Esoterica is curated by Judy Kendrick, of JK Marketing, and allows smaller producers to avoid the cost of a full stand by joining forces in an area featuring rows of tasting tables.
Four-fifths of exhibitors present last year have signed up already for the 2015 show, including Croatian Fine Wine, Eclectic Wines and Yapp Brothers.
There will be a maximum of 80 tables within the area and exhibitors must have fewer than give employees, ship from small producers and supply niche products.
Ross Carter, show director, said: “Feedback from those who exhibited in Esoterica last year was extremely positive, which is reflected in the high percentage of re-bookings.
“Additionally, larger companies who were exhibiting elsewhere in the show also reported seeing significantly more independent retailers and sommeliers visiting their stand.
“As a result of features like Esoterica and tailored incentives, including subsidised travel, accommodation and lunches for key buyers from independent retail and sommeliers, we saw significant increases in visitors from these sectors, which we are looking to build on for next year.”
Exhibitors at Esoterica pay £950 per table, which can feature no more than 14 wines. They can take out a maximum of two tables.
Mark Roberts, managing director at Croatian Fine Wines, said: “We attended the Landon Wine Fair in 2014 and grabbed a lot of attention in the Esoterica section. With the increase in our portfolio, we had no hesitation in signing up for 2015, and are keen to make a lasting impression again.
“We are starting to forge into the trade market with our Croatian wines, and the Esoterica section is a perfect fit for our niche offering.”
Miguel Leal, managing director at Casa Leal, which specialises in premium Portuguese wines and will be exhibiting within Esoterica in 2015, added: “I can only say that last year's LWF was one of the best fairs in which I have participated. There was a really buzzy atmosphere throughout the three days and I had a wide range of visitors from across the wine sector.
“On-trade and independent sectors looking for niche specialists like Casa Leal were my most visited wine buyers and included people from Vinoteca wine bars, Dalling & Co and Good Taste Food & Drink.”