Plan your visit to Imbibe Live: the must-attend on-trade drinks show is back

Imbibe Live crowds


Plan your visit to the UK’s leading on-trade show, with our round-up of what’s on, who’s there and what’s happening for 2017

Imbibe Live is back for 2017 with an unmissable programme of events, tastings and seminars. Discover the latest drinks trends and experience the very best on-trade brands. Get inspired with new ideas for your venue and network with over 12,000 industry professionals on 3 and 4 July at Olympia London.

Experience unmissable features
Imbibe Live offers a packed programme of talks, tastings, seminars, masterclasses, competitions and demos. Read on for a small taster of what’s on offer – and check out the full programme at

Centre Stage
As always, you’ll be at the heart of the action when you visit our main stage. Highlights for 2017 include the hotly contested final of Bartenders v Sommeliers; the ultimate UK bar showdown, Shakes & The City; and the final of Imbibe’s new competition Tapster of the Year.
Hidetsugu Ueno of Bar High Five flies in from Tokyo for a session on Japanese bartending: Big in Japan. Homegrown talent Ryan Chetiyawardana explores wild flavours in his session Taming Lyans, while Jake Burger and Craig Harper explore A History of Drinks in six cocktails.

Imbibe Live wine

The Winemakers’ Cellar
Exclusive tastings for sommeliers include Pinot with Radio-Coteau hosted by winemaker Eric Sussman and a Marchesi di Grésy Barbaresco Masterclass with Jeffrey Chilcott. Champagne is under the spotlight in a Pol Roger Vertical Tasting and a session on the ageing potential of non-vintage Champagne, Ageing Gracefully with Champagne Gosset.

Wine sessions
Improve your Blind Tasting Skills with Samantha Caporn MW or explore the volcanic wines of Italy’s south in Tasting Etna with Planeta’s winemaker Patricia Toth. Join Derek Mossman Knapp of the Garage Wine Company for a taste of Chile Rewind: 200 years BC (CB). Professor Alex Maltman and Laura Ryhs MS discuss the concept of minerality in wine, in Minerality, What Minerality? While Hans Anstrom of South Africa’s Klein Constantia leads a vertical tasting of the winery’s Vin de Constance.

Imbibe Live beer

Beer & Cider Hub
Join Imbibe Live Cider Ambassador, Tom Oliver, to explore The Cider Pyramid, while Beer Ambassador, Mitch Adams shares the secrets of running successful beer events: Roll Up, Roll Up… Cast your vote in The IPA Challenge, Imbibe Live’s exclusive beer competition for 2017, or learn how to detect faulty beers in FlavorActiV’s Fault Busters session. Meet Angry Orchard’s Ryan Burk, An American Cidermaker in London.

Cocktail Lounge
Experience the phenomenon (CB) of the Aperitivo with Naren Young of Dante’s in NYC or explore the art of Harvesting Blue Agave with Casa Herradura. Join Sweden’s Emil Âreng from Open/Closed bar to rock the bar Scandinavia-style in Northern Lights. Find out Why Bitter Is Better with Simone Caporale and Giuseppe Gallo or join Maxxium and The Macallan’s master of wood, Stuart MacPherson, to investigate the world of whisky maturation in Craft of the Cask.

Taste Zone
Discover Rhum Agricole with rum ambassador Ian Burrell. Is Beer The New Wine? Find out with beer sommelier Ed Hughes in his beer-and-food-matching masterclass. Explore the Flavours of Japan with food from Masterchef winner Tim Anderson and wines paired by Saturday Kitchen presenter Jane Parkinson; or taste Japanese Whiskey with Dave Broom.

Imbibe Live taste

The Academy
The Wine & Spirit Education Trust will be offering taster courses including Food & Wine Pairing and An Introduction to Saké. Cider experts Tom Oliver and Gabe Cook will make sure you Know Your Cider. Imbibe Live wine ambassador Xavier Rousset MS and spirit ambassador Stuart McCluskey share invaluable advice on launching your own venue in Going it Alone. While Imbibe Live beer ambassador Mitch Adams offers advice on Cross-selling beers, wines and spirits in a range of venues.

Why attend Imbibe Live 2017?
• Discover the latest drinks trends and new trends defining the future of the industry
• Taste brand new products
• Learn from on-trade experts
• Experience exclusive and unique features
• Network with industry professionals
• Pick up the best ideas for your venue

What do you need to know?
Dates: Monday 3 & Tuesday 4 July
Time: 10am-5pm on both days
Where: Olympia Grand Hall, London, W14 8UX
How to visit: Register at

imbibe live 2017 on white

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