London Wine Fair reports strong interest

London Wine Fair organisers Brintex has reported a “decidedly positive response” from existing exhibitors signing up for 2014.

The company says the priority booking system for UK agents and importers who attended in 2013 went live last Friday (July 5) and within 20 minutes, 32 of the 35 companies had rebooked space.

Companies already booked include: Bancroft, Codorniu, Concha Y Toro, DGB, John E Fells, Kingsland and Treasury Wine Estates.

The booking system will go live in stages, corresponding to the layout of the 2014 show which moves back to Olympia. The West Hall (newly refurbished 18 months ago) and National Hall have been reserved for UK agents and importers; these are both accessed via the two entrances. The Central Hall will be allocated to generic bodies and the Balcony of the National Hall will be assigned to the bulk and boutique sections. The West Hall, Central Hall and Balcony all adjoin each other on the first floor, with the National Hall on the ground floor.

Show director, Ross Carter said: “To have more than 90% of bookings within minutes for phase one is unprecedented. We would normally expect this process to take four to five months, so see this as a massive endorsement for next year’s revamped event.”

The dates for the London Wine Fair are now also confirmed. It will run from Monday June 2 to Wednesday June 4, 2014.

Brintex said visitor research from 2013 was overwhelmingly in favour of a Monday to Wednesday show; although there was no increase in on-trade attendance specifically on the Monday, 24% of the overall visitor audience was on-trade, the highest since 2009. The move to Monday also contributed to a busier final day, with a higher proportion of visitors attending on the Wednesday than had previously attended on a Thursday.

Phase two of the booking system will go live later in the summer, said Brintex.