Bullsh!t Bingo calling out greenwashing in drinks communication
Why does this matter?
London Wine Fair 2026 features sustainability programming including greenwashing awareness sessions, B Corp standards discussions, and practical guidance for drinks businesses on environmental operations—valuable learning opportunities for BevTech founders navigating sustainability claims and operational best practices.
Highlights
The London Wine Fair is expanding its sustainability agenda for 2026 with new partners, programming and a dedicated hub at the centre of the show. Organisers say the initiative aims to encourage practical change across the drinks trade while increasing transparency around environmental claims. Bullsh!t Bingo calling out greenwashing in drinks communications will be one of several short talks delivered during the 2026 London Wine Fair as part of a broader sustainability programme developed with consultancy Impact Focus. According to the organisers, the fair has committed its most significant investment in sustainability to date following its acquisition by Vindustrious. Impact Focus returns for a second year as the official sustainability partner, tasked with shaping environmental practices across the exhibition and strengthening transparency in how impact is measured. The consultancy will work with the event on everything from tracking environmental performance to identifying areas where further progress can be made. Hannah Tovey, head of London Wine Fair, said the fair had attempted to bring sustainability into the conversation earlier than many comparable trade events. “We were the first major drinks industry event to platform sustainability in a meaningful way, back in 2022,” she said. “Since then, we have led the way in shining a spotlight on the issues and solutions to tackle the threat of climate change. Our collaboration with Rosie and her team at Impact Focus, partnership with BE WTR and engagement with sustainability-minded exhibitors will make the 2026 show unprecedented in its commitment to the green agenda. As an exhibition, we recognise the responsibility we have to not only reduce our own carbon footprint, but also to facilitate more constructive, industry-wide conversations around sustainability.” Sustainability hub at the centre of the fair A central element of the programme will be the inaugural Sustainability Hub, curated by Impact Focus founder Rosie Davenport and positioned at the heart of the exhibition floor. The hub is intended as a meeting point for discussion and practical guidance for drinks businesses seeking to integrate sustainability into everyday operations. According to London Wine Fair, the space will bring together drinks producers, non-governmental organisations and not-for-profits working across environmental and industry initiatives. Participants confirmed so far include International Wineries for Climate Action, Porto Protocol, Regenerative Viticulture Foundation and The Drinks Trust. Impact Focus will also curate three panel discussions taking place on the Centre Stage theatre. These sessions will explore sustainability challenges relating to production, procurement and people across the drinks sector. The consultancy will additionally host short “Watercooler Moments” sessions lasting between five and ten minutes throughout the three-day event. Topics will include “Raising the bar, what the new B Corp standards mean for drinks”, “Bullsh!t Bingo calling out greenwashing in drinks communications”, “Making sustainability data work harder for your business”, “How wineries are cutting carbon by the IWCA” and “Water it’s time to get serious with the Porto Protocol”. A networking reception celebrating industry progress on sustainability will take place on Monday, 18 May at 16:30. Circular water supply introduced Sustainability efforts at the fair also extend to its water provision. According to London Wine Fair, B Corp-certified and 1% for the Planet member BE WTR has been appointed official water supplier. The company offers filtered still and sparkling water delivered in reusable glass bottles through a circular reuse system designed for hospitality environments. Organisers estimate that the partnership will save around three tonnes of CO₂ during the three-day exhibition, equivalent to roughly 4,000 single-use glass bottles. BE WTR will provide water for both exhibitors and visitors, sourced locally and filtered on site. According to the company, the system combines micro-filtration technology with reusable packaging designed for professional service environments. The company will also host a masterclass exploring the role of water quality in wine and food tasting. Practical measures at the event Further steps to reduce waste will include encouraging visitors and exhibitors to bring reusable cups to the venue. Olympia will offer a 50p discount on tea and coffee for those using their own cups. London Wine Fair 2026 will take place at Olympia from 18 to 20 May. Visitor registration is now open.
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