LIWF to rebrand as London Wine Fair and move to Olympia for 2014 show
A new-look London Wine Fair designed to engage and involve a greater breadth of the UK wine trade will return to central London in 2014, organiser Brintex has confirmed
Brintex is keen for all potential exhibitors, from “mum & dad” boutique importers to industry giants like Bibendum and multiple retailers, to find value and a sense of ownership in the fair, which it is styling as 'Britain's festival of wine'.
The 'international' tag has been dropped from the show, which is being rebranded with a new logo depicting vine leaves.
News of the changes follows several months of consultation with key exhibitors, and comes after public complaints from high-profile merchants that have pulled out of this year's event at ExCel in London's Docklands.
“If the wine fair at ExCel delivered exceptional value for money year-in-year-out, we wouldn't have had the high-profile pull-outs that we have had,” said event director Ross Carter during a trade press briefing this morning.
Carter said he accepts that “in recent years, costs have become a little prohibitive”. Stand prices will be reduced by between 20% and 25% per square metre versus 2012, and there will be no double-decker stands. Brintex will also use its contacts to acquire stands for companies at discount rates.
“My last fair was in 2008,” said Carter. “When I walked in, it looked like the Manhattan skyline. Had I known then what I know now, it wasn't sustainable, it was never sustainable.”
Asked for initial feedback from the trade to the changes, Carter told Harpers that “the vast majority of people have responded extremely well”. He added that key players, such as Liberty, Bibendum and Enotria, have indicated that they will consider returning to the show next year.
London Wine Fair (LWF) will begin on June 2, 2014.