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Gastronomy and Wine Portal

London Wine Fair

Toast to Elegance: London Wine Fair 2024 Showcases the Finest in Vinicultural Excellence


The London Wine Fair 2024 will take place from 20th to 22th May at Olympia London. It is the UK’s biggest and most loved wine trade fair, connecting over 10,000 drinks industry professionals. Last year, London Wine Fair, the official exhibition partner of Drinks+ and Wine Travel Awards, brought together more than 400 exhibitors and over 10,000 visitors. The WTA Awards Ceremony was held for the second time at London Wine Fair 2023.

Scheduled to take place at Olympia from May 20th to 22nd, the 2024 edition builds upon the success of the 2023 show, which boasted over 400 exhibitors and welcomed more than 10,000 visitors. There is a packed schedule of masterclasses, tastings, and impactful industry sessions. All visitors and exhibitors get access to a digital networking and show planner platform.

London Wine Fair

Remarkably, the LWF reported the highest number of on-site re-bookings during a show since at least 2017, with prominent UK agents, including Hatch Mansfield, Enotria&Coe, ABS Wine Agencies, Felix Solis, Friarwood Fine Wines, EWGA, Ellis Wines, and Richmond Wine Agencies, already confirming their return for the upcoming year.

London Wine Fair

What to Expect in 2024?

The 2024 show sees the return of key industry players after several years. Mentzendorff has already confirmed participation, with other major names expected to commit in the coming days and weeks. The increased focus on fine wine exhibitors is highlighted by a new feature, “The Judgement of London,” paying homage to the historic 1976 Judgement of Paris. This event will witness blind tastings of top Bordeaux estates against their New World counterparts on the first day of The Fair, co-curated by Ronan Sayburn MS, CEO at The Court of Master Sommeliers Europe, and accessible by invitation only.

Following a challenging two years, the success of the 2023 London Wine Fair positions the event for an unmissable 2024 showcase. The Net Promoter Score for the 2023 fair, a measure of brand success criteria, was an exceptional 23.7, surpassing the industry average of four. This score, 22 points higher than in 2022, provides a significant endorsement for the recent show and signals anticipated growth and success for future events.

London Wine Fair

The survey also highlighted the high-quality visitor audience, with those holding direct buying power increasing to 43% from 36% in 2022. The most represented job title was “director,” accounting for just under 10% of the audience. Investments made to attract the on-trade, especially after a turbulent three years in this sector, paid off, with “sommelier” being the second-highest recorded job title, and 34% of the total visitor audience representing the on-trade.

Hannah Tovey, Head of the Fair, expressed her excitement, stating, “We are absolutely delighted to welcome back so many of the UK’s leading players so early in the planning for 2024. It is particularly gratifying that some are returning after a significant break, a ringing endorsement not only for the importance of the London Wine Fair but also for trading conditions in the UK. We are looking forward to announcing several new initiatives and groundbreaking content alongside our exhibitor news and content over the coming months.”

The London Wine Fair features nine unique areas each focusing on different aspects of wine, drinks, and the alcohol industry, providing a comprehensive experience for visitors.

London Wine Fair

London Wine Fair Areas

The London Wine Fair has nine distinct areas covering different themes related to wine, spirits, beer, cider, and the alcohol industry.

  • Drinks Britannia showcases the best British-made alcoholic drinks.
  • The Education Zone helps visitors develop their knowledge about alcoholic drinks.
  • Esoterica features exclusive and rare wines from specialist importers.
  • The Discovery Zone showcases the latest innovations in wine tech, sustainability, and startups.
  • Masterclasses offer guided tastings of wines from top regions by experts.
  • The Trading Floor allows visitors to stock up on wines for retail and restaurants.
  • Industry Briefings deliver insights on key industry topics by experts.
  • Walk-Up Tastings allow sampling wines from around the world.
  • Wines Unearthed features never-before-imported wines to the UK.
  • The Mindful Drinking Experience covers low and no alcohol trends.
  • Other features include the Wine Buyers Awards, spirits/beer discovery, Judgement of London wine tasting, and talks at the Centre Stage.

Visit the website to find out more details.