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Writer's pictureEleanor Loveday

Celebrating stories, sake, and the Spirit of Japan at the 25th Speciality & Fine Food Fair

Across an eventful 35-year history, we’ve had the pleasure of working with a broad range of brands from across the globe. And in doing so, we’ve had the even greater pleasure of connecting with some extraordinary people.


'Sake and spirits of Japan' stand at Speciality and Fine Food Fair 2024

Earlier this year, we were approached by Enshu, a passionate team delivering Kikisake-shi courses in London. Working on behalf of the National Tax Agency of Japan, Enshu are responsible for assisting a series of Japanese drinks brands with exhibiting in the UK. This year the team set their sights further, aiming to connect with a larger pool of prospective buyers and grow consideration for their exhibitors’ sake and spirits in the UK.


Pairing ambition with opportunity for a taste of success


With numerous seminars and talks, a tasting station, startup village and live pitching for small businesses, the Speciality and Fine Food Fair was the perfect event.


It’s a show of incredible opportunity for brands big and small, bringing together experts in artisanal food and drink from all over the world. This year marks the 25th anniversary of the event – a milestone celebrating the people, stories, and cultures that the Fair has brought together over the years.

 

The combination of an international client, 8 different exhibiting brands, and the milestone year for SFFF (plus some personal interests in speciality drinks within our team!) made for a very exciting project. So of course, when we were approached by Enshu back in May we instantly wanted to be involved.


'Sake and Spirits of Japan' exhibition stand at Speciality and Fine Food Fair 2024

Creating a stand-out space for the Sake & Spirits of Japan


With eight individual brands exhibiting in one space, it was important that the stand struck a balance between giving each exhibitor a distinct area and creating a strong presence of the master brand. And of course on top of this, balancing budget.


Making the most of the island site setup, we wanted to ensure that ‘Sake and Spirits of Japan’ was visible from all perspectives across the hall and balcony. We delivered brand at height, with the 4m high walls visible above most others within the hall. The height combined with an advantageous location meant the stand couldn’t be missed from anywhere – even from the balcony wrapping around the top of the venue at Olympia.


Olympia Event hall at Speciality and Fine Food Fair 2024

We opted for a clean and fresh look, with the neutral palette complimented by vibrant pops of colour and pattern. Custom graphic printed counters gave each exhibitor the opportunity for branding at a closer level, with storage and space to display their product on the countertops.


Amplifying impact with powerful partnerships


For many of the eight drinks exhibitors, the Speciality and Fine Food Fair was the first large UK-based exhibition that they have attended. Not only did they have the opportunity to connect with a number of customers, they were able to do so with the halo effect of a large stand and with the support of their fellow exhibitors. From shochu to sake, whisky to gin, there was an abundance of delicious products on offer for guests to discover and sample.


Enshu amplified the reach of the stand further by working with sake specialist Sarah Stewart from West London Wine School, who ran a sake and cheese masterclass on-stage at the show. Not only was the pairing session packed out in attendance, it also provided an opportunity to direct guests back to the stand for more sampling and conversation.


'Sake and Spirits of Japan' exhibition stand at Speciality and Fine Food Fair 2024, with a list of exhibiting companies

Seeing international exhibitors eager to engage with markets here in the UK, despite ongoing challenges, is a huge boost. It’s something we’ve been incredibly proud to support from initial consultancy, to using our creativity to multiply impact (without multiplying spend), to the final installation at Olympia.


The finished outcome is a true reflection of the potential of events to connect and celebrate across cultures.


Working with Enshu, their exhibitors and the NTA on this truly unique project has been a collaborative effort, and one piece of a much wider picture for the Japanese drinks brands.

 

The 'Sake and Spirits of Japan' stand is a space that celebrates expertise, innovation and the passionate people behind the exhibiting brands – everything that events like Speciality and Fine Food Fair are all about.


'Sake and Spirits of Japan' exhibition stand at Speciality and Fine Food Fair 2024







 

 

 

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