Signature Serve is a trusted, premium platform for showcasing your spirits and mixer brands to verified drinks trade professionals. Taking place alongside London Wine Fair from 18–20 May 2026 at Olympia, London, it offers unparalleled access to a high-quality, engaged audience.
What makes Signature Serve stand out?
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Quality, not quantity: A premium, curated event focused on relevance, innovation, and real industry impact.
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Trade-only audience: Specifically tailored for verified drinks buyers—decision-makers with purchasing power, not general bar staff or consumers.
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Curated content: Developed in collaboration with leading industry ambassadors, featuring insight-driven sessions, trend exploration, and hands-on learning.
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Exclusive Sundowner Session: Invite-only VIP showcase on opening night, where exhibitors present their 'Signature Serve' to 50+ top drinks buyers and verified media.
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High-impact networking: A powerful digital matchmaking platform plus a dedicated in-person concierge team help fill your schedule with meaningful meetings.
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Future-focused: More than just another drinks event, Signature Serve is a curated, trade-only experience designed to shape the future of the drinks industry.
Who will I meet at Signature Serve?
Drinks trade professionals with high-level buying power, industry influencers and drinks trade media in the thousands.
The perfect audience:
We all know that wine buyers are often spirits buyers, too. London Wine Fair welcomed over 9,000 trade visitors in May 2025. Just under 2,000 of whom were registered as verified spirits buyers and a further 1,000 as established drinks media and influencers. To deliver a truly ground-breaking launch year, the organisers planned a dedicated campaign, driven by the award-winning LWF marketing team to double the number of spirits buyers and influencers at the event.
Interested in exhibiting or want some more information? Get in touch with:
Mark Gander
Signature Serve Sales Manager
+44 (0)7510 349775
m.gander@londonwinefair.com