It describes the consumer event as “a unique seven-day celebration of London’s restaurants, bars and wine merchants”.
It is targeting 10,000 drinkers, who will wear wristbands giving them access to tastings and other events at off-licences and wine merchants across the capital.
Borough Wines and D&D have signed up and Brintex urged fellow independents to join them.
The London Wine Fair runs from June 2-4, while London Wine Week will also start on June 2 and run until June 8.
It aims to offer “brand and outlet-led wine experiences will be bringing fun and socialising, education and innovation to wine lovers across the capital, a step away from the traditional room of tablecloths and spittoons”.
The organisers will create London Wine Week guidebook and has created a website, www.londonwineweek.com.
Ross Carter, show director of London Wine Fair said: “It’s exciting to be working with the team from diffordsguide to create an event that will have a direct impact on the consumer.
“London Wine Week is about taking a fun and engaging approach to tasting and drinking wine and we believe that a central London trade event supported by a consumer-facing festival, is a great way for the trade to make the most of a week when winemakers from all over the world descend on the city.
“It will provide an opportunity for restaurants and retailers to attract new customers and for producers and the trade to promote the all-important message of ‘drink better, not more’.”