Next year’s London International Wine Fair (LIWF) and Distil events will start on a Monday for the first time in an effort to attract more on-trade visitors.
The show, at London’s ExCeL venue in Docklands, will take place on Monday to Wednesday, 20-22 May, as a result of ‘extensive research and feedback’ from visitors and exhibitors over the summer period.
‘We have had an overwhelmingly positive response that Monday would be preferable to Thursday,’ said exhibition director James Murray. ‘As a result of the change, we are expecting to attract a greater number of the on-trade, as well as independents who tend to be quieter on Mondays and more able to leave their businesses to spend time at the show.’
LIWF organiser Brintex has tried various tactics to lure the on-trade to the event in recent years, with mixed results.
This year’s show included the On-trade Theatre, hosting an array of tastings, talks and presentations, plus the fair’s first hosting of the finals of the UK Sommelier of the Year competition.