Frui FAIR partner

FAIR FRUI 2026

• Monday 2 march 2026 (always between Wine Paris and Prowein)
  
• De Montil Moortelstraat 8 - 1790 Affligem (between Aalst et Brussels) route
• 9h -10h30: arrival partners
• 11h -17h: arrival clients
• At noon: we provide a small lunch which is included in the standard fee.
• 17h30: end of the fair, client go home and you too

Usefull information:

• Each year we work with a different theme, it gives direction to our selections. It's normal that the theme will not apply to every partner present at our fair, it is just an extra.
  • Our first priority is that the fair theme appeals to our clients. Our clients expect each year a new element. In this way we try to give an answer to this request.
• Fair Theme: LIGHT 
  • Proxy-wines (products without alcohol that try to be similar to wines)
  • Wines with lesser alcohol <= 11°Alc
  • A lighter style of red wine. For premium wines we are looking for refinement and drink-ability in stead of blockbusters.
• Fair selection (last year)
• New wines (to complete)
• Partners Frui (to complete)
• Fair Promotions (last year)

5 reasons for you to participate in our fair:

1. Direct customer contact: the relationship between you and your customer is essential. There is a strong connection between client-loyalty and customer relations.
2. Present your new products/vintages. You avoid expensive sample shipments.
3. Efficient: we usually have more than 100 importers present, in 1 afternoon you can have many contacts.
4. Low budget: compared to the big fairs you will pay a fraction. Hotels, planes, trains are cheaper and there is free parking next door.
5. Premium service: everything is prepared for you: booklet for clients with preselection and fair promotions, customer tasting forms, prices, list of visitors,...

TRANSFER Hotel/train station - fair:
This year Frui does not provide any longer a taxi-service, we need everyone to prepare the room. We see several options:

1. Arrange a taxi yourself at your hotel/train station (you can always share a taxi with other partners).
   • Uber (best option)
   • Other options below are quite expensive > 40€ even for short distance since taxis also take into account the whole travel distance.
     • Taxi Jematax (Affligem) : +32 496 23 75 32 / +32 496 23 75 34
     • Decotaxi (Aalst) : +32 495187187
     • Taxi Bleu (Zaventem airport) : +32 2268 00 00
2. Rent a car yourself (also very good option)

Participation fee (to be confirmed):
First we need to know all the costs and participants. This will be confirmed on the fair selection page. We keep the costs as low as possible (much lower then fairs like Prowein/Wine Paris).

• We share only the real costs between all of our partners in relation to turn-over and number of wines presented with a minimum of 150€.
• Costs: invitation fair, printing of degustation booklet (in color), De Montil services and hall, sending of samples to client after the fair, catering,...
• The organisation (in time) cost is carried 100% by Frui. This is a team efforts that takes 2-3 months

Usefull information:

• By plain: there are 2 airports in Belgium:
  • Brussels Chaleroi (= airport Brussels South) route (googlemaps)
    The fastest and cheapest way is to hire a car at the airport.
  • Brussels (Zaventem) route (googlemaps)
    You have direct access to the train station, where you can take the train to Liedekerke.
• By car: You can hire a car at the airport. For Brussels Charleroi this is the best and cheapest option.
• By train + taxi: https://www.belgiantrain.be/en
  There is a direct connection from the trainstation of Zaventem airport (Brussels National airport) to Liedekerke.
  2 times per hour.
  At the station you will need to arrange a taxi/uber to go to De Montil or go by foot 4,3km (< 1hour walk)
  

Hotel:
The New Fox is the closest hotel to the fair (2,6 km, 30 min by foot). You can make a direct reservation, Frui does not intervene: http://www.thenewfox.be/hotel.php
Hotels in booking around Affligem 

Keep in mind that we are very busy organizing the fair, please only contact us when really necessary for travel planning. 

How Frui want to make the difference with other fairs ? (version for clients)
1. Pre-selection Before partnering with a new producer, we compare similar wines from several producers. 

2. Focus on tasting
The most important thing is the quality, in relation to the price of course, and all wines are put up for tasting and the prices are transparent.

3. Negotiated prices & promotions
With a total sales volume of 8 million bottles per year, many partners are quite keen to work with us.
Frui's price list never exceeds the export prices of our suppliers.

4. Time saving
In 1 afternoon you can taste many wines from different regions. You write down your remarks in the tasting book. During the year you can refer back to this document, when you are looking for a specific wine.
There is free parking next to the tasting room. Our tasting is outside of traffic hours.

5. Go on a journey of discovery
At the Frui fair, you can go on a journey of discovery. Frui has selected 1 or 2 favourites from each stand, which are the best wines of that stand.
If you don't know what you are looking for, you can get lost on a big fair.
After visiting your partners, you don't always have time to go on a discovery tour.

6. Follow-up
Would you like to taste the wine again after the fair? No problem. A sample bottle can be sent within 2 weeks.

7. The big unknown
When you start with a new producer there is always a big unknown in relation to reactivity, quality/price stability, distribution,... Frui knows the advantages and disadvantages of each partner.

 

 

 

Conquences for formula 3 = no presence at all at out fair
We strongly advise against this, since for the first part of the year there will be no commercial focus on your wines. So no monthly wine-mailing, no sample stock (you will have to send all your samples yourself to clients), no fair booklet, no TOP fair selection booklet, no client tours in the year of the fair, no visit from Frui before the our fair. Our fair is a very important tool to fill up your prospection basis.

If we have a specific request from the market we will still present your wines of course. Please also note that 90% of all introduction are decided in the first semester. And many times it's after several fair visits in a row. In a mature market decisions are taken very slowly. Many clients are downsizing, meeting you can prevent you losing clients. So maintaining relations is also important. If you notice that not many new clients pass at your table this can also be a sign that your offer is not attractive enough. Adaptation to the market is key, therefor direct market feed-back is very useful.

If you cannot come it's better to take formula 2.