Wines of Argentina, Wines of Chile and Wines of South Africa announced today that the tasting had exceeded visitor targets.
Over the two days 1,140 people attended, while the organisers had hoped to attract 1,000 visitors, which would have been an uplift of 43 per cent on what any one generic body would achieve alone.
In a joint statement the generics said: “The spirit of collaboration that brought this event to fruition and met the trade’s request for generics to work together will continue in 2014, with a series of seminars at Prowein, under the banner of The Beautiful South and a London event in September.
"We are in the process of researching with visitors and exhibitors to make the event even better in the future and we aim to attract more visitors from Europe next year, with specific campaigns in key markets.”
Forty per cent of attendees came from London and the event attracted 10% of its visitors from across Europe, while US and Canadian buyers also attended.
Visitors came from all sectors, covering independent merchants, wholesalers, mail order, multiple grocers and specialists.
Buyers from major UK retailers such as M&S, Morrisons, Tesco, the Co-operative Group, Waitrose, Sainsbury’s, Majestic, Oddbins and Wholefoods attended the event.
The 2014 event will run from September 10-11 September at Olympia Central, Level 2.