Look and learn

The 24th London International Wine and Spirits Fair takes place this month. You're mistaken if you think it's not for you, writes Adam Withrington.

In two weeks we will see one of the biggest events in the drinks calendar - the 24th London International Wine and Spirits Fair (LIWSF) at ExCel in London's Docklands. There may be licensees out there who think this will mean nothing more than getting some wine connoisseurs into the same room to sniff, spit and debate the virtues of various tipples. "We'll stick to our house red and dry white," licensees might say. "Not an event for us".

They would be wrong.

If you have responsibility for buying wine for pubs, be you a freeholder, tenant or a buyer for a managed chain, it is one of the best opportunities of the year to meet winemakers and suppliers and perhaps to discover some new and exciting wines to really invigorate your wine list.

Going into the LIWSF for the first time can be a daunting experience, particularly if your wine knowledge isn't extensive. But a trip to Docklands between May 18 and 20 can be nothing but a help to your business.

Hew Dalrymple, marketing director at Scottish & Newcastle's wine and spirits arm Waverley, says licensees are often surprised at the benefit they get from the fair: "We often bring customers down to the fair and they are universally delighted with what they see."

So how do you make the most of the fair? The LIWSF is a massive event with over 1,200 exhibitors and it is possible you could spend a fruitless day wondering around Excel without getting what you want. Organisers and the wine industry have given The Publican their thoughts on the best ways to get the most out of a day at the fair.

• Forward planning​

Hew Dalrymple says: "The first time you go to the fair can be a mind-blowing experience. So I would recommend that you give yourself a whole day - it is not something that can be covered in two or three hours. There is no magic formula to it, you just need to be well-planned."

The LIWSF's website - www.londonwinefair.com - has a downloadable floor plan and you can also search for any exhibitors that might tickle your fancy.

Will Broadfoot, marketing director at Brintex, which organises the event, says a simple thing like studying the floor plan will pay dividends. "Get hold of a plan and just study it for 10 to 15 minutes and find some stands you might be interested in. There is no one section for licensees so you are going to have to think on your feet a little," he advises.

Focus on companies that have experience in supplying the pub trade​

Michael Saunders, managing director of wine distributor Bibendum, explains: "There are only about four to six companies that supply directly to the pub market so it is important you target those ones. Don't try and cover too many stands too quickly. If you go to the generic stands (like the stands that represent wines from individual countries) you will taste some fantastic wines, but you won't get much out of it. So go to a few stands, like Waverley, Matthew Clark and ourselves, and cover them well."

Use the experts​

Some of the top experts as well as the biggest distributors and producers in the wine and spirits field will be on show so use them.

Will Broadfoot says you should make the most of the rare opportunity for licensees to query the makers and distributors of wines and spirits. "It's an invaluable opportunity and there is nothing wrong with using these people as a sounding board for general questions about wine and spirits," he says.

"If nothing else, spending 10 minutes with the maker of a wine you already stock will leave you energised and fired up. It will leave you with greater knowledge and more enthusiasm for the product and this will inevitably transmit itself to your customers."

Bring relevant members of staff along​

Bring other members of your team along - perhaps an assistant manager or some senior barstaff, and if your pub has strong food-led sales it may be well worthwhile bringing your chef with you.

Things to look out for​

• On-trade section​

The seminars will take a look at general wine trends. One to look out for is "The on-trade industry speaks: findings from in-depth interviews with the key on-trade wine buyers" - a seminar given by Brian Howard from Wine Intelligence.

Other seminars, such as the 2002 McLaren Vale Shiraz Masterclass, will look at specific wine regions.

Register as an on-trade visitor online at www.londonwinefair.com or call Will Broadfoot at 020 7973 6401.

WSET stand​

The Wine and Spirit Education Trust (WSET) will have a stand at the Fair, offering snapshots of their various courses.

At 11am each day there will a selection of tastings from the WSET's level one foundation course, which is aimed at people with a limited knowledge of wines.

"We want to introduce people to the wines and also look at ways through which they can then transmit this knowledge to people when they are in the workplace," explains Karen Douglas, planning director at the WSET.

"The courses can really help improve the offer to customers as well as increase sales. We train licensees not only so they can improve their offer but also we do it in a way that will enable them to pass their knowledge on to their staff. We want it to be like a domino effect.

"We are also showcasing our spirits foundation with a gin talk at 12.30pm each day. We will go through different brands, like Bombay Sapphire, Beefeater and Gordon's and maybe a new one on the market. We'll compare them, look at the different varieties."

Spirits zone​

Organisers created this area to try and group some of the more specialised manufacturers together. Among new exhibitors this year are distillers G&J Greenall as well as vodka companies such as Russian Vodka House and Cristall Moscow Distiller.