There’s plenty of big, international trade fairs dedicated to pet and animal products. Florida’s Global Pet Expo brings together 14,000 visitors annually, Bologna’s Zoomark – about 28,000 international guests. And yet none of them even come close to Cologne’s Interzoo, a biennial expo whose last edition brought together over 38,000 trade visitors and almost 2000 exhibitors.

The wine sector is one of the most potent in the trade fair world, with every continent sporting dozens upon dozens of events. It makes sense – wines obviously can’t be judged entirely based on a catalogue, so it’s important for major breweries to establish meeting spots at which connoisseurs, press and members of the public alike can actually taste their newly released products and make an informed choice on what to buy.