Celebrating a decade of Imbibe Live

Imbibe Live returns to London on 1 and 2 July to set the agenda for the on-trade

Imbibe Live, the UK’s leading on-trade drinks event, will return to Olympia London, this July to mark its 10th anniversary with trailblazing seminars and unique tasting opportunities. Thousands of attendees – from sommeliers and buyers to owners, managers, publicans and bartenders – will converge in London to discover the latest trends and newly-launched products set to excite customers. Imbibe Live visitors will have the unique opportunity to learn from industry experts, network, and pick up tips on how to improve business performance.

Also returning to the show floor, a tailored programme of insightful talks and tasting sessions will inspire and delight attendees. The seven sector-specific theatres are curated in partnership with Imbibe Live’s recently announced industry ambassadors, including Monica Berg, Christine Parkinson, Mitch Adams, and Tom Oliver.

New to 2019: Chef’s Table

The Chef’s Table, a brand new theatre focusing on the art of food and drinks pairing, will host a series of masterclasses where industry professionals such as James Fowler, founder of The Larder House Restaurant & The Library cocktail bar and Heidi Bjerkan, Chef and founder/owner of Credo will demonstrate the most suitable pairings of food and beverages that will elevate the consumer experience.

Tapping into the latest beer and cider trends, the Beer & Cider Hub will welcome Brooklyn Brewery’s eloquent chief Brewmaster Garrett Oliver as he explores what those extra ingredients, from cherries to coffee can add to the brew. Award-winning author and broadcaster, Pete Brown, will discuss the sensory association between beer and music and how licensee holders can best marry the two, and beer ambassador Mitch Adams explores how bitter and porter have stood the test of time. Jonny Mills of Mill Brewing, the highest-rated brewer on UnTappd, will be in conversation with world-renowned cidermaker and cider ambassador, Tom Oliver, on the fertile crossover territory between beer and cider, while the Ciderologist, Gabe Cook will officiate as cider takes on beer and wine to see who is the best match with cheese.

The Winemakers Cellar will host a series of masterclasses and tutored tastings aimed at sommeliers and senior wine pourers. This year’s schedule includes Opus One, Ata Rangi, Pol Roger and Trimbach masterclasses and focus tastings on Gamay and English still wines.  The Cocktail Lounge will also feature the show’s very own action-packed mixology lab with appearances from Pietro Collina from New York’s NoMad Hotel; mixologist and Tequila ambassador Megs Miller; and the owners of Sheffield’s most popular underground speakeasy-style bar, Public.

For those who wish to take an in-depth look at a specific category or attend focused tasting masterclasses, The Tasting Room will awaken taste buds, offering masterclasses spanning the entire drinks spectrum: from Méthode Champenoise Cider, Low ABV wines to low ABV cocktails, Cognac and London-based spirits. 

Returning as the drumbeat of the event, Imbibe Live’s Centre Stage will once again host demonstrations and competition finals with the event’s legendary on-trade competition returning for its final year, as bartenders and sommeliers battle it out live for the ultimate crown.

Cutting-edge innovation

On the show floor, exhibitors spanning the full spectrum of the on-trade offering – from wines, beers and spirits to cocktails, low and no ABV products as well as soft drinks, mixers, tea, coffee, water and other associated products – will demonstrate cutting-edge innovation, with thousands of new products on offer from more than 300 drink brands, suppliers, merchants and wholesalers.

Exhibitors including Euroboozer – a leading UK importer of fine speciality craft brewed beers – will showcase its work with the best young UK breweries, including Magic Rock Brewing, Northern Monk Brew Co, Cloudwater Brew Co, Great Heck Brewing Company and Tiny Rebel Brewing. Duvel Moortgat, Hofmeister and Krombacher return to represent some of Europe’s finest brews, while DraughtMaster from Carlsberg UK will demonstrate how to keep draught beer pure and fresh, from brewery to glass.

And, with Brits buying a record 164m bottles of sparkling wine in 2018, Exton Park Vineyard – an award-winning English Sparkling Wine producer – will reveal its award-winning range, including its Exton Park Brut Reserve NV, Exton Park Rosé NV and Exton Park Blanc de Noirs NV.

When it comes to the UK spirits scene, Imbibe has it all covered. With more than 50 exhibitors confirmed to showcase their wares, attendees can join brands such as Beluga Vodka, The Boatyard Distillery, The Three Stills Company, Moet Hennessy and Mast-Jägermeister UK. And soft drinks producers will reveal how to cater for the growing number of consumers turning away from alcoholic beverages, in favour of healthier alternatives. Soft drink brands including Britvic Soft Drinks, Cawston Press and Franklin & Sons will join the line-up, while Fever Tree, Buzbees Beverages, Lixir Tonic and Schweppes will refresh attendees with their extensive range of tonics and mixers.

Speaking about the return of Imbibe Live, Lindsey Coleman, Event Director, Imbibe Live, said: “For our 10th anniversary, we want to do something special, that’s why we will be showcasing the latest product innovations spanning beers and ciders, wines, spirits and soft drinks from the UK on-trade industry. Visitors will also be able to benefit from our unique speakers and demonstrations, which range from the modern icons of cocktail making, to the edge of the beer & cider universe. We’re excited to return to Olympia London for what will be a jam-packed two days of education and entertainment, as we look ahead to the next decade at the heart of this industry.”

For the first time, Imbibe Live will be co-located with inaugural event, The Snack Show. Demonstrating diversity, innovation and great taste, the Snack Show is a one-of-a kind exhibition that brings together manufacturers and buyers from the snacks business and connects them with the wider hospitality industry as they work together to add value to the consumer experience.

For further information visit https://live.imbibe.com/, or to find out more about the new Snack Show, visit http://www.thesnackshow.com/.