Imbibe Live preview: a sneak peek into this year’s masterclass programme

Imbibe Live, the UK’s premier event for the drinks industry, is taking place in London from 1-2 July 2024 and has over 100 international drinks brands offering the full range of drinks categories, and a jam-packed programme of masterclasses, providing hospitality professionals with the insight and tools they need to be able to grow their businesses.

 

The masterclass programme has been curated in partnership with industry experts across the drinks and hospitality sectors. From tastings to industry-focused panel discussions, those in attendance can expect insightful and engaging sessions, spearheaded by big-hitters in the industry including Ian Burrell, Pete Brown, Melissa Cole, Laura Willoughby MBE, CGA by Neilsen IQ, WSET, Lorraine Copes and many more.

 

Ahead of the show, we take a sneak peek at the unmissable masterclass sessions at this year’s Imbibe Live…

 

Trends set to impact your business

Operators, bartenders and buyers that keep up-to-date with customer behaviour, emerging drinks trends and evolving categories will be able to ensure the experience they offer their customers remains relevant, fresh and exciting.

 

At the show this year, Research firm CGA by Nielsen IQ will be revealing the future standout drinks trends to watch in 2025/26, enabling buyers and operators a chance to plan ahead, ensuring their backbar is lined with relevant, popular and trending drinks that appeal to consumers’ preference in terms of flavour.

 

 

Tips and tools to run your business effectively

With the announcement of a general election on 4th July, the alcohol industry is likely to face a new set of challenges and opportunities. To help prepare for all eventualities, WSTA will be hosting a session which will dive into the rise of non-alcoholic beverages, premium drinks, convenient options, as well as analyse potential policy changes under a new government and discuss strategies for the industry to adapt, navigating stricter regulations.

 

Now more than ever, it is also important that hospitality businesses and drinks brands alike have a robust EDI programme in place which is reflective of this diverse workforce. Lorraine Copes, Equality, Diversity & Inclusion Ambassador and Founder of Be Inclusive will be speaking to experts from across an array of underrepresented groups and communities, to discuss current barriers to entry, and what the drinks industry can do to promote greater diversity and inclusion in its work force.

 

 

A guide on the latest products to stock

Imbibe Live aims to help those in the on-trade curate a best-selling product line-up with exclusive insights and tastings from a diverse range of exhibitors and speakers. From no & low alcohol, to craft beer, sparkling wine and agave spirits, visitors can expect a jam-packed two days of insight and innovation. With hundreds of drinks producers to meet and flavours to enjoy, attendees can explore the latest innovations from across the world and across categories, in a series of tasting masterclasses as well as by interacting with the excellent exhibitors.

 

At Imbibe Live, attendees have exclusive access to drinks brands and producers from across the world, to help shape the future of your backbar, and to captivate your clientele including a masterclass from Ian Burrell, Global Ambassador of Rum who will countdown the 10 most influential rum cocktails of all time – for those looking to make the most of the rising category.

 

New to the show this year is the Campo de Agave theatre. Showcasing the emerging brands, tastes and flavours in the agave category, the theatre hosted by Club Cantina will be an oasis of masterclasses and tastings. From understanding what is driving the tequila and mezcal trend, to building a specialist agave-based cocktail menu, attendees will leave with all the tools they need to ensure they are serving drinks consumers expect and desire.

 

 

A brand’s heritage and story are becoming more important to consumers when they choose which brands to taste, try and buy. With this in mind, Imbibe Live’s spirits ambassador, Jack Sotti, will be taking a deep dive into the importance of terroir and a sense of place when it comes to spirits and cocktails. Join Jack to find out how having a good knowledge of terroir can elevate your drinks menu.

 

Returning to Imbibe Live this year will be the hotly anticipated return of leading on-trade wine competition the Sommelier Wine Awards (SWA). SWA will launch the comprehensive ’Gold Book’ for the awards, detailing the rankings for all the wines, trophy presentations, and tastings of some of the highest scoring wines from this year’s competition.

 

SIBA (Society of Independent Brewers) – the voice of British Independent Brewing – will take attendees on a journey through beer styles that are on the rise and how businesses can capitalise on these growing trends, as well as how to present them to your customers. SIBA will also be hosting the new Indie Beer Bar at the event, where attendees are invited to try some of the finest and most unique beers and ciders the UK has to offer from independent breweries.

 

To find out more or to get tickets click here