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No IFE- India- Wine Challenge in 2009

There will be no IFE-India food and wine show in December 2009 and the India Wine Challenge, the two-year old premier wine competition in India has also been deferred at least for another year, according to the official company sources in London, writes Subhash Arora.

Communication received by delWine from Montgomery International, London says, ‘that IFE India will not take place in 2009. This is due to the fact that we have just dissolved our joint venture with (Gurgaon based) Interads Montgomery, and part of this process means that neither party is allowed to run IFE- India in 2009. We are still in negotiation regarding 2010, and we will keep you updated on any changes.'

IFE- India entered the Indian food and wine fair space in 2003-4, with the London based Montgomery International teaming up with the Delhi based Interads Exhibitions Pvt. Ltd. Later, a new joint venture Interads Montgomery was formed between the two companies to expand the fast growing food and wine show.

The Show made rapid strides, especially in the wine sector. In 2007, the JV introduced India Wine Challenge with Robert Joseph- the London based wine journalist, author, critic and judge with experience of organising around 50 international challenges including the International Wine Challenge in 1984 with Charles Metcalfe.

In a short span of two years, the India Wine Challenge achieved an enviable credibility and progress, thanks to the professional handling and capabilities of Robert and support from this JV.

Since the ‘Challenge' is owned by the Joint Venture, with Robert being a minority partner, it is difficult to predict the future status. Confirming the break up, Christopher Newton, Chairman of Montgomery International informed delWine, ‘Yes, it's a great shame, but there is nothing that I can do about it,' adding categorically ‘Indian Wine Challenge will not be taking place in 2009. After that, who knows?'

There is apparently a 2-year cooling period / non-competing clause in the agreement arrived at amicably between the two parties.

Talking to delWine, Mr. Rajan Sharma, Director, Inter Ads Exhibitions said, “It is a fact that both Montgomery and Inter Ads decided to separate after a successful association of six years, in jointly organizing IFE India and making it a scale where it is today. The effort put by both Inter Ads and Montgomery was credible by the fact that industry chose IFE India as a platform to reckon with.' He also confirmed that ‘in the current scenario, both Montgomery and Inter Ads cannot organize any food or wine show in India for the next two years as per the agreement signed by both companies.'

Watch out this space for the latest information.

Subhash Arora

 

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