The must-attend on-trade drinks show is back

By Sophie Witts contact

- Last updated on GMT

The must-attend on-trade drinks show is back

Related tags: Wine, Wine tasting

Imbibe Live is back for 2017 with a 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.

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

Read on for a small taster of what's on offer – and check out the full programme at


Highlights on the main stage 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 is flying in from Tokyo for a session on Japanese bartending: Big in Japan, ​while world champion bartender Ryan Chetiyawardana will explore wild flavours in his session Taming Lyans. ​Jake Burger and Craig Harper will also examine A History of Drinks ​in six cocktails.


Sommeliers can enjoy tasting sessions of 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.



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. You can also join Derek Mossman Knapp of the Garage Wine Company for a taste of Chile Rewind: 200 years BC. ​Professor Alex Maltman and Laura Ryhs MS will discuss the concept of minerality in wine ​while Hans Anstrom of South Africa's Klein Constantia​ will lead a vertical tasting of the winery’s Vin de Constance.


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: You can also cast your vote in The IPA Challenge​, Imbibe Live’s beer competition for 2017, orlearn how to detect faulty beers in FlavorActiV’s FaultBusters​ session, and Angry Orchard’s Ryan Burk in An American Cidermaker in London​.


Visitors can explore the Aperitivo​ with Naren Young of Dante’s in NYC or the art of Harvesting Blue Agave ​with Casa Herradura. Join Emil Âreng from Sweden's Open/Closed bar to discover Scandi-style cocktails in Northern Lights​, or find out Why Bitter Is Better with ​Simone Caporale and Giuseppe Gallo. Maxxium and The Macallan’s ‘Master of Wood’, Stuart MacPherson, will also be investigating the world of whisky maturation in Craft of the Cask​.



Discover Rhum Agricole ​with rum ambassador, Ian Burrell, or join beer sommelier Ed Hughes for a 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.


The Wine & Spirit Education Trust will be offering taster courses including Food & Wine Pairing ​and An Introduction to Saké, ​while 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 will share invaluable advice on launching your own venue in Going it Alone, ​while Imbibe Live Beer Ambassador Mitch Adams will advise 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 

Register for free here.

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