LIWF to stay at ExCeL

Brintex has confirmed the 2012 London International Wine Fair will once again take place at ExCeL, despite calls from the trade to move it to a different venue.

The company said that transport, redevelopment and other issues affecting alternative London exhibition venues have made it implausible to hold the annual trade show anywhere other than the giant exhibition centre in Docklands.

A Brintex statement said: “After some speculation that the event might move back to a more central London location, alternative venue options have become decidedly limited over the past few months.

“The entire Earl’s Court site is to be redeveloped after the 2012 Olympics and planning applications to seal its fate are at a very advanced stage. There is no provision for an event space similar to that of the existing venue and Earl’s Court is not taking any exhibition bookings after the end of next year.

“It was the problems experienced at Olympia, mostly through excessive heat under its glass roof and cramped aisle conditions, that led to calls for the show to be moved back in 2001.

“Both factors would still be in evidence today, but more concerning is the likelihood that Transport for London will stop Olympia’s weekday tube service from December 2011.”

James Murray, event director, is of the belief that continuing to hold the show at ExCeL represents the only solution.

He said: “We consider the choice of venue for the LIWF to be an important part of the event’s overall appeal. Bearing in mind the revelations about the future of Earl’s Court and Olympia though, it’s difficult to imagine how the show could develop at either location. The next best option would be Birmingham’s NEC which we don’t believe fits the profile of the show.”

Murray then launched a staunch defence of ExCeL, which has attracted criticism from show visitors due to its atmosphere and transport links.

He continued: “ExCeL is probably the UK’s best exhibition venue. Its modern, air-conditioned, pillar-free halls are good for staging a tasting-driven event such as ours, and being on the doorstep of City Airport, it’s extremely popular with many of our international visitors.

“Exhibitors and visitors can be sure that we’re doing everything in our power to ensure that the venue offers the best facility possible for the Fair.”

Despite attracting nearly 14,000 visitors in May, the third highest total in the event’s 31 year history, Brintex says it is determined to demonstrate a closer affiliation with the trade.

Marketing director Will Broadfoot said: “We’re examining every conceivable opportunity to develop the event for the future.

“Regardless of the venue, exhibitors and visitors expect to see more than just a trade exhibition.

“We’re in constant contact with producers, retailers, importers, restaurateurs, hoteliers and the international trade at large to deliver a world-class event that works at every level. Expect some changes for 2012.”

The LIWF is coming under increasing scrutiny from producers who are looking to reap maximum results from their annual trade show budgets.

With the trade increasingly raving over the success of shows such as ProWein, some have voiced the view that it doesn’t make financial sense for them to exhibit at LIWF as well.

Murray, however, told the drinks business: “Nobody would disagree that ProWein has raised its game in the last few years, but it’s still a very different event to LIWF.

“For German wine, you go to ProWein; for Italian wine, you go to Vinitaly, but the fact remains that LIWF gives visitors a fantastic broad and unbiased offering of wine from all over the world.”

The next LIWF will take place at London ExCeL from 22-24 May 2012.