The Wine Show London will take place from 27-30 October at the Business Design Centre and aims to attract over 15,000 visitors. Haymarket Exhibitions, which owns both the BBC Good Food Show in Birmingham and The Festive BBC Good Food Show at Earls Court, cut its ties with Etchells late last year (Event, January) over the running of the shows. However, as wine is not mentioned in the non-compete clause of the contract that officially terminated the relationship, Etchells has found himself free to launch against Haymarket.
He said: "My non-compete agreement only covers food so having been extensively involved in the food and wine events industry, we are now very excited about the opportunities that The Wine Show London will offer both the wine industry and the wine loving public."
Etchells is looking to attract 120 exhibitors from a number of industry sectors including generic wine promotion boards, importers and distributors, retailers, online suppliers, storage providers, tour operators and educators.
Show features will include appearances by wine and spirit experts, a vintage wine bar, a home delivery service and 'wine walks'.
"This will be a new marketing and sales opportunity for the drinks trade," said Etchells. "The show will provide visitors with an opportunity to taste, sample and buy thousands of wines and selected premium spirits from all over the world."
The Festive BBC Good Food Show takes place at Earls Court from 2-4 December.
Haymarket Exhibitions managing director Gavin Brown said: "We have always been friends and we wish him well with this new venture."