The View Tastings is a new feature for the 2015 show and access will be limited to visitors with proven credentials in buying fine wine.
Companies that have signed up to date include Alliance, Antinori, Astrum, Flint, Hatch Mansfield, Lea & Sandeman, Louis Latour Agencies, Penfolds and Sogrape UK.
The cordoned-off, secure area will be restricted to 20-30 companies, with a tabletop format, and each company can pour up to 12 wines per table.
Show director Ross Carter said: “The fair’s scale has put off some of this sector from exhibiting in the past, which is understandable when their target customer is relatively niche.
“The View Tastings will allow fine wine exhibitors to put their high end wines exclusively in front of decision makers from top merchants and restaurants from around the UK and internationally, in a secluded area, while benefitting from being part of the UK’s largest drinks trade event.
Louise Ellett, marketing manager at Astrum Cellars, said: “For their exquisite quality and sheer worth, fine wines deserve to be set apart from all other products exhibited at the fair and a certain environment needs to be created to encourage visitors to take more time over tasting them.
“We thought the View Tastings provided the perfect environment in order to do so, with its specific design and layout.
“Fine wines will naturally attract a certain type of visitor and lend themselves to a different type of wine trade, so it’s highly beneficial that visitors and exhibitors alike can distinguish between the two areas. It adds yet another excellent element to the London Wine Fair which helps in placing this annual event at very forefront of the UK wine scene.”
Fine wine storage specialists Octavian sponsor the View Tastings. The area will be in the Grand Hall at London’s Olympia and the cost per table is £1,500 plus VAT.
Rebecca Fraser, marketing manager at Louis Latour Agencies, said: “We are great supporters of the London Wine Fair and are happy to be involved in The View Tastings, a new feature where we will have the opportunity to show some of Louis Latour Agencies top wines, which include Domaine Louis Latour, Craggy Range and Wakefield, in a tasting environment away from the main hustle and bustle of the fair. We look forward to seeing how this new show feature will be received by the visitors.”
Luca Soldo, brand ambassador for Antinori, added: “It will be a great opportunity to showcase some of the Tuscan classics that have made the Antinori name famous worldwide and the new hidden gems from Piedmont and Puglia which represent the future of the family. The UK market is key for Antinori and the London Wine Fair is, without doubt, the perfect occasion to meet and greet the right buyers from all over the country.”
Matt Douglas, managing director at Sogrape UK: “In addition to our main stand with all of our key brands such as Mateus, Sandeman and Mouton Cadet, we are excited to have the opportunity to show a selection of our limited edition boutique wines in the new fine wine area, including the multi-award winning LAN a Mano from Spain, Portugal's Casa Ferririnha, house of the iconic Barca Velha, Single Vineyard Sancerre from the region’s famous Domaine Vacheron, and Parcela 26 named after a unique one hectare plot at 1,100 metres above sea level on Finca Flichman’s Tupangato vineyard.”