LIWF has steadily increased in visitors (peaking in 2008) since moving to ExCeL – 2011 was the third busiest in the show’s 32 year history. Olympia never had more than 11,000 visitors…

Prowein is of course larger (50,000+ wines compared to our mere 20,000!) but they also have a national producing industry to draw upon with 10s of thousands of employees to swell the numbers. We don’t grow hugely in numbers due to an ever decreasing national market place (fewer pubs, importers, retailers etc) but in terms of events, LIWF is still widely regarded as one of the UK’s major trade shows. 14,000 trade (not many of whom are involved in production) is still pretty sizeable.

You’re correct about the German infrastructure being good – Prowein is state owned so it’s easy to join up the transport dots and provide free travel; not possible if you’re a small business like we are, but despite that we don’t charge visitors to attend and the catalogue is free too.

I guess the most important point though is that the audiences are so different. UK hoteliers, sommeliers, retailers, wholesalers, pretty much 90% of those selling and serving in GB are not going to Prowein. Internationally we have a strong following from other non-producing countries (Scandinavia in particular) and the US – who very much prefer London as a place to do business.

Naturally some major importers and buyers visit all the trade fairs, LIWF included, but we believe that the host of other events taking place in London around the Fair are second to none, and add real value to all involved.

Either the UK trade makes the most of having a world-class wine event of its own, or we all fly to Germany every year to talk business. I hope I know which most would prefer.

Best

Will B (LIWF organiser 14 years)

http://forlots.blogspot.com/