London Wine Fair acts to attract on-trade buyers

lwf logoOrganisers of this year’s London Wine Fair have launched their programme to attract leading sommeliers and on-trade buyers to the event.

They have pledged £40,000 in travel bursaries and accommodation costs for 100 members of the on-trade as well as 100 independent retailers from beyond London (outside the M25).

In addition, attendees from these sectors will be invited to an exclusive lunch with their peers. The on-trade lunch will be on June 2 and the retailer lunch on June 3. Both will be held at Olympia in London where the fair runs from June 2 to 4.

Show organisers will be asking exhibitors to nominate buyers and key influencers from both sectors and the final target list will be drawn from these nominations.

These sectors were flagged as priority targets in the fair’s revised UK-focused strategy for 2014.

Event director Ross Carter said: “2014 is all about a return to the roots of the UK wine trade. If we are to successfully engage with those independents and sommeliers for whom expense has been a barrier to attending in the past, then we need to incentivise them with these bursaries and also, of course, relevant and tailored content.”

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