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18th August 2021


Imbibe Live, the UK’s leading drinks industry event, has unveiled an action-packed masterclass schedule for this year’s event that you will not want to miss!

Taking place from 13th-14th September at Olympia London, Imbibe Live will reunite the industry with a fantastic line-up of tutored tastings, insightful panel sessions and world class cocktail demonstrations, all curated in partnership with Imbibe Live’s ambassadors and leading industry experts: Laura Willoughby MBE, Anna Sebastian, Gabe Cook, Jan Kontezki, Clement Ogbonnaya, Lorraine Copes and Jaega Wise.

A jam-packed line-up of interactive, industry-leading content will take place across three theatres over two whole days – the ‘Cocktail Lounge’, the ‘Tasting Room’ and ‘Industry Matters’. This is where the movers and shakers of the industry will be serving delicious drinks whilst sharing their knowledge and expertise, and providing invaluable insight into the hot topics, business needs, and trends that are shaping a post-covid world.

The ‘Cocktail Lounge’ will play host to a dynamic mixology lab where some of the UK’s most renowned bartenders will take to the stage to showcase and share their skills. The action-packed programme will include a Champagne Cocktail Showdown, as well as sessions on spicing up your rum offering, New World Whisky, Japanese Shochu cocktails, Agave additions for your bar and Sustainable Cocktails and lots more!

Head to the ‘Tasting Room’, where you will be treated to a series of tutored tastings. A place where visitors can refine their palates, discover new and exciting brands whilst improving their understanding of a number of key categories including Craft Beer, modern British Cider, Wine, Sour Beer and Sake. On Tuesday 14th September, the Tasting Room will be taken over by Wine & Spirit Education Trust (WSET). As WSET’s home for the day, they will be sharing their extensive knowledge on a range of wine and spirits.

Some of the industry’s most influential leaders will come together to debate and explore some of the most significant trends and topics of today on the ‘Industry Matters’ stage.  A series of panels will cover crucial topics such as sustainability, diversity, inclusion, wellbeing and recruitment, and will also include a dedicated line-up of seminars from The Drink’s Trust.

Don’t miss out on Imbibe Live’s Ambassadors’ sessions – running across both days, the topics include:

  • Laura Willoughby – ‘How to Make Your Venue a Great Place for Mindful Drinkers’
  • Anna Sebastian – ‘Why diversity and inclusion should be essential to your business’
  • Gabe Cook – ‘Modern British Cider’
  • Jan Kontezki – Respectfully breaking with the old ways of (wine) service’
  • Clement Ogbonnaya – ‘Show you care – why being a business with a social conscience is so important in 2021 and beyond’
  • Lorraine Copes – ‘How Diverse is Your Supply Chain – in association with Be Inclusive Hospitality’
  • Jaega Wise – ‘Sour Beer: why this should be a staple on your drinks list’

Find more information about the sessions and a full list of speakers here.

Registration for Imbibe Live is open now! Visitors are being asked to register as early as possible to secure a place as registration will close before the event takes place and pre-registration is essential.

Anyone who registers, including those who cannot attend the live event due to capacity or travel restrictions, will be able to connect with exhibitors on 20th September through Imbibe Live Online, and access some of the live theatre content online for up to two weeks afterwards.

For further information and to register visit


Press release from Imbibe Live