Tesco aims to break down barriers between its buyers and suppliers and producers, and “ensure open discussions are available to everyone”.
BWS head Dan Jago said: “The entire Tesco wine team will be present at this year’s LIWF and we very much hope the opportunity will result in us hearing from people we might not normally have the opportunity to meet with. We are looking forward to tasting new wines, seeing some potential category innovations and hearing from visitors who would like some time for discussion with members of the wine team.
“This is the first time Tesco, or any multiple retailer, has taken a stand at the LIWF and we hope that by opening the opportunity for meetings in this way, it will prove to be the best possible use of our time.”
James Murray, of fair organiser Brintex, said “We were thrilled when Tesco expressed an interest in participating in the 2012 LIWF. We feel that this is an exciting, innovative approach and are delighted to create such a valuable opportunity for the trade.”
Suppliers and producers who want to meet the Tesco team must register at the website cubecom.co.uk/content/tesco-london-international-wine-fair before 5pm on May 18.
They can arrange meetings to taste products, present new products without offering them to taste, have a business discussion specified at registration, or for any other business.
Meetings will last 20 minutes and will be arranged on a first come, first served basis.