The UK Trade Tasting is to be held in London for the first time in October 2023 following the success of the same format in the United States where it has been responsible for bringing a raft of new products and drinks ideas to the US market and across its three-tier system. Here we look at what is in store for the first UK event.
The United States Trade Tasting was first introduced in 2017 and has gone on to attract over 100 exhibitors and 2,000 visitors to its two-day show. The Beverage Trade Network, the drinks events, and the media business behind the show, now believe it is the right time to bring the show to the UK with its own event.
It is looking to work with drinks suppliers and brand owners both in the UK, and those around the world looking to break into the UK market, to create a highly focused event with limited room for 40 exhibitors that can between them present the best of the best to some of the most important buyers in the global drinks industry.
The Beverage Trade Network will be looking to highlight and work with producers that have done well in the London Competitions it runs from wine, spirits, and beer so that they can showcase and present their award-winning products at the UK Trade Tasting.
For it is one thing to have a product or brand that does well in a tasting, and wins a medal, it is quite another to capture the attention of a drinks buyer in the right business that is going to help introduce it to your target consumer.
Sid Patel, the founder of both the US and UK Trade Tastings events and managing director of the Beverage Trade Network, said: “We are so excited to be able to build on the success of the US Trade Tasting in recent years, to bring the show to the UK with a new opportunity and platform for drinks brands and producers to showcase their products to arguably some of the most influential drinks buyers in the world. We want to put on an event that makes it easier for them to find the products that are right for their businesses.”
He added: “The US event has been particularly successful in introducing new brands to the US market thanks to the highly focused approach we have taken to bring the right buyers and producers together.”
The Beverage Trade Network will be offering the same specialist service it provides in the US where producers and buyers can work with its team to set up personal one-to-one meetings with the companies and individuals they feel they are most likely to do business with.
“That’s what really makes our Trade Tastings concept work,” said Patel. “It helps the right buyers and producers cut to the chase and find the right partners to work with.”
The UK Trade Tasting will also offer busy buyers the added incentive of being run alongside the established International Bulk Wine & Spirits Show that is returning to the UK for the first time since 2019. An event with a strong track record of bringing bulk wine and spirits buyers together with a wide range of producers, bottlers, and brokers from around the world looking to see their products in one of the biggest bulk markets in the world.
The combined UK Trade Tasting and IBWSS shows will also give private label operators the chance to talk to buyers about potential new projects they can work on together that could go on to become award-winning brand launches in their own right.
Producers and brand owners taking part in the UK Trade Tasting will also be able to take advantage of the promotion and publicity opportunities that the Beverage Trade Network offers through its own media platforms, including a dedicated website for the show that will in the coming months feature exhibitor profiles and new product launches at the show. There will also be the chance to highlight and introduce new brands through its new B2B retail site, The Drinks Merchant, and hospitality site, The On-Trade as well as its consumer website the London Drinks Guide.