This section of the fair is dedicated to producers who do not have business partners in the UK. Curators, Judy Kendrick and Ana Sofia Oliveira, claim that 45% of last year’s 70 exhibitors from 19 countries, say that they have either found a business partner or ar negotiating with a potential partner.
For the second edition at LWF (May 3-5), Kendrick and Oliveira, hope to grow the number of exhibitors and to continue to attract the right profile of buyer to the area.
Kendrick said: “To be able to tell importers, agents or buyers that our exhibitors are 'ready-to-export' is key to our concept and we believe that it is what convinced so many of them to visit us in May this year.”
What are the criteria for participation:
a) Each producer has to apply to exhibit and is then selected on proof of product quality;
b) Prior to the fair, the producers receive a comprehensive practical document, The Road Map to Export, all about the UK market;
c) All exhibitors (more than 100 individuals in 2015) attend a seminar about the UK market. This year the seminar will be chaired by Robert Joseph with Roger Jones from the award-winning The Harrow at Little Bedwyn giving the on-trade perspective. An independent retailer and a major importer will also be part of the panel.
In 2016 Wines Unearthed will be situated on the balcony at Olympia opposite Esoterica. Kendrick says it is in a new more visible and easy to access position of the fair. The all-inclusive, low-cost concept allows new producers to exhibit at the UK’s largest wine fair and present their wines on their own branded 3sqm stand with logistical and marketing support included, she said.