London Wine Fair adds “Esoterica”

The London Wine Fair has announced the introduction of a “show within the show” as part of its effort to appeal to UK independent merchants and the on-trade.

“Esoterica” will feature tables for smaller independent importers or agents who hold UK stock. Exhibitors will be able to take a maximum of two tables, priced at £950 each, on which they will be allowed to show a maximum of 14 wines per table.

Designed as an affordable way to attract smaller exhibitors to the fair, Esoterica will be located on the balcony of the National Hall at LWF’s new Olympia venue. It will be managed by Judy Kendrick, founder of JK Marketing, who has launched a number of specialist trade events, including the SITT tastings.

Commenting on this new addition to the event, Kendrick 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”.

Meanwhile, show director Ross Carter acknowledged: “many of the smaller UK-based companies which have portfolios of exciting, niche producers, have been put off in the past due to the financial outlay.”

Describing the £950 fee for the three-day event as “cost effective”, he argued that it “compares very favourably with other trade tasting opportunities, especially when you consider the scale of the audience at LWF.”

Carter also highlighted an effort to attract independent retailers and sommeliers as “high calibre” visitors to the 2014 fair through a series of travel and accommodation bursaries.

As a result of the LWF’s change in venue and more flexible approach, a number of larger UK companies such as Enotria, Mentzendorff and Accolade Wines have already confirmed their plan to take stands in 2014 following a period of absence.

The London Wine Fair will take place at Olympia from Monday 2 June until Wednesday 4 June.