It has been announced that the London International Wine Fair is set to return to Kensington Olympia next year, and will come with cheaper rates in a move the organisers hope will attract back the exhibitors who have turned their backs on the event in recent years.
The fair used to be held at Olympia but in 2002 move to the Excel in East London as the increase in the number of exhibitors meant that it was no longer big enough. In recent years, however, many big names have pulled out making various complaints, ranging from the Excel lacking the ‘buzz’ of Olympia and the fact that the fair was failing to put enough focus on the UK wine market.
Brintex, who organise the event, listened to the criticism have renamed the event as the London Wine Fair 2013 in order to highlight how they have repositioned it to be a national wine fair aimed at the UK market. The Kensignton Olympia has also been extended, and Brintex say that they will be taking up more space in 2014 than they will at the Excel this year.
In 2014, the price of a stand will drop by between 20 and 25%, and there will also be new stall restrictions put in place, meaning that there will be no banners, no stands of double height and a maximised floor space.
Ross Carter, the director of the fair, believes that exhibitors will be spending 50-60% less to appear at the fair than they have in recent years. He also said that these changes had been put in place after they held extensive talks with some of the leading exhibitors, both past and present.
Independent exhibitors are also being targeted by the offer of more bursaries. Brintex are to triple their budget for bursaries, with money they will strip from the international advertising, and use it to offer the independents more travel and accommodation bursaries.