Your guide to Imbibe Live 2019

By James McAllister

- Last updated on GMT

Your guide to Imbibe Live 2019
Imbibe Live, the UK’s leading event for anyone who sources, buys or serves drinks in the licensed on-trade, is returning to Olympia London on 1 and 2 July for its 10th anniversary.

With seven sector-specific theatres, a tailored programme of insightful talks and a host of tasting opportunities, this year’s exhibition promises to inspire attendees who are looking to discover the latest trends and newly-launched products that are set to excite customers in the year ahead.

On the stage

Brand new for this year’s event is The Chef’s Table theatre, which focuses on the art of food and drinks pairing.

The Chef’s Table will host a series of masterclasses with industry professionals including James Fowler (founder of The Larder House Restaurant and The Library cocktail bar) and Heidi Bjerkan, (chef and founder/owner of Credo) who will be demonstrating the most suitable pairings of food and beverages that will elevate the consumer experience.

Central to Imbibe Live again this year will be the Centre Stage, hosting demonstrations and competition finals with the event’s on-trade competition, which sees bartenders and sommeliers battling it out live for the ultimate crown, returning for its final year.

Other theatre stages open to attendees include The Winemakers Cellar, which will host a series of masterclasses – with wineries including Opus One, Ata Rangi and Pol Roger scheduled to attend – and tutored tastings that will focus this year on gamay and English still wines. 

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Meanwhile, the Cocktail Lounge will feature an action-packed mixology lab with appearances from Pietro Collina from New York’s NoMad Hotel; mixologist and tequila ambassador Megs Miller; and the owners of Sheffield’s most popular underground speakeasy-style bar, Public.

For those who wish to take an in-depth look at a specific category, The Tasting Room will offer masterclasses spanning the entire drinks spectrum from Méthode Champenoise Cider and low ABV wines, to low ABV cocktails, cognac and London-based spirits.

Finally, the Beer & Cider Hub will welcome a host of names including Brooklyn Brewery’s chief Brewmaster Garrett Oliver, who will explore what extra ingredients such as cherries and coffee can add to the brew; author and broadcaster Pete Brown, who will talking about the sensory association between beer and music, and how licensee holders can best marry the two; and Jonny Mills of Mill Brewing, who will be in conversation with cidermaker Tom Oliver discussing the fertile crossover territory between beer and cider.

On the floor

On the show floor there will be more than 300 drinks brands, suppliers, merchants and wholesalers in attendance with thousands of new products to show off.

Craft beer importer Euroboozer will showcase its work with the best young UK breweries, including Magic Rock Brewing, Northern Monk Brew Co and Tiny Rebel Brewing; Duvel Moortgat, Hofmeister and Krombacher return to represent some of Europe’s finest brews; and DraughtMaster from Carlsberg UK will demonstrate how to keep draught beer pure and fresh, from brewery to glass.

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There will also be more than 50 exhibitors attending from the UK spirits scene, including brands such as Beluga Vodka, Moët Hennessy and Mast-Jägermeister UK; soft drinks producers brands including Britvic Soft Drinks, Cawston Press and Franklin & Sons discussing how to cater for the growing number of consumers turning away from alcoholic beverages in favour of healthier alternatives; and English sparkling wine producer Exton Park Vineyard, which will reveal its award-winning range that includes its Exton Park Brut Reserve NV, Exton Park Rosé NV and Exton Park Blanc de Noirs NV.

As well as celebrating its 10th​ birthday, Imbibe Live will also be co-located with the inaugural Snack Show event. Demonstrating diversity, innovation and great taste, the Snack Show is a one-of-a kind exhibition that brings together manufacturers and buyers from the snacks business and connects them with the wider hospitality industry as they work together to add value to the consumer experience.

To register for tickets for this year’s Imbibe Live event, click here​.

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