Accolade opts out of London Wine Fair

Leading New World wine producer Accolade, which counts brands like Hardys and Echo Falls as part of its portfolio, has chosen not to take part in the London Wine Fair this year.

Announcing the “difficult decision” not to attend, Amy White, Accolade’s marketing director, told db the company is instead “significantly increasing [its] commitment to consumer tastings and experiential marketing across the core branded portfolio.”

“We believe that this direct communication with our consumer is paramount to the continued success of our brands in the UK,” said White.

There have been industry rumours that several big producers could pull out of attending LWF 2015, with the growth of ProWein and it being a Vinexpo Bordeaux year this year having a contributing influence. However, there is no suggestion that this is the case with Accolade.

Continuing, White said, “Accolade exhibited at ProWein this month and will be exhibiting at Cape Wine later this year and will also be present at a number of other trade tastings to ensure we continue to engage with our customer base and all our routes to market at every level.”

Ross Carter, show director for the London Wine Fair, told db, “Whilst it is inevitable that not everyone exhibits every single year, and that has been the case over the show’s 35 year history, what we can say is that for 2015 we have over 40 new and returning exhibitors to the London Wine Fair and that, for us, is a massive positive as it just underlines the sheer diversity of the show.”