Spirit brands are hoping to flood into the UK this year, judging by the increased floor space that will be dedicated to the sector at the London International Wine & Spirit Fair 2007.

Organisers for the show, which takes place in London in May, are doubling the space for the Spirits Quarter for the second year running, reflecting the fact that 42% of visitors have responsibility for spirit buying.

"Feedback from spirits participants at LIWSF 2006 was positive," said show director James Murray. "What many spirits exhibitors don't realise is the enormous opportunity the LIWSF now offers as a route to market for global spirits companies wanting to exploit the European marketplace."

Signings last year included agave-based spirit Jaral De Berrio and two tequilas. The Anglo-Peruvian Trading Company also launched three brands of Peruvian Pisco at the 2006 fair.

"The aim is to get a balance between well established brands and up-and-coming brands and spirits such as cachaça," said a spokeswoman.

Proving their commitment to growing this area, the organisers have also appointed Marc Charles, managing director of spirits consultancy Drinks Brands International, as the spirits ambassador for the show.

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