The Game Fair is one of the UK's biggest country sports events, built around shooting, fishing, gundogs and rural life more broadly, with a proper lineup of outdoor and automotive brands alongside it each year. It's exactly the kind of crowd that already understands classic Defenders without needing it explained, they just haven't necessarily thought about their tyres yet.
We were there for the full run, Friday through to Sunday, on the 4x4 Tyres stand alongside ORE 4x4.