Fifteen thousand shoppers are expected to attend Tesco’s annual wine fairs this autumn after the retailer moved the London leg to a larger venue at Earls Court to cope with increased demand.

Half the tickets are already sold for the fairs – which run from September to November – and the retailer is on course to see more than a 10% increase on 2013 visitor figures.

Almost 400 wines from more than 15 countries will be available to taste, while winemakers and experts from the Tesco team will be on-hand to offer recommendations and answer questions.

Laura Jewell MW, Tesco’s product development manager, said: “Our customers love the Tesco Wine Fairs and we are delighted to be able to provide them with this unique tasting opportunity.

“The continued growth of the Tesco Wine Community and the advances in digital media means that more and more people are hearing about the Fairs and as the word spreads, the number of visitors continues to increase. This year we are anticipating almost 15,000 people will attend across the five fairs.”

The fairs are in their 11th year and begin in Birmingham on September 6 before further events in London, Manchester, Edinburgh and Bristol.