Tradeshow Insight: London Wine Fair 2025

The 2025 edition of London Wine Fair (LWF) reinforced the show’s position as a cornerstone event for global wine and spirits professionals, welcoming some 442 exhibitors and more than 10,000 visitors for three days of networking, tasting and deal-making at the the Olympia Exhibition Centre in London.

Held from 19^th to 21^st May, LWF showcased wines, spirits and related products from 35 different countries, with UK firms having the largest presence, followed by Portugal, Greece, France and Italy. However, the fair particularly highlighted the increasing influence of alternative wine regions: Portugal’s presence doubled, with 44 wineries participating in the Wines Unearthed section,  offering a platform for lesser-known and boutique wineries looking to enter or expand in the UK market. Asian exhibitors also made a significant impact, with China’s representation more than tripling thanks to the presence of producers from regions such as Ningxia and Yunnan, while Japan expanded its pavilion by 50%, offering a diverse range of sake, shochu and wine. Organisers also pointed to a large new pavilion from the Republic of Macedonia and separately Kosovo, a more sizeable presence from Romania, and a bigger showing from Georgia and the Czech Republic.

A standout feature for 2025 was the introduction of Signature Serve, a dedicated space spotlighting premium spirits and mixers. Limited to 25 exhibitors, the initiative was described as a response to the growing crossover between wine and spirits, with a significant proportion of both on-trade and off-trade visitors to the show involved in spirits buying roles.

Elsewhere, the fair’s educational offerings were robust, with over 75 panel discussions, masterclasses, and tastings. The Judgement of London blind tasting drew parallels to the historic 1976 event, featuring top Bordeaux estates competing against New World wines, while sustainability and innovation panels explored eco-conscious winemaking, alternative packaging (like cans and kegs) and the steps needed to ‘future-proof’ the industry.

The Wine Buyers Awards was another returning feature, recognizing excellence across retail and on-trade wine buying and for the first time introducing a sustainability category, reflecting the industry’s growing environmental consciousness. This focus on sustainability was also evident out on the show floor, with many companies keen to underscore the efforts they were taking to lessen their environmental impact, such as through measures to conserve water or preserve soil health.

Embracing technological advancements, the fair integrated digital tools like Bottlebooks (an online exhibitor catalogue) to facilitate networking and information sharing. Meanwhile the Hosted Buyer Programme and concierge services streamlined connections between exhibitors and leading buyers, in an effort to enhance the event’s efficiency and effectiveness.

Looking ahead, plans for the 2026  edition of LWF reportedly include doubling the area devoted to Signature Serve, and, in tandem, the launch of a Spirits Buyer Awards, as well as a higher profile for UK winemakers.