The must-attend on-trade drinks show is back

The must-attend on-trade drinks show is back

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 Fault Busters 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.

Related News

The must-attend on-trade drinks show is back

The must-attend on-trade drinks show is back

6 summer soft drinks trends mocktails juices flavours

From fancy flavours to marvellous mocktails: 6 summer soft drinks trends

The must-attend on-trade drinks show is back

The must-attend on-trade drinks show is back

Food and drink trends for 2017

Six food and drink trends to watch in 2017