Some visitors came for the food, others for the equipment and some for both. In 2011 at Sydney Fine Foods, Williams Refrigeration launched a number of new products, but none as head turning as the new purpose built 2.7 metre high stainless steel Wine Tower, or capable of storing 200 wine bottles. The wine tower took centre stage of the stand and generated a lot of buzz.
Playing a supporting role to the Wine Tower where a number of new products which were arranged in a café, bar style fit out. The feedback from dealers and customers was extremely positive.