London Wine Fair sees gains but calls for more UK presence

Visitor numbers and exhibitor figures rose at this year’s London Wine Fair, but organisers say domestic representation still lags. English wine producers are set to take centre stage in 2026, with a record presence already confirmed. London Wine Fair 2025 concluded with notable gains across key metrics. Total visitor numbers reached 9,741, a 5% increase on 2024, while exhibitor figures rose by 10% to 445. Floor space uptake also grew by 20%. However, the fair’s organisers remain focused not only on expansion, but on redressing what they see as an imbalance in domestic participation. “We would love to see a really meaningful presence from English and Welsh wines in 2026,” Hannah Tovey, head of London Wine Fair, told db. “London Wine Fair should be a showcase for our own wines, which would also attract a wider international audience.”

Quality of engagement takes precedence

The fair reported that 48% of visitors used its online meeting scheduler, the Essential Planner, to arrange appointments ahead of time. This figure was held up as evidence of stronger engagement, alongside a visitor-to-exhibitor ratio of 22:1. Tovey said that this is “around four times that of the fair’s larger competitors” such as ProWein and Wine Paris. While these comparisons suggest a competitive edge in visitor quality, the fair’s positioning remains somewhat distinct, both geographically and in calendar timing. Tovey added: “Some companies will start to do either [ProWein or Wine Paris] as well as London Wine Fair, taking advantage of the UK market and a later date in the calendar.”

Spirits gain ground, but wine remains the headline act

One of the more visible developments this year was the expansion into spirits. A new feature area, Signature Serve, was introduced in response to what organisers describe as a growing overlap in wine and spirits buying. Plans are already underway to double the area for 2026, and to launch a Spirits Buyer Awards, alongside the existing wine-focused scheme. Despite these moves, a rebrand is not imminent. “There are no plans for a name change as yet,” said Tovey, “but never say never.”

Content remains a differentiator

Over 80 sessions took place during the three-day fair, spanning regulatory topics, sustainability, AI and more. Two new theatres were added to meet demand, bringing the total to eight. According to organisers, 95% of the sessions were at full capacity. Tovey described the content programme as “unrivalled, especially given the size of our show,” citing it as a defining feature of the fair. “We are absolutely passionate about and dedicated to supporting and future-proofing our industry,” she added.

English producers prepare for a larger stage

Looking to 2026, organisers say the most significant development will be the expanded presence of English wine. Defined Wine, the UK’s largest contract winery, has committed to a one-day Pop-Up tasting featuring approximately 35 producers from its portfolio. This more than doubles the previous high-water mark for English wine participation at the fair. Tovey described the move as part of a wider ambition: “We would love to showcase with pride the best of our own territory... and this will be a focus area for us in 2026.” While international exhibitors are expected to maintain a strong presence, with renewed interest from regions such as New Zealand and South Africa, the fair is also aiming to attract more producers from the Americas and Australia.

Returning exhibitors and signs of confidence

Organisers report the strongest rebooking rate since 2019. Several returning companies, including Rias Baixas, Champagne Jacquart, Marques Del Atrio and O’Donnell Moonshine, are expanding their presence for 2026. The latter will increase its stand size fivefold. The variety of exhibitors, from bulk wine specialists to alternative formats and low-intervention producers, continues to reflect the broadening scope of the fair.

The year ahead

London Wine Fair 2026 is scheduled for 18–20 May at Olympia. With more domestic producers set to exhibit, and an enlarged spirits focus, the fair seems to be in a state of transition as much as growth. Whether it can continue to balance its roles as both an international meeting point and a national showcase remains to be seen.