The More Than Only Food & Drink campaign brought a rich tapestry of wine heritage, quality, and discovery to this year’s London Wine Fair – the UK’s leading trade event dedicated to the drinks industry. Held from 19–21 May at Olympia London, the three-day fair attracted over 9,700 wine professionals, from importers and distributors to sommeliers and retailers - offering the perfect platform for the EU to showcase the diversity and excellence of its wines.
Showcasing Europe's Diversity – One Glass at a Time
The campaign’s vibrant stand featured 55 wines from all 27 EU Member States, demonstrating not only the breadth and depth of Europe’s wine regions, but also its commitment to safety, authenticity, sustainability, and quality. From bold reds to crisp whites and surprising fruit wines, visitors were invited to discover new flavours from emerging regions and reconnect with beloved classics - all while learning about the EU’s quality schemes: Protected Designation of Origin (PDO), Protected Geographical Indication (PGI), and the Organic label.
A Masterclass in Wine Discovery
One of the campaign’s highlights was the masterclass, Emerging European Wine Regions, led by wine educator and consultant Neil McAndrew. With over 30 years of experience in the UK wine trade, Neil guided attendees through a curated tasting of six distinctive wines, including selections from Croatia, the Czech Republic, Belgium, Portugal, Slovakia, and Bulgaria.
The session shed light on hidden gems from lesser-known EU regions, offering insights into their unique terroirs, sustainable practices, and production methods. Participants responded very positively to both the selection of wines and the overall organisation of the session, highlighting the quality of the experience. Notably, 90% of those surveyed said their perception of EU wines had improved after visiting the campaign stand.
A Celebration of Taste and Storytelling
Throughout the three days, the EU stand remained a dynamic hub of activity, with six tasting sessions introducing trade visitors to a diverse range of EU wines. Sampling included Moselle Luxembourgeoise PDO from Luxembourg, Rheinhessen PDO from Germany, a Cabernet from Estonia, Malta PDO red wine, and even a Swedish apple ice wine – each offering a unique perspective on Europe’s rich and evolving winemaking landscape.
Strenghtening EU-UK Trade Relations
The More Than Only Food & Drink campaign continues its mission to introduce UK trade professionals to the exceptional quality and authenticity of EU food and beverage products. Following successful appearances at IFE London and Food & Drink Expo Birmingham earlier this year, the London Wine Fair marked another key milestone – reaffirming the EU’s position as a global leader in high-quality, diverse, and sustainable wine production.
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