This year's London Wine will feature a preview day for the first time in the event's 40-year history.
Coined "Welcome Back Wednesday", the preview will take place on 28 April and has been designed specifically to prepare the on-trade for the full opening of the sector on 17 May, which is also the first day of the full fair.
Welcome Back Wednesday will be open to those exhibitors who are specifically looking to target the on-trade and are signed up to the main event at no extra charge.
The decision has been made in consultation with exhibitors and on-trade visitors. It is expected that around 20 companies will take part in the preview, with a focus on the major UK importers and small- to medium-sized on-trade suppliers.
Head of the London Wine Fair Hannah Tovey said: "The need for absolute flexibility has been paramount at every stage of working on the 2021 show. Balancing an event that will not only be viable but also a "must-attend", with every twist and turn the pandemic takes, has been a challenge, but one that we have totally embraced.
"Preparations for the May event and Welcome Back Wednesday are now well under way. Exhibitors are committing to the show daily, and we are compiling an unrivalled schedule of unmissable content, which will be announced over the coming weeks."
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