Find the latest trends, wines, beers, spirits and soft drinks at Imbibe Live

Imbibe Live


This year Imbibe Live will return on 4 and 5 July at Olympia London, with a dynamic programme of events and tastings. Visitors will find the latest trends, taste new wines, beers, spirits and soft drinks, and be inspired by world renowned, expert speakers.

Imbibe Live is the innovative and interactive annual exhibition for anyone who sources, buys or serves drinks in the licensed on-trade.

Just like the on-trade itself, Imbibe Live is constantly evolving, and this year the programme is more diverse than ever. All seminars are free to attend – including invaluable training courses in The Academy.

Imbibe Live works with ambassadors from the industry to help devise their programme of seminars and events. This year the ambassadors are Laure Patry from Social Wine & Tapas (wine ambassador), Alex Kratena, former ‘Best International Bartender’ award winner (spirits ambassador) and Mark Dorber, owner of the highly-acclaimed Anchor at Walberswick (beer and cider ambassador). Their industry expertise and contacts has resulted in an unmissable programme offering insights into the latest trends with practical advice on improving your drinks offer and your business.
Here are just a few highlights coming up at this year’s show…

Centre Stage
You’ll find all the action on the main stage, including the final of the annual Bartenders v Sommeliers competition, and ‘Very Important Personality’ with past winners of Imbibe’s Personality of The Year Awards, Ryan Chetiyawardana, aka Mr Lyan, Jake Burger and Lyndon Higginson. Bars from across the UK will be sending their finest to compete in Shakes & The City – a showdown to discover which city is the nation’s cocktail capital and sommeliers will be going for gold in the £5,000 Sommelier Challenge with quiz master Ronan Sayburn MS testing their skills to the limit. Brewer’s Den will also be searching for the best wheat beer of 2016.

Beer & Cider Hub
The Thinking Drinkers, Ben McFarland and Tom Sandham, will be traveling Around the World in Six Beers, the new face of brewing in the Czech Republic will be explored in Pilsner & Beyond and Gabe Cook will get to the core of the matter with The Nuts & Bolts of Craft Cider. Mature Then Pour will see Fuller’s John Keeling present his stars of the cellar and Imbibe’s Educator of the Year, Jane Peyton BS, will be exploring the versatile world of sour beers. The Society of Independent Brewers (SIBA) will also be inviting visitors to taste the best from Britain’s independent brewers.

The Academy
This area is dedicated to training sessions aimed at all levels of experience that will help to improve and expand your skills. Both the Wine & Spirit Education Trust (WSET) and Aroma Academy will run sessions in this area, as well as a session on producing a winning drinks list with MIXXIT’s training experts.

Wine Sessions
The wine programme at this year’s Imbibe Live is stronger than ever with a Krug Champagne Masterclass, hosted by winemaker Jérôme Jacoillot, a tasting and seminar exploring Biodynamics with Gut Oggau hosted by Austrian winemakers Eduard Tscheppe and Stephanie Tscheppe-Eselböck, and Weird is the New Normal: The Swartland Revolution a talk with Adi Badenhorst, one of the best – and most entertaining – winemakers in the world. There will also be the ever-popular Palate Training with the Masters and the opportunity to try winning wines from the Sommelier Wine Awards 2016.

Cocktail Lounge
Top international bartenders from around the world will be present in the Cocktail Lounge this year in a series of talks curated by Alex Kratena. Luke Whearty & Aki Nishikura, from the legendary Operation Dagger in Singapore will be telling all on what it takes to open some of the world’s most thought-provoking venues and Marc Álvarez, head bartender for elBarri Adrià, will present 8 cocktails matching 8 concepts developed by restaurateur Albert Adrià.

Taste Zone
Warren Geraghty of Galvin HOP pub group will be Beer & Food Matching and Hakkasan Group’s Christine Parkinson will be exploring saké’s food pairing potential in the Taste Zone. Scandinavian food and drink expert, Monica Berg will also be introducing the world of Aquavit, and visitors will be heading to South America to find out more about Pisco in a tutored tasting.

#DrinkDifferently social competition
Win a dining experience with a difference in Barcelona!
Had a drink that was on another level? Whether a beer, wine, cocktail, mocktail or hoptail, show Imbibe Live how you like to drink differently…
To enter simply:
• Post a photo or video of your drink with a difference on Instagram, Twitter or Facebook
• Tell us where it is and why it’s different
• Use the hashtags #Drinkdifferently and #imbibelive
• Tag @imbibeUK in your post
Prize includes:
2 tickets to Barcelona, 2 nights’ accommodation, a Michelin starred dining experience at Albert Adria’s Hoja Santa and bespoke cocktails courtesy of head bartender and Imbibe Live speaker, Marc Alvarez.
Head to for more details.

Exhibitors for this year include global brands such as:
Aspall // Bottega Gold // Greene King // Sheppy’s // Pol Roger Portfolio // Jack Daniels // Four Pillars // Hi-Spirits // AA Badenhorst Family Wines // Bulwark Cider // Britvic // Enotria & Coe // Gin Foundry // EuroCave // Innis & Gunn // Langley Distillery // Benjamin & Blum // Macchu Pisco // Wines of Chile // Spirit Cartel // Pedrino // Chambord // Rocktails // Stoli // Temple Wines // Sipsmith // KP Snacks // EcoPure Waters // Vivreau

Make sure you don’t miss out, register for free at

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