The London Wine Fair organisers are expecting “a very busy show” having seen an uplift of 60% in pre-registered visitor numbers.

The increase is being attributed to several initiatives, including a major investment in the event’s database, which saw around 30% of records culled and replaced with a “new and more relevant audience”.

The LWF will also be revealing three new zones: The Innovation Zone, Drinks Britannia and the Education Zone, as well as Champagne Live. Alongside this, the 2018 Fair will see the return of a number of UK importers including Accolade, Barwell & Jones, Boutinot, Ehrmanns, Gonzalez Byass, Inverarity Morton and Treasury Wine Estates.

Meanwhile Bottlebooks – the Fair’s digital directory – reports that the top five most searched for countries largely reflects imports, with Italy taking poll position, followed by France, Argentina, Spain, and Australia. English and Welsh producers exhibiting should brace themselves for a particularly busy show, according to the organisers, as the UK is the sixth most searched for country. Regionally, Venetia comes out top, indicating the ongoing thirst for Prosecco.

Emerging regions are well-represented this year, with producers from Lebanon, The Netherlands, Slovenia, Turkey, Uzbekistan – exhibiting for the first time – attending.

Hannah Tovey, head of LWF, said: “The Fair has always been a barometer for the industry at large, and we hope next week will reflect renewed confidence. While we know not all potential visitors will convert to actual footfall, the uplift in pre-registrations, engagement with the website and app, and oversubscribed sessions all indicate that we will have a seriously busy three days next week. We are delighted that seven top agents have embraced the changes we have made and are returning to the show this year. We look forward to welcoming them and all our exhibitors back to Olympia next week.”