London Wine Fair targets on-trade with new feature

esoterica logoA new “show within a show” featuring table-top wine tasting is being developed for next year’s London Wine Fair (LWF) to appeal to the UK on-trade.

Called “Esoterica”, it will be an exhibition space exclusively for smaller independent importers or agents who hold UK stock.

It will feature table-top tasting, at a cost of £950 per table for exhibitors, located on the balcony of the National Hall. With each exhibitor limited to a maximum of two tables, each table will be able to showcase up to 14 wines.

It will be managed by Judy Kendrick, founder of JK Marketing, who is renowned for launching specialist trade events, including the acclaimed SITT tastings.

It aims to provide an affordable way of exhibiting at LWF, formerly the London International Wine Fair, and to attract boutique-style companies to the show for the first time.

Judy said: “In the year that the London Wine Fair re-launches, I think it is a prerequisite to incorporate a dedicated area for independents to reflect and support this vibrant sector of the UK wine trade that is so special and unique.

“I am delighted to have the opportunity to organise and rekindle the diversity and energy of this specialist area in a way that will be eminently affordable for exhibitors.”

Ross Carter, show director, added: “We have recognised that many of the smaller UK-based companies which have portfolios of exciting, niche producers, have been put off exhibiting in the past due to the financial outlay.

“We feel that a £950 exhibiting fee for three days is cost-effective and compares very favourably with other trade tasting opportunities, especially when you consider the scale of the audience at LWF.

“In addition, due to our planned investment to attract the independents and sommeliers to 2014 via travel and accommodation bursaries, we can ensure that there will be a high calibre of visitor in this area to ensure real value for exhibitors.”

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