Skip to main content
28th April 2022


Imbibe Live – the UK’s leading drinks industry event – is back and returning to London this July.

Taking place in the Olympia Grand Hall from Monday 4th to Tuesday 5th July 2022, Imbibe Live will reunite the drinks community once again with a diverse and innovative mix of exhibitors, partners, tastings and masterclasses, providing visitors with all the unique tastes and tools needed to successfully run a business after a challenging few years.

Imbibe Live is the show for anyone who buys, sells or serves drinks, and this year will welcome visitors from across the on and off-trade. Join us for the opportunity to discover and taste a wealth of top-quality beverage brands and the latest products to market, take advantage of invaluable networking opportunities and immerse yourself in our theatre programme curated by leading industry figures.

Through Imbibe Live’s busy schedule of masterclasses, tastings and panel discussions, discover how to leverage the latest industry trends to positively impact your business – whether you’re looking for drinks spearheaded by innovation, want to stock beverages from emerging regions across the globe, want to learn more about recruiting top-class talent, or fancy trying Baijiu for the first time, there’s a session for everyone at Imbibe Live.

Helping to curate this leading content programme is an advisory team of some of the industry’s biggest names. New ambassadors to the show in 2022 include Aleesha Hansel (wine ambassador) – wine writer and wine judge and broadcaster, Ian Burrell (spirits ambassador) – Global Rum Ambassador to the Rum Category, and Jane Peyton (beer ambassador) – writer, broadcaster, pub expert, and founder of the School of Booze.

Imbibe Live is also thrilled to welcome back Gabe Cook (cider ambassador), known to all as ‘The Ciderologist’, Laura Willoughby from Club Soda (low & no ambassador) who will also unveil the show’s very first dedicated low & no pavilion, and Lorraine Copes – Founder of Be Inclusive Hospitality who resumes her place as inclusivity ambassador.

The event also has an impressive line-up of industry renowned speakers who will be presenting over the course of the two days, including educators from WSET, who will be taking over the Tasting Room on Tuesday 5th July with a series of masterclasses covering Agave, Whisky, Port and more. Miles Beale, Chief Executive of the Wine and Spirit Trade Association will also be sharing valuable advice and guidance on navigating the Government’s plans to reform alcohol duty in the Industry Matters Theatre, and The Drinks Trust will be running sessions on mental health, upskilling and education as well as equity within the drinks industry.

Speaking about the return of this much-loved industry event, Daniel Zanetti, Exhibition Director at Imbibe Live, 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 likeminded professionals to come together to share new products, stories and build long-lasting relationships.”

Visitor registration for Imbibe Live is now open. Tickets cost £15 which covers access to the event on both 4th and 5th 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 – organisations which support those working in the drinks and wider hospitality communities.

For further information visit


Notes to Editors

About Imbibe Live:

Imbibe Live is the annual exhibition for anyone who sources, buys or serves drinks in the licensed on- and off-trade. It takes place on 4th and 5th July at Olympia London.

Press release from Imbibe Live

For more information, please contact Fleet Street Communications:

Charlotte Cavanagh                      020 3985 5809      

Cathy Murray                                 0203 985 5844