LIWF 2014 will take place at Olympia

Next year’s London wine fair will definitely be taking place at London Olympia and not ExCel it has been confirmed.

Speaking to the press at a briefing this morning (7 May), event director, Ross Carter, announced the new location as well as unveiling a new logo (pictured), new date and explaining the focus he wanted the fair to have.

As previously reported by the drinks business, following falling exhibitor numbers and calls that the ExCel centre in London’s Docklands was too “sterile” and difficult for the on-trade to attend, the decision was therefore made to bring the fair back to west London where it originally was held.

The fair will also be moving from its established May date to June.

Countering the claims that ExCel was a sterile environment Carter pointed out that most fairs are held in not overly attractive surroundings.

However, he did concede that Olympia was a “better natural fit with the wine trade as it had more character”.

He also noted the greater amount of natural light at the venue.

He said that the changes to the venue and the fair’s focus, which he explained would be more focused on the UK trade, address more relevant issues in its seminar and tasting line-up and provide greater value for exhibitors and visitors, had been very well received by many who have dropped out of this year’s event.

“Many said they would strongly consider coming back next year,” he added.