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24th May 2022


Imbibe Live – the UK’s leading drinks industry event – is set to unveil the latest trends, insights and drinks brands when it returns to London this July.

Taking place in the Olympia Grand Hall from Monday 4th to Tuesday 5th July 2022, Imbibe Live has been working with its esteemed line-up of Ambassadors to create a masterclass programme tailored to help businesses boost profits. Imbibe Live visitors can attend any of the masterclasses at no additional charge – from renowned live tastings and insightful panel sessions, to world class cocktail demonstrations, you will not want to miss this! This year’s masterclass programme is being curated in partnership with Imbibe Live’s Ambassadors and leading industry experts: Laura Willoughby MBE, Ian Burrell, Gabe Cook, Jane Peyton, Aleesha Hansel and Lorraine Copes. They will be sharing their knowledge and expertise, and providing invaluable insight into the hot topics, business needs, and trends that are shaping the sector.

The ‘Cocktail Lounge’ will seat up to 50% more visitors this year and will be showcasing the most innovative and exciting things happening in mixology today. Sessions will include ‘10 Bartender’s Myths about Rum’, ‘How to…Create a Sustainable Cocktail Menu’, and ‘CBD to level-up your life behind the bar and beyond’. Pritesh Mody and Lab 22’s Max Hayward will also give visitors a sneak peek into the latest cocktail trends.

If you need to brush up on your wine terroirs, discover new and emerging beer and cider brands, or refine your palate, head to the ‘Tasting Room’. With the help of some of the most knowledgeable figures in the industry, visitors can discover a wealth of innovation and improve their understanding of drinks across a diverse range of categories. Participate in a tutored tasting with one of our Ambassadors, including a look at some of the best untapped wine regions with Aleesha Hansel, uncovering the latest innovations in Cider with Gabe Cook and bigging up beer with Jane Peyton. Becky Paskin will also be exploring some of the best examples of English Whisky making today.

What’s more, on Tuesday 5th July, Wine & Spirit Education Trust (WSET) will be taking over the Tasting Room once again, sharing their extensive knowledge across spirits, port and wine with sessions covering terroir in agave spirits, peat in whisky, port that’s not red, and Baijiu.

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. Miles Beale, Chief Executive, WSTA will be discussing the impacts of alcohol duty and Kate Nicholls, CEO of UKHospitality will be taking part in a panel alongside Greg Mangham, CEO and Founder of Imbibe Live’s charity partner, Only A Pavement Away talking about how to recruit and retain great talent.  The Drink’s Trust, Imbibe Live’s second charity partner will also be hosting a dedicated line-up of seminars across the two days.

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

  • Laura Willoughby – ‘Drinks for everyone. How alcohol free is a priority for your customers’
  • Ian Burrell – ‘The Top 10 Bartender’s Myths about Rum’
  • Gabe Cook – ‘Blurring Boundaries: Innovating Cider’
  • Jane Peyton – Bigging up Beer! Why improving your venue’s beer offering is good for business’
  • Aleesha Hansel – ‘Wine Untapped’
  • Lorraine Copes – ‘The emergence of Black-owned drinks brands’

New to Imbibe Live 2022 is the Juicy Innovator of the Year competition, running in partnership with food and drink innovation agency, Juicy Brick.

Open to anyone who is attending or exhibiting, the ‘Dragons’ Den-style competition’ challenges all entrants to create an original new way to display a drink. Applicants have the opportunity to win two days of working in person with the renowned innovation team at Juicy Brick’s kitchen space in Vauxhall to bring their winning idea to life in the format of a live, kitchen, prototype with marketing and brand strategy to support making the concept a reality.

The prize is worth £5,000 and shortlisted entrants will get the chance to pitch their ideas to an industry panel of food, drink and hospitality experts live at the show with an audience vote for the winner. To enter, head to the Imbibe Live website.

Find more information about the Imbibe Live masterclass programme and a full list of speakers here.

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