The room is buzzing with excitement as the scent of floral, fruity, and citrus notes drift from the glass to the nose. As the mind begins to refocus, the industry professional is ready to enter into a discussion of your thoughts. As a result, a new networking connection is born. Lively discussions continue to take place around the room as the day’s schedule of events starts. This is the comprehensive and immersive wine experience known as the London Wine Fair.

The London Wine Fair is a two-day digital and live event that takes place at Olympia Way, London. The event began over 40 years ago with recent events taking place in June. This exclusive event is a place for wine professionals to meet winemakers and importers, visit exhibitors, and attend masterclasses. Furthermore, the main purpose of the event is to increase professional’s knowledge of the wine industry.

History of the Fair

Regarding the origins of the London Wine Fair, it dates back to 1981 where it was originally located on top of a London Department store. The purpose of the event was to create a place where buyers and producers could meet to discuss products. The concept was a success and soon the fair gained popularity amongst the drink industry. As a result of the popularity, the fair outgrew the department store into its current location of Olympia Way. Soon, the entire fair became redesigned in 2014 and is still an exciting place where top international experts can showcase various wines and other drinks to potential buyers.

Zones

An exciting aspect of the London Wine Fair is the event layout which is divided into a series of zones. Each zone provides information and support to attendees.  Attendees interested in local drinks can visit Drinks Britannia which exclusively showcases home-grown products. These products include premium wine, liqueurs, craft beer, and more. After exploring the selection at this zone, attendees can venture to the Education and Discovery zones. As the name implies, education is the main focus of these two zones. As a result of this educational focus, attendees can attend educational sessions to expand their knowledge of London’s new innovative technologies at these areas. Additionally, professionals can explore TED-style talks and masterclass sessions to improve on their knowledge within their field. 

Trading Floor

The heart of the London Wine Fair besides the zones, is its trading floor which is a global area filled with old world wines from France, Italy, and Spain. The trading floor is a chance for professionals to explore what is happening within the drink industry globally. It’s divided into different sections which allows guests to customize their experience. The companies participating within each area include stand-alone producers as well as large-scale UK importers. Guests who are interested particularly in small-scale importers can visit the Esoterica zone within a different area of the event.

Low & No Zone

This event is not just a place for wine professionals to gather but also a place for education on alcohol consumption. A truly inclusive zone within the fair is called the Low & No Zone which is a place for guests to learn about how to drink mindfully. Guests can also attend a chats with experts such as Laura Willoughby MBE who is the co-founder of Club Soda, Christine Parkinson from Brimful Drinks, and Harry Crowther, who is the founder of Grain to Grape to learn about low to no alcoholic drinks to brands at the forefront of this movement. The inclusion of this zone within the event acknowledges the increasing popularity of non-alcoholic beverages which is helpful to those who may suffer from alcoholism, health issues, or those who want to be more mindful with their drinking. Moreover, it also shows professionals that the drink industry is broadening its scope to non-alcoholic beverages which is a step into a new direction.

Digital Side

An innovative aspect of this event is the digital side which allows for attendees who may not be able to be there in person to still feel a part of the exciting event. Located on their website is a virtual exhibitors list that gives the name of each exhibitor, a summary of the company, the name of the winemaker, where they distribute their products from, and the regions that they want to gain distribution partners with. Various exhibitors include photos and video support to enhance the experience of reading through their digital stand. Moreover, attendees who purchase a digital event ticket can still experience masterclasses, matchmaking with exhibitors, and more during the specified event dates.

Professionals who are involved within the drink industry and have a yearning to learn more about the new technologies, brands, and overall education of their organization can achieve this at the London Wine Fair. The digital addition further adds to the accessibility of the experience to those unable to participate in person. With over 14,500 drink industry professionals at the London Wine Fair, this is an immersive and comprehensive summer wine experience.