The trade fair, which will take place at London Olympia from 2 to 4 June, has put aside £40k to pay for travel bursaries and accommodation costs for 100 members of the on-trade and 100 independent retailers who are located outside London.
Event director, Ross Carter, said: “2014 is all about a return to the roots of the UK wine trade. If we are to successfully engage with those independents and sommeliers for whom expense has been a barrier to attending in the past, then we need to incentivise them with these bursaries and also, of course, relevant and tailored content.”
Exhibitors will be asked to nominate buyers and key influencers from both sectors with the final target list drawn from those nominations.
Sommeliers and restaurateurs attending will also be invited to an on-trade lunch on Monday 2 June.
Click here for more information about the show.