Exhibition Stand Builder for the London Wine Fair
The London Wine Fair runs 17–19 May 2027 at Olympia London, with the organiser expecting more than 10,000 drinks-trade professionals and 450+ exhibitors across Grand Hall zones that include Wines Unearthed and the returning Signature Serve spirits showcase. We design and build exhibition stands for tasting-led exhibitors at Olympia, in custom wooden construction or on our DUM FLEX™ frame, with the tasting counter, bottle storage and chiller space planned in from the first drawing. On that same show floor we have built a 450 m² national pavilion for 55 companies, at London Tech Week.
Get a quote →A fast-growing drinks fair, now under new ownership
The London Wine Fair changed hands in October 2025, moving from Hemming Group to Vindustrious, and the event it inherited was already growing: 2026 drew 10,539 trade visitors, up 8.2% on the year before, and 475 exhibitors, up 9%, with the exhibition floor itself 13% larger.
What a 2027 exhibitor walks into
The organiser's own figures for 2027 point to 10,000+ drinks-trade professionals and 450+ exhibitors at Olympia London, split across named zones: Esoterica, Mindful Drinking, the UK Producers Pavilion, Wines Unearthed, and Signature Serve, the spirits showcase returning for 2027. Buyers from Sainsbury's, Waitrose, Majestic, Selfridges and Soho House are named by the organiser among the trade audience the show pulls in. Source: londonwinefair.com.
Growth under a new organiser changes the brief
A fair that is adding floor space and launching a dedicated spirits showcase is not a fixed quantity you design against once and repeat. We treat the stand as a two- or three-year asset: a frame and a graphics system built to be rebranded and resized as the hall grows around it, rather than a one-off built for a single edition's footprint.
A tasting stand is a service counter first, a backdrop second
Most exhibition stands are judged on how they look from the aisle. A stand built for pouring samples is judged on how fast it serves a queue without a bottle ever running out of reach.
The counter is the design brief
Pour height, run length and the gap between the person serving and the person tasting decide whether a 6–12 m² plot can serve a steady flow of visitors or jams up within the first hour. We lay the counter out before the graphics: back-bar storage within arm's reach, a spittoon and waste run that does not cross the service path, and under-counter chiller space sized to the number of bottles you actually plan to open that day.
Finishes that take spills, not just light
Carpet, cabinet fronts and worktop edges on a tasting stand take wine, ice-melt and constant hand contact in a way a product-demo stand never does. We specify sealed, wipeable surfaces and water-based finishes throughout, in custom wooden construction or on the DUM FLEX™ frame, so the stand still looks new on day three.
Pavilions and collective stands, one structure for many producers
The UK Producers Pavilion and the fair's other regional groupings put several producers under one shared structure with individual tasting counters. Building that is a different discipline from a single-brand stand.
One drawing set, several tasting bays
A collective stand needs a shared identity that still gives each producer their own counter, storage and sightline, on a single footprint and a single build programme. It is the same problem we solved at a much larger scale for the 450 m² national pavilion we built at London Tech Week, on this same Olympia floor: 55 companies sharing one DUM FLEX™ frame, one graphic language, and individually bookable space within it.
Organiser-run stand schemes
Some exhibitors at London Wine Fair take a stand through an organiser-arranged package rather than a space-only plot. We also fit out within those shells, carrying your branding and counter layout into whatever structure the scheme provides.
Our client list already sits next to this trade
Hotel groups and tour operators, the brands we build for most often, sell into the same buyers this fair exists for: the people who decide what goes on a wine list, a drinks menu or a guest amenity.
Hospitality stands, a different format, the same audience
Regnum Hotels at WTM London and ANEX Tour's multi-brand stand, also at WTM, are open-lobby formats built to host a buyer conversation rather than a product demo: a welcoming front, somewhere to sit, somewhere to serve.
The same instinct, pointed at pouring
An open-lobby stand and a tasting counter solve the same problem from different angles: both need a front that invites someone in off the aisle, and somewhere for the conversation to continue once they are standing at it. We carry that instinct over, built around the counter, the pour and the glass in hand rather than a seating area.
Exhibiting at the London Wine Fair from abroad
The fair's buyer and exhibitor base reaches well beyond the UK, and a stand at Olympia is often a producer's first in this market.
Brief and design run remotely, on calls scheduled around your hours, with 3D visuals before you commit to a layout. Production runs in our own workshop; our project manager and crew handle delivery, build and breakdown at Olympia. You arrive, taste the samples, and the counter is already stocked and chilled.
Talk to us about London Wine Fair →Exhibiting at the London Wine Fair: the questions we get asked
When and where is the London Wine Fair?
17–19 May 2027 at Olympia London. The fair is now organised by Vindustrious, following a change of ownership from Hemming Group in October 2025; dates and the floor plan for each edition are published by the organiser on londonwinefair.com.
What is the London Wine Fair?
It is the UK's largest drinks trade fair, held at Olympia London. The organiser's 2026 edition drew 10,539 trade visitors and 475 exhibitors across zones including Esoterica, Mindful Drinking, the UK Producers Pavilion and Wines Unearthed, with a spirits showcase, Signature Serve, returning for 2027.
What stand size works best for a tasting exhibitor?
Most tasting bays run 6–12 m² and perform on counter layout, not footprint: pour height, back-bar reach and a waste run that does not cross the service path matter more than extra floor space. We design the counter first and size the stand around it.
Can several producers share one stand at the fair?
Yes. The UK Producers Pavilion and the fair's other regional groupings put multiple producers under one shared structure with individual tasting counters. We build that as one drawing set and one programme, each producer's bay kept distinct within it.
How early should we appoint a stand builder for London Wine Fair?
As soon as your plot is confirmed. A tasting stand has more services to plan in, such as chiller power and water for a wash-down point, than a typical display stand, so the drawings benefit from an early start even on a small footprint.