explore Champagne. The mix of renowned houses and international sommelier representation supports credible brand positioning and allows visitors to compare offerings in a setting designed for informed tasting.
Organizer information
Meininger Verlag GmbH
- Address: Maximilianstraße 7-15, 67433 Neustadt/Weinstraße, Germany
- Email: event@meininger.de
Note: If additional details such as exact hall layout, capacity, exhibitor count, or estimated attendance are needed, they are not explicitly provided in the official text provided. We can incorporate those only if we have a reliable source from the official site content.
Data sheet
100% Champagne – Event Attendee & Buyer Profile Analysis
Event Date: 5–6 July 2026
Location: MTC World of Fashion, Munich, Munich, Germany
Event Status: Upcoming
Research Date: 6 July 2026
Event Overview
| Event Name | 100% Champagne |
| Event Date | 5–6 July 2026 |
| Event Status | Upcoming |
| Venue | MTC World of Fashion (MTC Center München) |
| City | Munich |
| State / Region | Munich |
| Country | Germany |
| Organizer | Meininger Verlag GmbH |
| Official Event Website | 100prozent-champagne.de |
| Event Type | Specialty trade fair and tasting festival |
| Primary Category | Food & Beverages |
| Secondary Applicable Categories | Hospitality; Retail; Logistics & Transportation |
| Audience Reach | Primarily regional with national and selective international buyer reach |
| Estimated Attendance / Expected Footfall | Attendance figure not publicly confirmed by the organizer. |
| Attendance Data Reliability | High for dates, venue, organizer, and event positioning; low for attendance volume because no current official figure was published in the supplied source text. |
| Main Purpose of Event | To connect Champagne producers with sommeliers, buyers, and trade visitors for tastings, education, sourcing, and relationship-building. |
About the Event
100% Champagne is a focused Champagne-only trade fair and festival held in Munich, positioning itself as a premium tasting and discovery platform for selected producers from the Champagne region. The official site emphasizes curated participation, seminars, Chef’s Tables, and pre- and after-events, which makes the event much more than a simple consumer tasting. It is designed to create direct engagement between producers, sommeliers, and trade visitors in an environment built around quality, expertise, and conversation.
From a B2B perspective, the event matters because it concentrates decision-makers and influential category professionals in one highly specialized setting. That makes it relevant for importers, distributors, hospitality buyers, beverage directors, specialty retailers, and on-trade operators seeking premium sparkling wine relationships, portfolio development, and education-led supplier discovery. The Munich location also strengthens its reach into the German-speaking market while retaining international appeal through its Champagne-only focus.
1. Who Attends: Buyers / Attendees
| Buyer / Attendee Segment | Typical Organizations | Buying Role or Influence | Relevance to Exhibitors / Suppliers |
|---|---|---|---|
| Importers and distributors | Wine importers, beverage distributors, wholesale groups | Portfolio selection, supplier negotiations, route-to-market decisions | Primary commercial audience for producer relationships and import expansion |
| Hospitality beverage buyers | Hotels, luxury resorts, restaurants, event venues | Wine list curation, beverage programming, supplier sourcing | High-value buyers for premium Champagne by-the-glass and bottle programs |
| Sommeliers and beverage directors | Fine-dining groups, luxury hospitality, wine-focused venues | Specification influence, menu placement, tasting evaluation | Core audience for tastings, education, and premium brand advocacy |
| Retail category managers | Premium wine retailers, specialty shops, e-commerce wine merchants | Assortment planning, seasonal promotions, sourcing decisions | Relevant for off-trade placement and premium gifting channels |
| Procurement and sourcing teams | Hospitality groups, retailers, importers, distributors | Supplier onboarding, contract terms, pricing, compliance | Important for commercial deal closure and supply agreements |
| Owners and general managers | Independent restaurants, hotel groups, premium venues | Budget approval and final purchase influence | Useful for brand positioning and high-margin bottle programs |
| Industry media and educators | Wine press, trade publications, certification and training bodies | Influence, coverage, education, reputation building | Supports brand awareness and trade credibility |
2. Event Location and Attendee Geographic Origin
| Geographic Area | Likely Attendee Origin | Buyer Concentration | Notes |
|---|---|---|---|
| Host city: Munich | Local hospitality, retail, and wine trade professionals | High | Munich is a premium consumer and business hub with strong hospitality demand. |
| Host region: Bavaria / Munich metro | Regional buyers, beverage importers, luxury venues, specialty retailers | High | Strong adjacency for same-day attendance and relationship-driven sourcing. |
| Nearby business hubs | Stuttgart, Nuremberg, Frankfurt, Salzburg, Vienna | Medium to High | Accessible for buyers covering southern Germany and adjacent DACH markets. |
| National reach: Germany | National importers, retail chains, restaurant groups, hotel groups | High | The event’s specialty positioning should attract buyers from across Germany. |
| International reach | Champagne producers, international sommeliers, cross-border buyers | Selective but meaningful | Official site references sommeliers from around the world, indicating broader trade appeal. |
3. Audience Reach
| Reach Level | Assessment | Explanation |
|---|---|---|
| Primary: Regional | High concentration in Munich and Bavaria | The venue and premium food-and-beverage format naturally favor nearby trade visitors and hospitality buyers. |
| Secondary: National | Strong trade relevance across Germany | The Champagne-only concept is niche enough to attract specialist buyers from major German cities. |
| Secondary: International | Selective international buyer and producer participation | The official messaging highlights global sommeliers and Champagne producers, supporting cross-border relevance. |
4. Sample Buyer Companies and Websites
| Buyer Company / Organization | Buyer Type | Why It Is Relevant | Website | Best Job Titles to Target | Evidence Level |
|---|---|---|---|---|---|
| Hawesko Holding SE | Wine retailer / distributor | Premium wine and sparkling portfolio buyer; strong fit for Champagne sourcing. | hawesko-holding.com | Category Manager, Purchasing Director, Product Manager | Strong Market Fit, Attendance Not Confirmed |
| METRO AG | Wholesale / foodservice supplier | Supplies hospitality operators and can influence premium beverage assortment. | metroag.de | Category Manager, Sourcing Manager, Beverage Buyer | Strong Market Fit, Attendance Not Confirmed |
| Mack & Schühle AG | Wine and spirits importer / distributor | Importer profile aligns directly with Champagne supplier discovery. | mack-schuelle.de | Import Manager, Purchasing Director, Brand Manager | Strong Market Fit, Attendance Not Confirmed |
| Rungis Express GmbH | Premium foodservice wholesaler | Services upscale hospitality and can source prestige beverages for clients. | rungisexpress.com | Procurement Manager, Category Manager, Beverage Sourcing Lead | Strong Market Fit, Attendance Not Confirmed |
| DO & CO AG | Hospitality / catering / luxury events | Luxury hospitality and event catering often require premium Champagne programs. | doandco.com | F&B Director, Purchasing Manager, Operations Director | Strong Market Fit, Attendance Not Confirmed |
| Kempinski Hotels | Luxury hotel group | Luxury hotels are strong buyers for prestige sparkling wine and guest experiences. | kempinski.com | Director of Procurement, Beverage Director, F&B Manager | Strong Market Fit, Attendance Not Confirmed |
| Bayerischer Hof | Luxury hotel / hospitality operator | Munich-based luxury venue buyer with high relevance to Champagne positioning. | bayerischerhof.de | Beverage Manager, Procurement Lead, General Manager | Strong Market Fit, Attendance Not Confirmed |
| Feinkost Käfer | Premium retail and hospitality | Specialty and luxury food retail is a natural buyer environment for Champagne. | feinkost-kaefer.de | Purchasing Manager, Category Manager, Retail Director | Strong Market Fit, Attendance Not Confirmed |
| EDEKA ZENTRALE Stiftung & Co. KG | Retail buyer / supermarket group | Large-scale retail buyer with premium wine and festive assortment potential. | edeka.de | Category Manager, Buyer, Procurement Manager | Strong Market Fit, Attendance Not Confirmed |
| REWE Group | Retail buyer / supermarket group | Retail assortment and private-label sourcing can include premium Champagne categories. | rewe-group.com | Category Manager, Purchasing Director, Beverage Buyer | Strong Market Fit, Attendance Not Confirmed |
| SSP Group plc | Travel retail / foodservice operator | Airport and travel-hub beverage programs can feature premium sparkling wines. | sspgroup.com | Procurement Manager, Category Manager, Commercial Director | Strong Market Fit, Attendance Not Confirmed |
| Lufthansa Group | Airlines / travel buyer | Premium cabin beverage programs often source Champagne through procurement teams. | lufthansagroup.com | Procurement Lead, Onboard Product Manager, Category Manager | Strong Market Fit, Attendance Not Confirmed |
5. Job Profiles, Industries and Event Type
| Priority | Job Title / Function | Department | Seniority Level | Why This Role Matters |
|---|---|---|---|---|
| 1 | Chief Procurement Officer | Procurement | C-level | Approves supplier strategy and premium beverage sourcing frameworks. |
| 2 | Director of Procurement | Procurement | Director | Owns supplier selection and commercial terms. |
| 3 | Category Manager | Buying / Category | Manager | Directly manages sparkling wine assortment and vendor comparisons. |
| 4 | Beverage Director | Food & Beverage | Director / Senior Manager | Key decision-maker for Champagne by-the-glass and list placement. |
| 5 | Sommelier | Wine / Beverage | Specialist | Influences selection through tasting evaluation and recommendations. |
| 6 | Purchasing Manager | Procurement | Manager | Responsible for vendor onboarding and buying execution. |
| 7 | Import Manager | Import / Trade | Manager | Evaluates Champagne houses for distribution rights. |
| 8 | Wine Buyer | Buying | Manager / Specialist | Central role for premium and seasonal assortment. |
| 9 | F&B Manager | Food & Beverage | Manager | Influences beverage margins and guest experience. |
| 10 | General Manager | Operations | Senior | Approves premium venue partnerships and supplier relationships. |
| Priority | Apollo Industry | Why It Fits the Event | Best Buyer Use Case |
|---|---|---|---|
| 1 | Food & Beverages | Direct industry alignment with Champagne trade and hospitality consumption. | Importers, distributors, premium beverage buyers |
| 2 | Hospitality | Hotels, restaurants, and venues are core Champagne buyers. | F&B directors, procurement, beverage managers |
| 3 | Wholesale | Wholesale buyers often place large-volume premium beverage orders. | Category managers, sourcing teams |
| 4 | Retail | Premium retail chains and specialty sellers are important off-trade buyers. | Buyers, category managers, merchandisers |
| 5 | Import & Export | Champagne sourcing depends on cross-border supply and trade execution. | Import managers, international trade leads |
| 6 | Logistics & Supply Chain | Relevant for beverage warehousing, import flow, and distribution control. | Operations, logistics, supply chain leadership |
| 7 | Leisure, Travel & Tourism | Luxury travel and premium hospitality settings buy Champagne regularly. | Hotel groups, airline catering, travel retail |
| 8 | Management Consulting | Relevant where consultants support hospitality, retail, and sourcing strategy. | Industry advisors, sourcing consultants |
| 9 | Consumer Goods | Useful for premium brands and gift-oriented distribution channels. | Brand managers, commercial teams |
| 10 | Events Services | Champagne is frequently bought for events, catering, and premium occasions. | Event planners, venue procurement |
| 11 | Luxury Goods & Jewelry | Luxury positioning is compatible with Champagne brand partnerships and gifting. | Luxury retail and VIP experience teams |
| 12 | Marketing & Advertising | Relevant for brand activation, sponsorship, and premium consumer engagement. | Brand partnerships and activation teams |
6. Estimated Attendance
| Metric | Figure | Status | Source / Basis | Notes |
|---|---|---|---|---|
| Estimated total footfall | Not publicly confirmed | Confirmed unavailable | Official website text supplied; no attendance number stated | Use with caution for list-sell projections |
| Exhibitor count | Not publicly confirmed in supplied source text | Unavailable | Official website references “selected producers” but does not provide a count | Could be added if exhibitor directory is published separately |
| Buyer count | Not publicly confirmed | Unavailable | No official buyer list provided in supplied content | Likely mix of trade and enthusiast visitors |
| Speaker count | Not publicly confirmed | Unavailable | Seminar program referenced, but count not stated | Likely modest and highly specialized |
| Sponsor count | Not publicly confirmed | Unavailable | No sponsor roster included in supplied source text | Requires official sponsorship brochure or exhibitor prospectus |
| Historical attendance | Attendance record mentioned for 2024, but no figure provided | Historical evidence only | Official site news item notes a visitor and exhibitor record for 2024 | Useful as directional proof of market traction, not for exact sizing |
7. Key Focus Areas and Buyer Engagement
| Focus Area | Typical Buyer Need | Buyer Engagement Opportunity | Relevant Supplier Offering |
|---|---|---|---|
| Procurement | Reliable supplier relationships, pricing, and contract terms | Direct buyer meetings and portfolio reviews | Premium Champagne producer, importer, or distributor services |
| Hospitality | Menu differentiation and guest experience enhancement | Tastings, Chef’s Tables, and beverage education | Luxury beverage programs and on-trade supply |
| Retail sourcing | Assortment planning and premium brand selection | Assortment comparison and seasonal buying discussions | Retail-ready packaging, gift sets, and premium SKUs |
| Import / distribution | Portfolio growth and market exclusivity | Producer introductions and market-rights negotiation | Cross-border trade support and commercial channel development |
| Education and tasting | Product knowledge and technical differentiation | Seminars and guided tastings create high-intent engagement | Brand storytelling, viticulture education, and sommelier training |
Lead Quality Assessment
| Factor | Assessment | Explanation |
|---|---|---|
| Buyer relevance | Very High | Champagne-only positioning attracts premium beverage buyers, importers, and hospitality decision-makers. |
| Decision-maker availability | High | Specialty events typically attract category managers, sommeliers, and procurement leads. |
| Data collection potential | Medium | Strong if exhibitor or visitor lists are published; limited in the supplied source text. |
| Apollo targeting potential | Very High | Clear industry and title targeting is available across food, hospitality, wholesale, retail, and import categories. |
| Geographic targeting potential | High | Munich, Bavaria, and DACH markets are practical for outreach and travel-based attendance targeting. |
| Best outreach approach | High-touch, account-based | Use targeted email, LinkedIn, and event-triggered beverage category messaging. |
| Overall lead quality | High | Strong specialty-event relevance with premium buying intent. |
| Best use case | B2B attendee list building and premium buyer prospecting | Well suited to lead generation, exhibitor sales, distributor targeting, and hospitality account development. |
| Limitations / risks | No current official attendance count or attendee list in supplied source text | Requires cautious segmentation and verification before outreach claims. |
Apollo.io Targeting Recommendation
| Filter Type | Recommended Filters | Purpose |
|---|---|---|
| Apollo industries | Food & Beverages; Hospitality; Wholesale; Retail; Import & Export; Logistics & Supply Chain; Leisure, Travel & Tourism | Identify buyers most likely to source premium Champagne. |
| Departments | Procurement; Purchasing; Supply Chain; Food & Beverage; Operations; Merchandising; Sales; Business Development | Prioritize commercial and buying decision-makers. |
| Seniority | Owner; Partner; C-Level; VP; Director; Head; Manager | Reach both approvers and operational buyers. |
| Job titles | Procurement Manager, Category Manager, Beverage Director, Wine Buyer, Sommelier, F&B Director, Import Manager, Purchasing Director, General Manager | High-intent title set for premium beverage sourcing. |
| Geography | Germany; Bavaria; Munich metro; DACH; select European premium markets | Focus on likely attendance and easiest travel-to-event buyers. |
| Employee size | 11–50, 51–200, 201–500, 501–1,000, 1,001–5,000, 5,001+ | Capture both specialty buyers and enterprise purchasing organizations. |
| Keywords | Champagne, sparkling wine, wine buyer, beverage procurement, premium wine, sommelier, luxury hospitality, import, distributor | Refine intent-based account search. |
| Company type | Privately held, public company, subsidiary, multi-location operator, franchise group | Support both strategic accounts and regional operator chains. |
| Revenue range | €10M–€50M, €50M–€250M, €250M+ | Prioritize businesses with purchasing scale and premium assortment budgets. |
Suggested Apollo Search Logic: (“champagne” OR “sparkling wine” OR “premium wine” OR “beverage procurement” OR sommelier OR “wine buyer”) AND (procurement OR purchasing OR category OR beverage OR F&B OR operations) AND (hospitality OR retail OR wholesale OR import OR distributor).
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Sources & Verification Notes
| Source | Type | What It Verified | Reliability |
|---|---|---|---|
| 100% Champagne official website | Official organizer / event website | Event name, 2026 dates, Munich location, MTC Center München, organizer Meininger Verlag GmbH, event format, seminar and Chef’s Tables references | Very High |
| Official website news items | Organizer-published event news | Indication of prior-year record performance and program additions such as Chef’s Tables | High |
| MTC World of Fashion / MTC Center München reference in official site text | Venue reference | Venue identification and event host location | High |
| Meininger Verlag GmbH contact block on official site | Organizer information | Organizer name and German address | Very High |
| Apollo industry and title taxonomy | Targeting framework | Industry and job-title recommendations for lead generation | High |
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Tell us your work email and our AI instantly builds a buyer list matched to 100% Champagne — the best‑fit companies to target, the exact decision‑maker job titles, and the industry filters that fit what you sell.
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