The London Wine Fair has unveiled plans to attract the top UK trade buyers from the independent retail and hospitality sector this year’s event.
These sectors were flagged as priority targets in the Fair’s revised UK-focused strategy for 2014, and now LWF organisers have pledged £40,000 in travel bursaries and accommodation costs specifically for these groups.
100 members of the on-trade and 100 independent retailers from beyond London (outside the M25) will be offered travel and accommodation bursaries. Assistance on travel costs to London-based visitors will also be offered.
In addition attendees from these sectors will be invited to an exclusive lunch with their peers. The on-trade lunch will take place on Monday, 2nd June and the retailer lunch will take place on Tuesday, 3rd June. Both will be held on-site at Olympia.
London Wine Fair organisers will be asking exhibitors to nominate buyers and key influencers from both sectors and the final target list will be drawn from these nominations.
Event director, Ross Carter, commented: "2014 is all about a return to the roots of the UK wine trade. If we are to successfully engage with those independents and sommeliers for whom expense has been a barrier to attending in the past, then we need to incentivise them with these bursaries and also, of course, relevant and tailored content."
The London Wine Fair takes place from June 2-4 at London’s Olympia.