Imbibe Live! preview

24 June 2011 by
Imbibe Live! preview

Imbibe Live is for anyone who buys or serves drinks within the licensed trade and is keen to improve their drinks offering and knowledge. Launched last year, the first Imbibe Live introduced visitors to more than 1,000 drinks brands and offered more than 40 different tastings, demonstrations and seminars.

This year's show takes place at Earls Court 2, London, on 5-6 July and includes new brands, inspirational ideas, networking opportunities, and a tasting and education programme." target="_blank" rel="noreferrer">See our recipes for top cocktails from some of the show's exhibitors >> ](

Putting the emphasis firmly on bar skills, the Bacardi Brown-Forman Brands Training Team will be running five training sessions across the two days. The session have intriguing titles including "Bacardi - The Bartender Legacy", "US Whiskeys - Seasoned, Toasted and Charred", "The Perception of Taste" and "Around the World in Six Drinks". These will feature some of the company's best-known brands including Bacardi, Jack Daniel's, Bombay Sapphire, Martini and Grey Goose. Alex Turner, head of mixology and training at Bacardi Brown-Forman, says: "The show gives us a great opportunity to do what we do best - namely, helping bartenders become better, and helping bar managers and operators develop the spirits and mixed drinks side of their business."
Stand I74


Belvoir's new Orange and Pink Grapefruit Fruit Crush will be available to try. Like the whole Belvoir range, it is made using 100% natural ingredients and is free from artificial flavours, sweeteners, colours, or preservatives. Developed for the on-trade in response to the demand for high-quality, tasty soft drinks, the range is now stocked in many pubs, bars and restaurant drinks menu. Made at Belvoir Fruit Farms on the Belvoir Castle estate near Grantham, Lincolnshire, the range now includes of 13 cordial varieties, 10 pressés and five flavours of Fruit Crush.
Stand C106


Eleven brands from the Cellar Trends portfolio will be featured on the company's main stand, located directly opposite the main seminar area. These will include Wild Turkey, Amarula, Midori, SKYY Vodka, Bowmore Whiskey and Luxardo Sambuca. In addition, there will be separate stands for Mandarine Napoleon, Aperol, and Auchentoshan single malt whisky. In addition, Cellar Trends has taken space for its Faustino Wines range in the Wines from Spain section.
Stand B80


The brain-child of gin aficionado Martin Edgerton Gill, Edgerton Original Pink is the world's first "ready made" Pink Gin. Distilled and bottled in the capital, the spirit is true to the "appellation" of London Gin and is a complex, beautifully balanced 47% abv dry gin with a subtle suggestion of pomegranate. The fruit and high-quality grain spirit is triple-distilled with 14 exotic botanicals, including liquorice, orris root, grains of paradise and the very rare damiana, a wild Mexican herb which adds a subtle minty smokiness to the flavour. Damiana helps to balance the other ingredients and is also reputed to be a powerful aphrodisiac.
Stand I84


Chairman's Reserve Spiced is the latest addition to the St Lucia Distillers range of rums imported by Emporia Brands. Based on the same high-quality blend of aged pot- and-column still rums used in the making of Chairman's Reserve Rum, it is infused with authentic Caribbean spices including cinnamon, clove, nutmeg, vanilla, coconut, allspice, lemon and orange. A key ingredient is bois bandé, a Caribbean spice made from the bark of the richeria grandis tree. Chairman's Reserve Spiced is delicious served neat, in great cocktails, or as a long drink mixed with Old Jamaica ginger beer or cranberry juice.
Stand D92


Premium mixer-producer Fever-Tree will be introducing the on-trade to the latest addition to its range, Mediterranean Tonic Water. Using the finest strain of quinine and blended with different botanicals from the Mediterranean, including lemon thyme and rosemary, this is the perfect mixer for the summer. The company will have samples of its different botanicals on the stand to give visitors a better insight into the ingredients used in the range, and there will also be an opportunity to win a trip to the Rwanda Congo border. During the trip the winner will visit the plantations where Fever-Tree sources the natural quinine for its tonics as well a once-in-a-lifetime experience to visit silverback gorillas.
Stand C108


The Juiceology lines have been created to be enjoyed on their own, mixed with a spirit, or as part of a cocktail. A blend of fresh juices, purées, botanicals, herbs, spices and spring water, the products are gently pasteurised in the bottle to give a shelf life of 12 months.
Stand H96


French brand Monin will demonstrate the latest innovative flavours from its syrups range. The brand's master mixologists will showcase Gin, Basil, Cardamom, Cucumber and Watermelon syrups in a variety of cocktails. Monin Gin syrup is an innovative non-alcoholic syrup which adds botanical flavours, juniper berries, light coriander and citrus oil aromas to cocktails, non-alcoholic G&Ts, and mocktails. Monin Cardamom syrup features the aromatic spice native to India, and has a pungent aroma and a warm, spicy-sweet flavour, and can be used in dessert cocktails, coffees, lattes, iced lattes, and teas.
Stand G60


Kent brewer Shepherd Neame will showcase two beers including Spitfire, the Kentish ale originally brewed to commemorate the 50th anniversary of the Battle of Britain in 1990. Spitfire's characteristically Kentish, hoppy flavour and risqué advertising campaign has made it a firm favourite with beer-lovers ever since. Asahi Super Dry, brewed in the UK by Shepherd Neame, is super-crisp, super-clear and super-dry and embodies Japanese discernment and good taste.
Stand G50


Imbibe Live will be the first opportunity for many in the trade to try SW4 Gin, and the team expects to be very busy mixing cocktails and G&Ts and chatting about the brand. SW4 London Dry Gin was created by Charles Maxwell, whose family has been distilling gin in London for 300 years. The spirit is hand-made using a unique botanical mix distilled through a single, small pot still in Clapham, London.
Stand D115


The show includes a number of Feature Zones, each focused on a different aspect of stocking and serving drinks, as well as a full programme of seminars and workshops.

Liquid Profits Looking to make more money for your business through wet sales? A series of talks will advise on cash-generating ideas including advice on selling wines by the glass, tips on up-selling, and how to inject life into a wine or cocktail list.

Taste Zone Featuring a huge range of products that have just hit the market, including new wines, spirits and soft drinks as well as delectable canapés, the Taste Zone will also feature a food and wine matching area, where experts will be on hand to advise on pairings and perfect combinations.

Wine World A peaceful haven in which to enjoy rare tastings as well as a sneak preview of a large selection of this year's Sommelier Wine Awards winners - wines available exclusively to the on-trade and voted for by the UK's top sommeliers.

Shake It! Need to pep up your cocktail list? Try your hand at the latest mixology techniques or learn how to mix old classics that pack a 21st-century punch, with leading industry experts on hand to guide and teach you how to implement your new ideas into a working bar environment.


â- Wine List Wizardry with Christine Parkinson - Christine Parkinson from Mayfair restaurant Hakkasan is widely recognised as one of the best tasters and educators in the business. In this not-to-be missed talk, Imbibe's Restaurant Personality of the Year gives her expert advice on putting together a wine list.

â- Social Media: A Beginner's Guide. You Snooze, You lose - social media is a powerful marketing tool for your establishment that shouldn't be ignored. Pick up some essential tips to stand out from the crowd, from Jeremy Anderson and Anna Storrs of digital marketing agency, Obergine.

â- Boost Your Beer Offering - Leading beer writer Ben McFarland hosts a tutored beer tasting to help inject some life into your beer offering.

â- Easy Money! - Internationally renowned bartender Alex Kammerling shows you how to make six profitable cocktails, in less time than it takes to pour a Guinness.

More information and registration at[|

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