New premium spirits show to launch in UK

A new premium spirits show is set to launch in London just before Christmas targeting affluent consumers with an average income of more than £50,000.

The Spirit Show will take place at London’s Business Design Centre in Islington on 9-10 December to take advantage of the “peak spirit buying” period of the year, just before Christmas.

Organisers are already predicting an audience of more than 10,000 visitors to the show, which will focus on whisky, gin, vodka and rum brands, as well as Champagnes, wines and fine food.

“In 2015 more than £200 million was spent in the UK on spirits in the first two weeks of December,” said Geraldine Reeve, show director.

“The Spirit Show will allow premium brands a perfectly timed opportunity to get up close and very personal with their potential customers.

“The best way to develop a relationship between product and customers is to face contact and The Spirit Show provides a unique opportunity to do just that.”

Guests will be able to take part in tastings, discussions and enjoy musical entertainment as well as “destination surprises”.

“We’ll be driving visitors with an extensive marketing campaign, PR and social media,” added Reeve. “We are targeting Londoners and those who come into London regularly.

“They will be predominantly aged 25-44, ABC1 and with high incomes. We expect to attract couples and groups of friends who really want to get in to the Christmas ‘spirit’.”