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Wine fair dismisses biennial show idea

Published:  17 December, 2009

The London International Wine Fair will not be going biennial, organiser Brintex has pledged.

The London International Wine Fair will not be going biennial, organiser Brintex has pledged.

Marketing director Will Broadfoot dismissed the suggestion - put forward by some exhibitors - as "a complete non-starter".

He added: "It was never considered, for so many reasons. Visitors demand we have the show every year - there are 15,000 people travelling from all over the world for one of the most important business trading platforms for wine and spirits that exists anywhere.

"People don't want to travel to Italy, France and Spain if they have got one of the world's best events in London."

The 2010 LIWF will celebrate its 30th anniversary with the Distil spirits exhibition joining the wine fair in the south hall at ExCel.

Broadfoot described the decision to combine the shows in one hall as "logistical" but said there would be clear demarcation between the two events.

"We wanted Distil to have its own identity and grow it as a major exhibition in its own right, and I think we achieved that," he said.

Pernod Ricard, Foster's and Bibendum have been confirmed as exhibitors for 2010, but Broadfoot admitted the wine trade's well-publicised problems could have an impact on bookings. "We're watching and waiting," he said. "There are some pretty big names in, and some big names to come.
"No one's trying to pretend it's plain sailing out there - you just have to look at the names that have disappeared from the market to realise that."

Event director James Murray said: "We're really gearing up for a fresh and exciting anniversary next May. Expect plenty of changes, all designed to create a productive and enjoyable business platform for the trade.

"We know the shows genuinely affect visitors' buying behaviour and there could never be a more important time than now to be exhibiting."