Next year’s event will take place at Olympia on June 2-4, two weeks later than 2013, because Brintex was unable to secure the same slot it held at its former Excel home. But event director Ross Carter told OLN it plans to return to May for 2016, although that date could change.
Hes aid: “Whilst we are currently looking at an end of May date in 2016, that could change to another time of year altogether.
“Some exhibitors and visitors have expressed a preference for a pre-duty event, others have specified September as a time of year where they are picking up new accounts. Whilst there is no active intention to change the date, we feel it’s important to consider all options, if only to future proof the event.”
But some existing exhibitors who spoke to OLN urged Brintex to move it to autumn or winter.
A leading supplier said: “The May timing of the London show was fine before Prowein got so big. Now, by the time we exhibit at London, buyers have seen our new vintages and we’ve done the deals we need.
“When Vinexpo happens, LWF finds itself wedged between two key shows, which puts it under even more pressure. Ultimately, the suitability of a show’s timing needs to be decided by the trade based on how relevant it is for them, not by when any event hoping to attract them to exhibit can book avenue.”
The development comes as Prowein said it has sold out for 2014 and will relocate to new premises in 2015 to create 25% more space.
Executive director Michael Degen said 8% of the international visitors came from the UK this year, with the total number of British attendees up 192% on 2012.
He said: “I believe the London Wine Fair becoming smaller has been good for us because it has meant new buyers from Britain are coming to Prowein.
“New World countries and producers saying they are not going to the LWF because they have changed their strategy has been crucial for Prowein.”
Meanwhile, the generic wine bodies behind last week’s Beautiful South tasting have confirmed it will return next year with a series of improvements.
The joint event hosted by Wines of South Africa, Wines of Chile and Wines of Argentina at London’s Olympia exceeded their expectations by attracting 1,140 visitors, of which 135 were independents. The group will repeat the collaboration again but told OLN they had identified a number of changes for next year, including a different lay out to “make it easier for people who want to focus on just one country and make the individual countries more obvious”.