London Wine Fair

What London Wine Fair does

London Wine Fair is a UK B2B trade exhibition for the wine, spirits, and craft drinks industry, owned and operated by Vindustrious Ltd since a November 2025 management buyout by Event Director Hannah Tovey. The annual event is held at Olympia, London (next edition 17–19 May 2027), hosting 475 exhibitors and 10,539 visitors in 2026, with a 22:1 visitor-to-exhibitor ratio that the company states is more than double that of international competitors. The 45-year-old event has been extended with co-located shows Signature Serve (premium spirits, debuted 2025) and BREW//LDN (craft beer and cider, debuted 2026), and is structured around zoned floors including Esoterica, UK Producers Pavilion, Mindful Drinking Experience, and Wines Unearthed.

The supporting technology stack is the Essential Planner platform (a pre-event matchmaking and meeting-scheduling tool) integrated with Bottlebooks for wine data, plus a London Wine Fair mobile app for badge collection, meeting management, and exhibitor browsing. Content assets include the LWF Times newsletter, the Drinks Buyers Awards programme (formerly Wine Buyers Awards, now covering wine, spirits, and no/low alcohol), and Icon Tasting prestige events (Judgement of London, Battle of the Bubbles, Greatest Chardonnay Showdown).

Revenue is generated primarily from exhibitor booth and floor-space sales (475 exhibitors in 2026 with 13% YoY floor-space growth), three-day visitor tickets at £49.50, single-day tickets at £32.50, group tickets at £247.50, sponsorship and branded national pavilions (Japan Pavilion, UK Producers Pavilion, Wines of South Africa), media partnerships (Decanter, The Wine Merchant), and subscription products such as the LWF Times newsletter. Visitor admission has been charged since 2022, with complimentary entry for VIPs, accredited media, Masters of Wine, and Master Sommeliers. International exhibitor recruitment is run through a network of agents in Italy, Portugal/Spain/South America, France, South Africa, Greece/Cyprus, and Ukraine/Eastern Europe.

Name

London Wine Fair

Legal name

Vindustrious Ltd

Website

https://londonwinefair.com

Company type

Private

Founded year

1982

Operating status

Operating

Headcount range

11–50 employees

Short description

London Wine Fair is a UK B2B trade exhibition for the wine, spirits, and craft drinks industry, held annually at Olympia London. It connects 475 exhibitors with 10,539 verified trade buyers through its core event, co-located shows Signature Serve and BREW//LDN, and the Essential Planner matchmaking platform.

Ownership category

akta.pro rank

Product category

B2B Trade Exhibition Services

akta.pro primary industry

Industry-Specific B2B Trade Show Organizers (THAHABAB)

Keywords

• Wine trade fair
• Drinks trade exhibition
• B2B trade events
• Trade exhibition services
• Wine industry networking

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Visitor Ticket Sales: Revenue generated from trade visitor admissions. Three-day tickets priced at £49.50, single-day tickets at £32.50, group tickets at £247.50 for groups of 6. VIPs, accredited media, Masters of Wine, and Master Sommeliers receive complimentary admission.
2. Exhibitor Booth/Space Sales: Exhibitors pay for exhibition space. 475 exhibitors participated in 2026, with floor space up 13%. Various booth sizes and locations available.
3. Sponsorship and Partnerships: Sponsorship packages, branded pavilions (Japan Pavilion, UK Producers Pavilion), and partnership opportunities with media partners and event sponsors.
4. Digital Products and Newsletter Subscriptions: London Wine Fair Times subscription newsletter and digital platform access for exhibitors and visitors.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

London Wine Fair organises and runs an annual B2B trade exhibition at Olympia London where 450+ wine, spirits, beer and cider producers, importers and agents meet 10,000+ verified trade buyers from retail, hospitality, wholesale and on-trade channels. It sells exhibition space, sponsorships, hosted buyer placements and supporting digital services (platform, mobile app, awards, masterclasses) to the drinks trade.

Product overview

London Wine Fair operates as a multi-day B2B trade exhibition for the drinks industry, combining its core London Wine Fair exhibition with co-located events Signature Serve (spirits) and BREW//LDN (craft beer and cider). The event is supported by the LWF Essential Planner platform for meeting scheduling and networking, the London Wine Fair App for mobile access, and the Drinks Buyers Awards programme. Additional offerings include the London Wine Fair Times publication, Icon Tasting prestige events, and masterclasses. The event takes place at Olympia, London, with 450+ exhibitors across specialised zones including Esoterica, UK Producers Pavilion, Mindful Drinking Experience, and Wines Unearthed.

Differentiator

Problem solved

Functional benefit

Brands

• Signature Serve: Premium spirits destination at London Wine Fair featuring dedicated theatre space for emerging trends and techniques in spirits and mixers
• BREW//LDN
• Drinks Buyers Awards
• LWF Essential Planner

Products and services

• London Wine Fair (annual exhibition) Annual B2B trade exhibition at Olympia London where 450+ wine producers and importers meet 10,000+ verified trade buyers from UK retail, hospitality, wholesale and on-trade channels. Sold to producers (stand space) and accessed by trade buyers via paid or complimentary trade credentials.
• Signature Serve Spirits-focused co-located event running inside the London Wine Fair, designed to bring together spirits brands and on-trade spirits buyers (bartenders, mixologists, bar owners, restaurant operators). Sold to spirits producers as a dedicated showcase within the show.
• BREW//LDN Co-located event dedicated to craft beer and cider, running alongside London Wine Fair for brewers, cider makers and associated trade buyers (pubs, taprooms, specialist retailers). Sold to craft beer and cider producers as a dedicated showcase within the show.
• LWF Essential Planner Online networking and appointment-scheduling platform for trade buyers and exhibitors participating in London Wine Fair, enabling pre-show meeting booking, exhibitor discovery and on-site scheduling. Provided as part of the fair's buyer and exhibitor services.
• London Wine Fair Mobile App Official mobile app for London Wine Fair providing exhibitor listings, event schedule, navigation and product information to trade visitors during the show.
• Drinks Buyers Awards Annual drinks industry awards programme run in association with London Wine Fair, recognising producers, importers and agencies voted on by trade buyers. Entries are paid; ceremony runs during the fair.
• Icon Tasting events Curated tasting sessions at London Wine Fair bringing producers and senior trade buyers together around themed formats (regions, varietals, categories). Sold as ticketed experiences within the show programme.
• Masterclasses and Industry Briefings Paid and ticketed educational programme at London Wine Fair covering category trends, regional updates and producer-led masterclasses, delivered alongside the main exhibition.

Quantifiable outcome

• 10,539 visitors in 2026 (up 8.2%), exceeding 10,000 threshold for first time in 6 years
• +3 more outcomes

Named customers17 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• BREW//LDNcoreStrategic or Co-development Partner · 17 February 2026Partnership brings first dedicated craft beer and cider space to London Wine Fair in its 45-year history. The 2026 line-up included ABK Beer, Arbor Ales, Attic Brew Co, Big Hug Brewing, Chance Cider, Cold Town Beer, Freedom Brewery, GoodH Brewing Co, Lonkero, Lost in Town Brewery, Napton Cidery, Red Fin Cider, Seven Bro7hers Brewery, Showerings Cider, Tap Social, and Twice Brewed Brewhouse.
• The Burnt Chef ProjectminorStrategic or Co-development Partner · 6 May 2025Not-for-profit social enterprise dedicated to supporting mental health in hospitality partnered with Canned Wine Group to host first-ever 'Burnt Brunch' at London Wine Fair.
• Signature ServecoreStrategic or Co-development PartnerSignature Serve is a co-located Premium Spirits Destination at London Wine Fair. Following successful debut in 2025, it returns in 2027 with expanded event featuring dedicated theatre space for spirits trends and techniques. The partnership unites wine and spirits under one roof.
• Impact FocuscoreStrategic or Co-development PartnerOfficial Sustainability Partner of the London Wine Fair. Rosie Davenport, Co-Founder of Impact Focus, provides sustainability expertise and Q&A content for the LWF Times on topics including sustainability communications and commercial advantages.
• DecanterminorGTM or Marketing PartnerMedia partner offering exclusive trade access to Decanter Fine Wine Encounter London for LWF visitors. Decanter provides exclusive offers for LWF subscribers.
• The Wine MerchantminorGTM or Marketing PartnerMedia partner providing findings from their annual readers survey featured in LWF Times.
• The Old Vine ConferenceminorStrategic or Co-development PartnerPartnership with The Old Vine Conference (non-profit founded 2021) for old vine wine education and advocacy. Includes Old Vine Week events and tastings.
• Canned Wine GroupminorStrategic or Co-development Partner3-year campaign partnership with Canned Wine Group to Shape the Future of Wine. The Group exhibits both Canned Wine Co. flagship brand and The Copper Crew organic wines.
• Japan Pavilion / National Tax Agency of JapanminorGTM or Marketing PartnerNational pavilion showcasing Japanese alcoholic beverages including sake, shochu, whisky, gin, and liqueurs. 10 co-exhibitors featured in 2026.
• Wines of South AfricaminorGTM or Marketing PartnerQuarter of South African wine exports come to the UK. Wines of South Africa pop-up at LWF is always busy with influential press, importers, sommeliers and retail buyers.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• International Wine & Spirit Competition (IWSC): UK-based global wine and spirits competition and events operator. Overlaps with London Wine Fair in target audience (producers, importers, UK trade) and event/awards format, but focuses on judged competitions and tastings rather than large-scale trade exhibition floor sales.
• TFWA World Exhibition & Conference (Tax Free World Association): Major global travel-retail and duty-free industry exhibition featuring premium wines and spirits as a key category. Comparable as a large B2B drinks exhibition serving an international buyer base, though focused on duty-free/travel retail rather than the domestic UK trade.
• Decanter World Wine Awards / Decanter Fine Wine Encounter: Long-established wine media and competition brand (Decanter) that operates both a flagship wine awards programme and consumer/trade tasting events. Comparable as a wine trade authority and event operator in the same UK buyer demographic, though with a media-led rather than exhibition-led business model.

Others

• Quality Food & Drinks Awards (Vindustrious): Sibling awards programme owned by LWF's parent company Vindustrious. Operates an adjacent B2B drinks/food awards format and shares back-office and customer relationships with London Wine Fair — a useful comparable for cross-property monetisation rather than a direct exhibition competitor.
• Bottlebooks: Digital wine data and listing platform that already integrates with London Wine Fair's Essential Planner. Not a competing exhibition but the closest digital infrastructure peer; relevant because LWF's adoption signals the broader shift of trade show data flows onto platforms like Bottlebooks, which could either complement or disintermediate traditional exhibitions over time.

Direct peers

• ProWein: The world's largest wine and spirits trade fair held annually in Düsseldorf, Germany. Directly comparable to London Wine Fair as a flagship B2B drinks exhibition serving producers, importers, and trade buyers, and a primary competitive benchmark for booth rates and visitor scale.
• VINISUD / VINISUD-Asia: Mediterranean and southern hemisphere wine trade exhibition (historically Montpellier, expanding into Asian editions). Directly comparable as a B2B wine trade show targeting producers and trade buyers, competing for exhibitor marketing budgets alongside LWF.
• Vinitaly: Major Italian wine trade exhibition held in Verona, drawing international producers and buyers. Comparable as a large-scale, country-anchored wine B2B event competing for the same pool of European producers and UK/European trade buyers.
• Vinexpo Paris / Wine Paris: Major international wine and spirits exhibition in Paris, co-owned by Vinexposium. Direct competitor for international exhibitor spend and trade buyer attention, with overlapping product categories (wine and spirits) and similar target audience of importers, distributors, and on/off-trade buyers.

Regional players

• Hong Kong International Wine & Spirits Fair: HKTDC-organised wine and spirits trade fair serving the Asia-Pacific market. Comparable B2B trade exhibition model but primarily serving APAC buyers rather than the UK trade, making it a regional peer rather than a direct competitor for London Wine Fair's UK-centric audience.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/londonwinefair

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about London Wine Fair