Stable Exhibitor Turnout with New International Participants from the US and Japan
LONDON – The London Wine Fair, held at Kensington Olympia this week, reported an 8% decline in visitor numbers compared to last year’s event. However, organizers noted a significant improvement in the quality of the audience, reflecting their focused investment in enhancing visitor engagement.
Visitor Statistics and Engagement
In 2024, the fair attracted 9,243 visitors, down from the previous year’s total. The visitor demographic remained largely consistent, with 31% from the on-trade sector and 22% from the off-trade sector, nearly mirroring 2023 figures. Despite the slight drop in overall attendance, the quality of the audience showed a marked increase. Notably, 41% of attendees utilized the fair’s ‘essential planner’ tool, a substantial rise from the 12% who engaged with it last year.
Exhibitors corroborated this sentiment, highlighting the improved audience quality. The fair boasted a visitor-to-exhibitor ratio of 23:1, significantly higher than that of its larger competitors, emphasizing the concentrated interest and engagement of attendees.
Exhibitor Presence and New Participants
Exhibitor numbers remained relatively stable compared to the previous year, with 401 companies participating, a slight decline from 417 in 2023. Notable exhibitors included Hatch Mansfield, Felix Solis, ABS, and Mentzendorff. The fair also saw the debut of New York Wines and a contingent from California, alongside Japan, which featured a country pavilion with a focus on saké for the first time.
Navigating Challenging Times
Hannah Tovey, head of the London Wine Fair, expressed satisfaction with the 2024 edition, particularly given the challenging trading conditions facing the industry. “We are extremely pleased with the 2024 edition of LWF, especially given the industry is experiencing some of the toughest trading conditions in recent memory,” Tovey stated. She highlighted the positive feedback from exhibitors and the dynamic atmosphere at the event, noting that business transactions were robust across various sectors, from national multiples to Michelin-star restaurants, regional wholesalers, and independent retailers.
Looking Ahead
Despite the successes, Tovey acknowledged the need to attract more leading UK agents back to the fair, a sentiment echoed by industry leaders. “This is something our industry leaders have vocalized too as essential in restoring the UK wine industry to robust health. We are already working hard to achieve this for 2025,” she added.
The London Wine Fair 2024 demonstrated that even in challenging times, strategic focus on quality engagement can yield positive results, setting a hopeful precedent for future editions.
