The evolution of trade event


MALT whisky, rum, tequila and low and no-alcohol drinks will take centre stage at Inverarity Morton’s trade event next month.

Taking place at Glasgow’s SWG3 venue on September 17, Evolution 19 will showcase “the finest drinks the trade has to offer”, with more than 60 brands across two floors of the events space.

Operators, managers and staff attending the interactive, experiential event can expect “live demonstrations, key activations and a journey of discovery” of the products and trends shaping the on-trade.

Ian Cumming, commercial director at Inverarity Morton, said Evolution 19 aims to build on the success of last year’s inaugural event.

“Evolution 18 was no ‘trade show’,” he said. “It was never to be about ‘buy six bottles and get a tee-shirt’; it was to demonstrate how the on-trade had changed (for the better) by being much more engaged on customer experience. It was a huge success, and the plans are for bigger and better this year.”