Imbibe Live to return with tastings, new products and masterclasses

Imbibe Live Tasting Room
The Tasting Room at Imbibe Live

Leading experts in the world of drinks will come together for the UK’s biggest drinks trade show, Imbibe Live, when it returns in July.

The event, at Olympia Grand Hall in London on 4 and 5 July 2022, will feature masterclasses, tastings and panel discussions alongside the showcase of spirits, beers, wines and soft drinks.

Imbibe Live is the show for anyone who buys, sells or serves drinks, offering a chance to find out about the latest products available in both the on-trade and the off-trade in the UK. New exhibitors will include Hotel Chocolat, Atlas Gins and Aztec Rum.

The line-up of renowned industry experts will include educators from WSET, the Wine & Spirit Education Trust, who will be taking over the Tasting Room on 5 July with a series of masterclasses covering topics such as agave, whisky and port.

WSET chief executive Miles Beale will also share valuable advice and guidance on navigating the Government’s plans to reform alcohol duty in the Industry Matters Theatre.

The Drinks Trust will be running sessions on mental health, upskilling and education as well as equity within the drinks industry.

An advisory team of some of the industry’s biggest names is helping to curate the programme’s content. New ambassadors to the show in 2022 include Aleesha Hansel, a wine writer and wine judge and broadcaster, and Jane Peyton, a writer, broadcaster, pub expert and founder of the School of Booze. Covering spirits will be Ian Burrell, global rum ambassador for the rum category.

Gabe Cook, known as “The Ciderologist”, will be ambassador for cider and Lorraine Copes, founder of Be Inclusive Hospitality resumes her role as inclusivity ambassador.

Laura Willoughby from “mindful” drinking specialists Club Soda will be “low & no” ambassador and unveil Imbibe Live’s first pavilion dedicated to low-alcohol and no-alcohol beverages.

Exhibition director Daniel Zanetti said: “Imbibe Live is the most anticipated event in the UK drinks community’s calendar and we’re looking forward to reuniting the industry again whilst continuing to support them as we rebuild after the past few years.

“We are delighted to see so many brands, suppliers and producers joining us again for what is set to be a jam-packed event, as well as welcoming a number of new exhibitors to the line-up including Hotel Chocolat, Atlas Gins and Aztec Rum, all of which are making a huge splash in the drinks industry.

“We can’t wait to showcase all the brilliant brands and products in the business, as well as invite you to enjoy our programme of show-stopping content and unique tastings.

“Whether you source, buy, produce, sell, shake or stir drinks, Imbibe Live is the place for like-minded professionals to come together to share new products, stories and build long-lasting relationships.”

Visitor registration for Imbibe Live is now open, exclusively for people who work in the on- and off-trade. Tickets cost £15 which covers access to the event on both 4 and 5 July.

A portion of the profits from ticket sales is being donated to Imbibe Live’s two partner charities for 2022, The Drinks Trust and Only A Pavement Away, which support those working in the drinks and wider hospitality communities.

For further information visit

Be the first to comment

Leave a Reply

Your email address will not be published.