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Brintex plays down hype over absent exhibitors
LIWF organiser Brintex has attempted to allay fears over the absence of several exhibitors at this year’s show.
So far New Zealand Winegrowers will not be present, as well as the likes of PLB, which announced recently that it would not be attending, Pernod Ricard and Percy Fox.
Exhibition director James Murray, stated: “These are tough economic times, and it’s no surprise that a handful of exhibitors have taken a break from the show for 2012. That said, this cycle happens every year, and just like previous editions of LIWF, there will be also be an influx of new exhibitors and producers for 2012, and that’s really important to visiting buyers.
“A good example of this is D&D Wines, who are back with their own stand after a break of three years.”
Comparisons with the growing success of ProWein, which gets bigger with each passing year, were branded “common” but Brintex countered by saying that it “firmly believes there’s room for more than one major event in the calendar”.
The organiser pointed out that, despite the omissions in the line-up, the likes of Wines of Lebanon and Turkey were returning with bigger stands – Turkey with a 40% increase – and other generics such as Argentina, Australia, California, Chile, France, Italy, Portugal and South Africa had all confirmed their presence.
Meanwhile, emerging markets such as Israel, the Ukraine and Brazil would also be in attendance, as would major importers such as Bibendum, Mentzendorff, JE Fells, Enotria, Cordoníu and Hatch Mansfield.
Marketing director Will Broadfoot added: “There are a handful of major buyers that travel to all the international trade fairs, London included, but to suggest that UK independent retailers, wholesalers, sommeliers and restaurateurs, bar owners and off licence buyers and staff are flying to Dusseldorf is plain wrong.
“Of course Prowein is ‘bigger’, I’m sure they have at least 50,000 wines to our 20,000 on offer, but we have a programme of accompanying seminars, events, press briefings, debates, masterclasses and tastings that are second to none. They play a big part in why so many buyers, from all over the world, still choose to visit LIWF and do business at the Fair.”
A preview of the LIWF will appear in the April issue of the drinks business.
Don’t believe the hype! Essentially, the wine world has become very challenging in the UK, especially in a commercial and business sesne. It is only natural that some companies may wish not to participate because their ROI will be better achieved within other markets. The growth of Prowein is a perfect example of this. People and markets generally migrate to locations where their businesses will develop and flourish. I find it very encouraging though that emerging wine regions and countries such as Brazil, Turkey and other parts of Eastern Europe/Middle East will have a greater presence at LIWF in 2012. I wish them best of luck. On the other hand, I completely agree that what LIWF does well are the masterclasses. They are very interesting and a far more effective way to engage with your loyal customers and consumers, especially when you already have a strong UK presence. In addition, it gives you an opportunity to make an impact with newer consumers/buyers and further develop your business. I am very much looking forward to attending once again this year.
Kind regards
Robert
Robert Giorgione
Founder of www.robertgiorgione.com and Roving Sommelier