IMBIBE Live, the on-trade drinks show, will mark its tenth anniversary this year with what could be its biggest event yet.
The event, which takes place on July 1 and 2 at the Olympia London, will feature a programme of talks and tasting sessions as well as exhibitors showcasing thousands of drinks products.
A series of masterclasses discussing food and drinks pairing will be held at Imbibe Live’s Chef’s Table area, while the Beer & Cider Hub will feature talks from experts such as beer writer Pete Brown and Jonny Mills of Mill Brewing.
The Winemakers Cellar will host a series of masterclasses and tastings for sommeliers, while the Cocktail Lounge will showcase mixology techniques and demonstrations. Tastings and masterclasses covering a range of drinks categories will take place in The Tasting Room, as the Centre Stage hosts a number of demonstrations and competition finals.
Event director Lindsey Coleman said: “For our tenth 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.
“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 and 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.”
