The London Wine Fair is targeting small independent importers and agents with a “show within the show” called Esoterica.

The table-top tasting is managed by Specialist Importers Trade Tastings founder Judy Kendrick and will be on the balcony of the main hall at Olympia.

Exhibitors can have one or two tables priced at £950 each, with up to 14 wines per table targeted at independent retailers and the on-trade.

It aims to be an affordable way to get into the LWF, and to attract boutique companies who have not exhibited at the fair before.

Kendrick said: “In the year that the London Wine Fair relaunches, I think it is a prerequisite to incorporate a dedicated area for independents to reflect and support this vibrant sector of the UK wine trade that is so special and unique. I am delighted to have the opportunity to organise and rekindle the diversity and energy of this specialist area in a way that will be eminently affordable for exhibitors.”

Show director Ross Carter said: “We have recognised that many of the smaller UK-based companies which have portfolios of exciting, niche producers, have been put off exhibiting in the past due to the financial outlay.  We feel that a £950 exhibiting fee for three days is cost-effective and compares very favourably with other trade tasting opportunities, especially when you consider the scale of the audience at LWF. 

“In addition, due to our planned investment to attract the independents and sommeliers to 2014 via travel and accommodation bursaries, we can ensure that there will be a high calibre of visitor in this area to ensure real value for exhibitors.”

The London Wine Fair takes place at London’s Olympia from June 2-4, 2014.