London Wine Fair is set to broaden its drinks remit even further after confirming a new partnership with BrewLDN. The move is set to introduce a dedicated craft beer and cider area to the show for the first time in its 45-year history.

The collaboration will see BrewLDN create a 100% trade-focused zone within the 2026 fair, giving artisan brewers and cider producers access to wine, spirits and hospitality buyers attending the event. Organisers said the move reflects growing crossover in buyer responsibilities as independent retailers and hospitality operators widen their portfolios beyond wine and spirits into craft beer and cider.

The inaugural BrewLDN zone will host up to 50 exhibitors, with organisers reporting that half of the stands have already been secured. Confirmed producers include ABK Beer, Arbor Ales, Attic Brew Co, Chance Cider, Freedom Brewery and Showerings Cider, spanning both UK and international brands.

The space will sit alongside the show’s Signature Serve spirits area and the low & no alcohol section, reinforcing the event’s wider positioning as a cross-category drinks trade platform.

Jack Fallon, co-founder of BrewLDN, said exhibitor demand for stronger trade engagement had driven the partnership. He added that the evolution of the craft beer market had created a need for more focused business-to-business opportunities, making the collaboration with London Wine Fair a natural next step.

Hannah Tovey, head of London Wine Fair, commented: “This exciting addition will further cement London Wine Fair’s reputation as the UK’s leading event for drinks professionals, reflecting evolving consumer trends and the increasing convergence of wine, spirits beer and cider in terms of buying responsibilities.  The artisanal nature of these exhibitors will complement our wine and spirits exhibitors and provide an additional draw for our visitor audience.”

The 2026 event will take place at Olympia London from 18 to 20 May, with organisers expecting more than 10,000 drinks professionals to attend.