In a first for a multiple retailer, English and Welsh wine producers are being invited to visit one of the country’s largest retailers at the London International Wine Fair (LIWF) in a ‘Dragon’s Den’ opportunity, with 20 minutes allowed to pitch and obtain that all-important shelf space.
Tesco has announced it will be taking a stand at this year’s LIWF for the first time ever and are inviting visitors / exhibitors who would like to meet with the Tesco wine team to discuss possible new business or product innovations, to sign up for a meeting.
The Hertfordshire-based international retailer is aware that due to time pressures, suppliers and producers often find it hard to secure meetings with multiple retailers and want to use LIWF as an opportunity to break down these barriers and ensure open discussions are available to everyone. As well as looking forward to meeting with suppliers and tasting new products, the Tesco wine team is keen to encourage anyone who thinks they have a good idea to come and meet with them. Individuals from the buying, product development, technical and ‘Wine by the Case’ teams will all be present throughout the three-day event to provide a chance to have some one-to-one time with the UK’s largest retailer.

LIWF 2012

James Murray from LIWF organisers Brintex says: “We were thrilled when Tesco expressed an interest in participating in the 2012 LIWF. We feel that this is an exciting, innovative approach and are delighted to create such a valuable opportunity for the trade.”
The registration website for visitors attending the LIWF and who would like to book a meeting with Tesco can be found here. The site is live from Thursday April 26 and will close for registrations at 5.00pm on Friday May 18.
The registration process will require information on what is to be discussed and the wine/s being shown if relevant, with a maximum of two wines per company.

The types of meetings can be categorised as follows:
• Product tasting
• New product presentation (though no product to taste)
• Business discussion (purpose of meeting to be specified at registration)
• Any other business

Visitors will only have the opportunity to meet with Tesco once during the LIWF and the meetings will be allocated on a first come first served basis. When all the meeting times are filled the registration site will be closed.