(Photo caption, opening photo: Kukla Beverage Logistics team at this year’s wine fair, from L to R: John Hay, Commercial Manager; Chris Porter, Marketing Collaborator; Martin Jacobs, KCD Director; Lynda Simms, Commercial Director; and Chris Pryke, Operations Director)
May brings a sense of anticipation for the Kukla UK team, who, following what has become a tradition, participated for the fifth time in the prestigious London Wine Fair, a hallmark event in the drinks trade. This year’s event, held from May 19 to May 21 at Kensington Olympia, surpassed all expectations, presenting an unparalleled array of offerings. From sake and chardonnay to casked products and cocktails, the fair was a celebration of global flavours.
Hannah Tovey, Head of the London Wine Fair, captured the essence of this year’s success, stating, “More countries were here than ever before.” This reflects the growing recognition among suppliers from diverse nations of the immense value in reaching the UK market. Over three transformative days, we engaged in thought-provoking conversations, savouring tastings and attended panel debates.
The fair commenced with an impactful session by the Wine and Spirit Trade Association (WSTA), titled “Staying Grounded: Making sense in a rapidly changing world.” Participants were then captivated by discussions on leadership drawn from the experiences of industry pioneers. Key takeaways resonated strongly: “Be curious; change is the only constant,” “Visualise your five-to-ten-year goals” and “Communication is key.” These insights underscored the necessity of adaptation and innovation, while the importance of humour in leadership was a refreshing reminder of the human element within business.
One of the most attended debates occurred on the second day, addressing how UK wine businesses are manoeuvring through rising costs and multifaceted challenges. This topic resonated deeply with attendees. For instance, Kukla Customs Division can manage the duty structure and any potential changes in alcohol percentage that could occur during production.
The spirited discussion on “Diversity, Equity & Inclusion: Awareness into Action” sparked a lot of enthusiasm, while the Wine Merchant magazine revealed the much-anticipated Top 100 wines for 2025. With The Wine Merchant magazine, we had, a while ago, the pleasure to organise a masterclass that received glowing feedback and continues to be accessible online.
First-time participants, including the Czech Republic, Serbia and North Macedonia
This year’s fair exemplified a truly global presence, with a local focus. First-time participants, including the Czech Republic, Serbia and North Macedonia, showcased their offerings alongside familiar players like Romania, which greatly expanded their presence from previous years. The fair also highlighted substantial representation from the Far East, notably Japan and China, along with a strong European presence from Italy, France, Greece and Portugal, as well as emerging names like Kosovo and Georgia.
It was also a wonderful gathering of UK producers, featuring exquisite sparkling wines and innovative honey wines.
Czech Republic Pavilion
Japan Pavilion
Georgia Pavilion
Greece is eager for collaboration
We, at Kukla UK, had valuable dialogues with international representatives. Greece, eager for collaboration, views the London Wine Fair as a pivotal platform to attract UK buyers. From the Romanian pavilion, we encountered a family-owned business diligently adapting to regional tastes while committing millions to sustainability through state-of-the-art technology. Their managing director shared their success in securing a major contract in the United States, alongside aspirations to enhance their modest UK market presence. Interestingly, they reported a marked shift in wine preferences in China, where initial scepticism transformed into growing interest over the years.
China focused on expanding into Europe, targeting the UK
At the Chinese stand, representatives shared that their third consecutive year at the fair focused on expanding into European markets, specifically targeting the fast-growing UK sector. Similarly, Japan, now participating for a second time, praised their increasing sales and the resulting expansion in the UK, attributing this success to their previous involvement in the fair.
Italy Pavilion
Despite the hurdles facing the drinks industry, the market remains robust. Having reliable freight partners like Kukla UK is essential for ensuring seamless logistics and fortifying the broader UK wine landscape. Our commitment to the London Wine Fair reaffirms our dedication to understanding the challenges and dialogues that are shaping the future of the industry.
This fair also served as a fertile ground for numerous UK companies to cultivate relationships with buyers and customers, fostering beneficial connections that are essential for long-term growth. As we reflect on this year’s remarkable event, it is increasingly evident that the continued global engagement and active involvement of suppliers are imperative for the future success of the UK wine sector at large.
London Wine Fair – Did you know?
- The event, originally called the London Wine Trade Fair, was launched in 1981 in a small venue on the roof of a central London department store in Kensington.
- It gained instant success due to its unique setting, located a level below the famous Kensington Roof Gardens.
- In the early 2000s, the event was renamed the London International Wine Trade Fair to acknowledge its growing global significance.
- In 2001, it relocated to the newly opened, purpose-built ExCeL Centre and expanded its offerings to spirits companies, allowing them to exhibit for the first time.
- In 2014, the organisers at that time decided to relocate the show back to its former home at Olympia.
- In 2019, Kukla UK took their first stand at the Olympia London Wine Fair.
- The event was postponed in 2020 and 2021 due to the COVID-19 pandemic. However, the organisers set up an alternative online event in 2021.
- In 2025, exhibitor figures were up 10%, at 445, with 20% more of the floor plan sold.
- Total (net) visitors for 2025 were 9,741, up 5% on 2024.
- Ratio of visitor to exhibitor; A significant measurement for exhibitions, was 22:1, around four times that of The Fair’s larger competitors.
- +80 sessions covering diverse and thought-provoking subjects such as Duty and EPR, sustainability and AI.