Tips to make the most of the fair
Come with a sense of purpose: the fair has a strong emphasis on helping people increase profitability from wines and spirits. It's definitely not the place to come for a free drink.
l Pre-register: you can do this at the fair's website, www.londonwinefair.com. If you don't, make sure you take something that clearly identifies you as a member of the hospitality trade such as a letterhead, business card or staff ID.
l Have a plan: there's nothing worse than slogging aimlessly around for six or seven hours. On arrival, get a catalogue, have a coffee and take some time to identify some stands that are going to be of genuine value for you to visit. This could include wines you currently list or checking out potential new listings. If you have must-see people, make an appointment before the show.
l Don't be afraid to ask questions: everyone you ask will take you a step nearer to improving your pub's wine proposition. If you want to warm-up for a day of wine-oriented conversations, the Wine & Spirit Education Trust seminar on the first day, sponsored by the Morning Advertiser, is a good starting point.
l Spit don't swallow. Tasting dozens of wines a day can be an arduous task and won't be made any easier if you're actually drinking the stuff.
l Be proactive after the fair: if you've made useful contacts, take the initiative to follow them up. There will be reps with full diaries but if you show you're interested you can move up their list of priorities.
