Wines of Argentina, Wines of Chile and Wines of South Africa are pleased to announce that the target for visitors at The Beautiful South tasting, held on 11th and 12th September 2013 at Olympia London, was exceeded.

The total number of attendees over the two days was 1,140, with 168 of those visiting on both days. The organisers had hoped to attract 1,000 visitors, which would have been an increase of 43% on what any one generic body would achieve alone.

Of the attendees, 40% were from London and the event attracted 10% of its visitors from across Europe. Guests were also brought from key export markets such as the United States and Canada.

Visitors came from all sectors, covering on-trade, independent merchants, wholesalers, mail-order, multiple grocers/specialists and media.

Buyers from major UK retailers such as M&S, Morrisons, Tesco, Co-operative Group, Waitrose, Sainsbury’s, Majestic, Oddbins and Wholefoods attended the event, alongside European companies such as Systembolaget.

Commenting on the tasting a spokesperson for The Beautiful South said: “The spirit of collaboration that brought this event to fruition and met the trades request for generics to work together will continue in 2014, with a series of seminars at Prowein, under the banner of The Beautiful South and a London event in September. We are in the process of researching with visitors and exhibitors to make the event even better in the future and we aim to attract more visitors from Europe next year, with specific campaigns in key markets.”

Dates for the 2014 event are 10th and 11th September, and the venue will remain at Olympia Central, Level 2.

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Written by Decanter