The London Wine Fair has announced the launch of a new feature at the 36th annual tasting when it returns in May.

Alongside its regular masterclasses, industry briefings and Speakers’ Corner sessions, the show will also see the addition of a bespoke new pop-up tastings area towards the front of the main hall.

The pop-up spaces have a capacity of 80 for seated events and standing room for 200, depending on whether exhibitors wish to offer masterclasses or free-pour tastings.

Sessions in the pop-up area cost £2,500 per hour, although half-day slots are also available at a lower hourly rate.

The space is also available to companies or organisations not otherwise exhibiting at the show.

The price includes the provision of glassware, spittoons, audio-visual equipment and staff.

Napa Valley Vintners and Wine Australia have already confirmed bookings of the space for a series of tastings, and availability is strictly limited.

Ross Carter, show director at the London Wine Fair, said: “This new feature will add to the breadth and sense of discovery so important to the fair. 

“Content sessions have, in the past, been restricted to those exhibiting, but we have always had requests for companies wishing to participate in a very specific way for a short period of time, so we felt a more flexible pop-up space would be a perfect solution.”

For further information on booking the pop-up space, please contact Bob Davidson on +44 (0)20 7973 4668 or

The London Wine Fair 2016 takes place from May 3 to 5 at the Kensington Olympia in London.