LIWF Reveals Impressive
Support
The thirtieth London International Wine Fair will see
significant growth for many international pavilions, as well as
increased presence for several UK agents. Organisers,
Brintex, are also benefiting from the increased space at ExCeL due
to the new extension, by bringing more of the popular LIWF and
Distil features onto the show floor.
Europe will see some of the most substantial increases in stand
size, with Hungary, Austria, Georgia and Germany all augmenting
their floor space. Croatia, back at the LIWF for its second
year, is almost tripling the size of its stand for the 2010 LIWF
from 35m² in 2009 to around 100m² this year. Macedonia is
also anticipating increased presence in 2010. Organisers,
Brintex, are currently in talks with a number of Russian wine
producers, who are expecting to exhibit generically at the LIWF for
the first time.
Representing over 25% of the entire Fair, the pavilions and
regions from France, Spain and Italy will also show growth for
2010. France leads the way as the largest overall exhibitor
and promises an eclectic mix of producers and a host of
events. Spain follows with increased regional participation
from La Rioja and Rioja Alavesa. New regions are also
expected from Italy and will be joined by ICE (Italian Trade
Commission), who will be raising the profile of Italian wine
through a variety of activities at the Fair.
Growth is not just restricted to the old world. From South
America, Argentina, Chile and Wines from Brazil are back this year
with larger footprints too.
There will be a number of new faces at the LIWF this year,
including Copestick Murray Wine Solutions, Marie Brizard and new
Italian wine distributor, Grossi Wines. Cellar Trends and
Bodegas Julian Chivite are a few of the companies that return after
a break. The familiar face of Pernod Ricard is increasing its
stand size by 50%, while JE Fells and JeanJean double in
size.
Adrian Atkinson, wine development director for Pernod Ricard UK
commented: "The LIWF is a key event in our wine trade calendar.
This year we are increasing the size of our stand to maximise our
impact over the three day event as we showcase our wines and
spirits portfolio to a key trade audience. As a global
business, the event provides us with a vital opportunity to
introduce our winemakers to the trade, showcase NPD and conduct
business face-to-face with our UK and international customers."
In order to take advantage of the extensive improvement at
ExCeL, Distil, now in its third year, will join the LIWF in the
South hall adjacent to the West Entrance. The venue upgrading
has also provided an opportunity to enhance the floorplan layout to
allow better traffic flow for all and encourage significant
crossover from the LIWF to Distil.
The new layout has also allowed Brintex to position a number of
the LIWF and Distil features on the show floor. The LIWF
Industry Briefings, previously held in the South Gallery rooms,
will now be held towards the North East of the hall. The Wine
Intelligence Club Rooms will also be located in the main
hall. The ever popular LIWF Masterclasses and Top 100 tasting
will retain their usual positions at the east end of ExCeL.
Distil will see a return of the Distil Tastings, arranged in
partnership with Mark Ridgwell of Taste and Flavour, and the
Cocktail Theatre will once again be hosted by IPBartenders.
The Drinks International Cocktail Challenge will return to Distil
in 2010 and will take place on Thursday 20th
May.
