The London Wine Fair has announced today that it is partnering the team behind London Cocktail Week to launch London Wine Week: a seven day consumer event celebrating London’s restaurants, bars and wine merchants, which will run from 2-8 June 2014 to coincide with the trade only Wine Fair.
This inaugural consumer facing event will follow a similar model to London Cocktail Week. Throughout the week, 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 targeted 10,000 participants will wear London Wine Week wristbands, which will give them access to the special offers and memorable wine experiences taking place all over London. The festival has at its core the goal of driving consumers towards more premium wines they may not normally encounter as part of their typical drinking behaviour.
London Wine Week is inviting independent merchants and venues to sign up now; both Borough Wines and the D&D group are among those who have already confirmed involvement. Participation for outlets is free of charge, as long as they commit to a minimum level of activity that will deliver exceptional value for the consumer’s registration fee, and all will be encouraged to build on the festival feel with bespoke activities. All participating outlets will be included in the stylish and comprehensive London Wine Week guide book, and events, which can be free to attend or ticketed, will be listed on www.londonwineweek.com.
Participation packages are on offer to wine brands wanting to become part of the festival, and will give them the opportunity to host their own stand-alone events and offers. Partnering brands’ activities will be promoted on the website and through event literature, via the extensive PR and social media campaign and inclusion within the regular London Wine Week member newsletters throughout the year.
Ross Carter, show director of London Wine Fair, commented: “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’.”
4 December 2013 - Felicity Murray The Drinks Report, editor