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London Wine Fair ups fine wine focus

This year’s London Wine Fair will see an increased emphasis on fine wines with The View Tastings – a dedicated area for wines that cost over £30.

The View Tastings logo
The logo for the new fine wine zone

The new zone has been organised in association with fine wine storage providers Octavian, and will contain wines from companies such as Lea & Sandeman and Louis Latour Agencies.

Not only will The View Tastings have its own distinctive branding but also 24 hour security for the area, which will be located behind cordons within The Gallery part of the Grand Hall.

It will be restricted to 20-30 companies and will cost £1,500 per table with a maximum of 12 wines per table.

Managing the zone will be The Wine Register, a fine wine broker and merchant which was set up in 2014 by Ashley Register, previously of Bordeaux Wine Investments and Quintessentially Wine.

The Wine Register will be responsible for the overall running of the feature as well as ensuring only relevant and invited visitors are admitted.

Adjacent to The View Tastings will be a feature area with related content which will change on a daily basis and include tastings from The Unions des Grands Crus de Bordeaux.

Commenting on the initiative, show director, Ross Carter said: “We have been keen to create a stand-alone fine wine feature into The Fair for a while now, and over the last couple of years have had encouraging feedback to support this from both visitors and exhibitors.

“The Fair’s scale has put-off some of this sector from exhibiting in the past, which is understandable when their target customer is relatively niche. The View Tastings will allow fine wine exhibitors to put their high end wines exclusively in front of decision makers from top merchants and restaurants from around the U.K. and internationally, in a secluded area, whilst benefitting from being part of the U.K.’s largest drinks trade event, and we are delighted that Octavian is supporting us in this new venture.”

Companies that have so far committed to The View Tastings include: Alliance Wine; Antinori; Astrum Wine Cellars; Flint Wines; Hatch Mansfield; Lea & Sandeman; Louis Latour Agencies; Penfolds, and Sogrape UK.

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