From wine and spirits to beer, cider and soft drinks, the Imbibe Live show is back for its ninth year on July 2 and 3.
Taking place at Olympia London, it will be even bigger this year with exhibitors taking over the upstairs of the hall, showcasing more products than ever before.
The organisers have been working with a team of ambassadors from the trade to create show features and the masterclass programme. The spirits ambassador is Mia Johansson (pictured) who, with husband Bobby Hiddleston, heads award-winning bar Swift in London. “We’ve seen a lot of interesting spirits hit the shelves over the last year, and I’m keen to make this the most exciting year yet,” she said.
Returning as beer ambassador is Mitch Adams, operations director and beer and spirits buyer for Borough Wines & Beers and previously a publican. The cider ambassador is Tom Oliver who has won numerous awards for his cider making since he set up his orchard in 1998. Wine ambassador Xavier Rousset is a master sommelier who opened wine-driven bistros Blandford Comptoir and Cabotte to great critical acclaim.
Features include The Cocktail Lounge, an action-packed mixology lab with a dynamic line-up of talks and interactive masterclasses curated by Mia. The Taste Zone will offer a programme of in-depth and unique tastings covering the entire drinks spectrum, from beer and food matching to masterclasses on sake and whisky.
The Beer & Cider Hub will showcase some of the best products alongside a programme of insightful talks and tasting sessions developed with Mitch and Tom. The Wine Sessions, created with Xavier, include expert-led masterclasses and tutored tastings by world-renowned wine producers. It also includes the Winemakers Cellar which offers exclusive tutored tastings for sommeliers and senior wine pourers.
The Academy will feature industry schools running training sessions while the show’s hub will be the Centre Stage with live competition finals, tastings and demos.
Imbibe Live show director Sonja van Praag said: “We’re really excited about our features programme this year. We’re working closer than ever with our ambassadors to bring our visitors the most current and relevant content and inspiration they need for their roles across the industry.”