From June 2 to 8 next year, events will be held across the capital aimed at bringing fun and socialising, education and innovation to consumers and other wine lovers.
It will be modelled on London Cocktail Week, now in its fifth year, which is held every October and involves bars and brand-led pop-up events around the capital, focused around Covent Garden and Shoreditch.
Hoping to attract 10,000 participants, it will provide London Wine Week wristbands that will give people access to special offers and wine experiences. The festival aims to drive consumers towards more premium wines they may not normally come across.
London Wine Week will tie in with London Wine Fair, the relaunched version of London International Wine Fair, which takes place at Olympia in London for the wine trade from June 2 to 4.
London Wine Week organiser Diffordsguide is inviting independent merchants, bars and restaurants to sign up, with the target of having 150 restaurants, bars and pubs involved. Already confirmed are retailer Borough Wines and leading bar and restaurant group D&D.
Participation for outlets is free of charge as long as they commit to a minimum level of activity that will deliver “exceptional value” for the consumer’s registration fee. They will all be encouraged to build on the festival feel with bespoke activities.
All participating outlets will be included in the London Wine Week guide book. Events, which can be free to attend or ticketed, will be listed on a new website at www.londonwineweek.com.
Participation packages are on offer to wine brands wanting to become part of the festival, giving them the opportunity to host their own stand-alone events and offers.
Partnering brands’ activities will be promoted on the website and through event literature, via the extensive PR and social media campaign and inclusion within the regular London Wine Week member newsletters throughout the year. Contact firstname.lastname@example.org for more information.
Ross Carter, show director of London Wine Fair, said: “It’s exciting to be working with the team from Diffordsguide to create an event that will have a direct impact on the consumer.
“London Wine Week is about taking a fun and engaging approach to tasting and drinking wine and we believe that a central London trade event supported by a consumer-facing festival is a great way for the trade to make the most of a week when winemakers from all over the world descend on the city.
“It will provide an opportunity for restaurants and retailers to attract new customers and for producers and the trade to promote the all-important message of ‘drink better, not more’.”
They are set to attract 150 London-based restaurants for the festival. D&D group is already on board.
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