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London Wine Fair 2021 to go ahead in fully digital format

The London Wine Fair 2021 is to go ahead virtually in May, its organisers have announced.

The event, which had been set to take place in a hybrid digital and physical format, was moved completely online following consultation with exhibitors, the venue - London's Olympia - and the Association of Event Organisers in light of on-going uncertainty around Covid-19.

Set to take place from 17 to 19 May, the event will be the first live trade tasting event of its scale in the UK for 14 months and organisers hope to offer a 'pioneering' experience to ticket holders. 

Exhibitors will have virtual stands featuring imagery, tasting notes, videos and virtual winery tours, as well as the opportunity for visitors to book one-to-one meetings. London Wine Fair organisers are confident that many exhibitors who signed up for 2020 will participate in the 2021 show.

The virtual layout of the show is intended to replicate the live event with "rooms" hosting industry briefings, seminars and masterclasses covering topics including Brexit, climate change and recovery strategies for the on-trade.

Tickets for the fair will cost £20 and will give access to all three days of content, as well as three months of exhibitor lists and sample request opportunities.

"While the 2021 show is not the live event we all hoped could happen, we are extremely confident that we can deliver a fair which will be an essential forum for the drinks industry," said Hannah Tovey, head of London Wine Fair.

"Since we already had to postpone the 2020 show, we have had contingency plans in place for 2021, so that the entire event could switch from a hybrid one or to fully digital as necessary, and we have had to keep an open mind on this.

"We are already turning our thoughts towards the 2022 event, which we fully expect to be 'business as usual', hosted at Olympia and within our regular mid-May dates. We expect there may be several elements of the 2021 digital show which will only enhance the live 2022 edition and will be looking to incorporate these where they can add value."

For more information on the 2021 London Wine Fair go to

21 January 2021 - Bethany Whymark