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,...

 

Procedure: (On each document we send the procedure will be written)

1. You confirm you participation and the persons that will attend.
2. For partners that participate we make a fair selection. Ideally this is after we received your new price list, since we need to know what vintages and/or new wines we can select. Ways to make a selection:
   1. We visit you (French partners): januari
      1. The final fair selection will be confirmed to you.
   2. Wine Paris: 2 weeks before our fair
   3. We send a bigger proposal, where you can give your input: januari
      
      1. You send all the samples to Frui, Frui will taste them and make the selection smaller based on the quality?
         
3. Fair selection document:
   1. we make an estimation of the fair fee. All costs are shared between all of our partners according to several parameters. At this time not all costs are clear for us. We need all of our partners to have confirmed their participation. The organization is a cost for Frui, this is a very big time effort.
      
   2. Don't forget about the fair promotion which is important for clients to come to our fair. This is also a step in the tariff procedure.
      
4. Once the fair selection is final, we will send a sample request. You can always adjust the number of samples. We take on samples for the whole year.
   1. We need to receive your samples at least 2 weeks before the fair and especially when we did not taste your samples yet.
   2. There is also an option to bring your samples to our fair, this is an option we do not prefer since this causes a lot of overhead during the fair and we are also limited in truck space.
      
      
5. Fair-day itself
   1. We receive between 75 and 115 wine importers on or fair. We have many clients that visit our fair every 2 years. So visitors change every year.
   2. During the fair you will note every positive feedback on a form we prepare for you.
      
      
6. Follow-up fair
   1. We register all the positive feedback and you will get a copy. A client gets also a copy.
   2. We try to close all leads within 1 month after the fair. Here the fair promotions are an important instrument.
   3. Clients that did not come to our fair only have fair promotions if they make an introduction of a new wine with you.
   4. We make a TOP fair selection-folder based on the best tasted wines. Prospects and clients receive this.
      

PRACTICAL

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
• Supplements see at the bottom of the page

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. 

 

Partnership & Communication Policy: Fair Quality Standards

At Frui, we operate on a commission basis, taking on the heavy lifting of organization to ensure a premium experience for your clients. In return, we require precise cooperation. To maintain our Zero-Error Goal, we have implemented a supplemental fee structure for administrative delays and data errors.

1. Administrative Timeline & Deadlines

Adherence to the following dates is mandatory. Failure to comply results in a Minor Supplement per occurrence:

• Tariff & Promotions (Due 01/02): We require your updated price list and promotions by this date. Changes made after this deadline complicate our selection process.

• Verification of Selection: You are responsible for verifying our fair selection proposal. Confirming wines that are out of stock or providing incorrect vintage data at this stage triggers extra administrative work.

2. Major Error Supplements

The following situations cause significant disruption, require double-paid overtime, and risk our reputation. These will incur a Major Supplement:

• Sample Discrepancies: Sending samples/vintages that differ from the final agreed list.

• Last-Minute Deliveries: We cannot accept samples in the final week before the fair (unless a "late bottling" was pre-approved).

• On-Site Errors: Bringing incorrect vintages/bottles to the fair after the booklet has been printed. This creates client confusion and requires manual rectifications.

• Poor Reactivity: If our team is required to send more than two reminders for any of the above steps, it is considered a failure of cooperation.

3. Supplement Calculation

Supplements are not fixed penalties but are calculated based on two factors:

1. Severity: The amount of manual correction/overtime required by the Frui team.

2. Recurrence: We track year-over-year performance. Repeat offenders will see a progressive increase in their fair fee supplements.

Our Commitment: We check every vintage and article three times. We ask for that same level of rigor from our partners to ensure a seamless event for the end customer.

Since these errors cause extra workload (overtime hours that are paid double), a lot of extra stress and a bad image to Frui, we will ask for a supplement on top of your fair fee.