Imbibe Live, the UK's premier event for the drinks industry, promises to captivate and educate attendees with an array of newly curated content. Set to take place at London Olympia from Monday 1st to Tuesday 2nd of July 2024, Imbibe Live will serve as an unmissable hotspot for drinks professionals eager to enhance their craft and propel their businesses forward.

This prestigious two-day event is perfectly tailored to quench the on- and off-trade’s thirst for knowledge, networking, and next-level trends. Imbibe Live has announced an innovative masterclass programme filled with tastings and industry-focused panel discussions spearheaded by big-hitters in the industry such as Ian Burrell, Melissa Cole and Jack Sotti.

Key highlights include the revitalised masterclass schedule, the Sommelier Wine Awards (SWA) results ceremony, The Great Imbibe Live Shake Off competition and the new much-anticipated Campo de Agave theatre, an oasis of agave plant-based spirits masterclasses hosted by Club Cantina.

Attendees will also have the unique opportunity to sample an exquisite new selection of wines, spirits, and artisan beverages at the French and Italian pavilions, introducing their palates to the latest innovations that these renowned drinks-producing countries have to offer.

Don't miss out on the next big thing in drinks

With leading talent like Melissa Cole bringing her beer expertise, Imbibe Live is poised to equip industry professionals with insights that resonate excellence and innovation. Laura Willoughby MBE will return to champion the low & no category, while D&I ambassador Lorraine Copes and spirits ambassador Jack Sotti augment the show's educational calibre, ensuring it mirrors the industry's breadth and dynamism.

Accolades, Innovations, and Buoyant Buzz Await

After a coveted hiatus, the Sommelier Wine Awards is back, flaunting top-tier wines, judiciously assessed by on-trade professionals and ready to be showcased. Further elevating this year's experience, Imbibe Live will be welcoming a host of new exhibitors, each presenting forward-thinking products tailored to the discerning palates of our visitors, such as Friarwood Wines & Spirits, Celtic Marches, HL Vodka, Five Farms Irish Cream Liqueur, Attimo Craft Winery and more.

Be Part of the Narrative Shaping Tomorrow's Drink Culture

Imbibe Live 2024 is meticulously designed for a wide range of professionals within the drinks sector, aspiring to cater to the diverse spectrum of roles and interests that define our dynamic industry. Key target audiences include:

  • Bartenders and Mixologists: Discover innovative cocktail recipes, techniques, and the latest in mixology trends.
  • Sommeliers and Wine Professionals: Engage with award-winning wines, deepen your understanding of global wine trends, and connect with industry peers.
  • Beer Specialists: Explore craft and mainstream beer developments, brewing innovations, and taste the future of beer.
  • Spirits and Liquor Industry Representatives: Unravel the complexities of spirits from around the world, including emerging categories such as non-alcoholic spirits.
  • Hospitality Professionals: From owners to managers of bars, restaurants, and hotels, find new products to captivate your clientele and insights to elevate your business strategies.
  • Retail Buyers: Curate your next best-selling product lineup with exclusive insights and tastings from a diverse range of exhibitors.
  • Industry Analysts and Media: Stay ahead with the latest trends, innovations, and industry leader insights.

Shona Thomson, Imbibe Live's Exhibition Manager, comments on the event's integral role within the drinks sector: “Imbibe Live stands as a foundational pillar in our industry's calendar. We're always seeking to surpass expectations, and this year, we anticipate setting a new benchmark. Our thoughtfully curated programme aims to equip businesses with actionable insights and advice, nurture growth and foster a community that shares both knowledge and camaraderie.

“We know that every industry professional is eager to learn, share, and celebrate the richness of the drinks sector. Imbibe Live stands as a beacon for those passionate about propelling their expertise, networking with leading minds, and having a fantastic time whilst doing do. We can’t wait to welcome you to Imbibe Live for  a toast to innovation, education, and the future of drinks.”

Visitor registration is now open, with tickets offering full access to both days of the show. A portion of the ticket proceeds will be donated to Imbibe Live’s charity partner, The Drinks Trust.

For additional details and to get your ticket, visit