Imbibe Live set to shake up the drinks industry

July 03, 2011 (PRLEAP.COM) Lifestyle News
After a successful launch exhibition last year, Imbibe has released further details about its on-trade drinks exhibition, Imbibe Live. The show will bring together premium drinks brands and key on-trade decision-makers at Earl's Court on the 5th and 6th of July, and is set to attract around 6000 key members of the drinks industry from around the UK.

Group Marketing Manager, Rachel Harty, said: "As a launch show last year, we were blown away by the success of Imbibe Live 2010. All aspects of the show worked in harmony, from the hundreds of leading brands who exhibited, to the thousands of serious drinks buyers who attended, through to the educational but engaging seminars, tastings and competitions. Creating Imbibe Live has been an incredibly exciting challenge we just can't wait to see it all happen now!"

Imbibe Live is packed full of special features including masterclasses and tutored tastings across all drinks categories, plus talks from industry experts, giving free business advice.

Confirmed guest speakers for the event include Alex Kammerling, Fred Sirieix, Andy Campana, Alex Turner, Gerard Basset MW OBE, Christine Parkinson, Peter McCombie MW, Stuart Hudson, Jared Brown, Anistatia Miller, David Wondrich, Ed Turner, Eric Fabre, Ben McFarland, Hamish Anderson and many more.

The event will include 'Feature zones' for guests to visit, including Liquid Profits, Hop & Apple Garden, Wine World, Shake It!, Taste Zone & Centre Stage, Sommelier Wine Awards Live and Wine Safari.

Imbibe Live first launched in 2010 at Earl's Court and has an ABC-audited attendance of 4,585. The show is targeted at on-trade drinks professionals with purchasing authority.

Launched in March 2007, Imbibe magazine has rapidly become the UK's leading magazine for on-trade drinks professionals working in premium UK establishments. Imbibe is an ABC-audited bi-monthly magazine, published by Square Meal Publications. More than 15,000 drinks buyers and servers in the UK receive the publication. Copies are available upon request.

For further information on the event or to register, please visit

Notes for Editors:

Confirmed sessions include:

The Architecture of Drinks with Bompas & Parr
Bompas & Parr, famous for glow in the dark jellies, Courvoisier's Giant Punch Bowl, breathable G&T, and numerous other wacky projects, will divulge their trade secrets to teach you how to bring a little of their liquid alchemy to your establishment.

Fred Sirieix's Art of Service
Star of the BBC's reality show 'Service', Fred will present his golden rules on how to train your staff so they deliver outstanding service.

Blend Your Own Wine
Blend your very own bottle of Imbibe Live 2011 vintage after a lesson with Eric Fabre, owner of Château d'Angles La Clape and ex-technical director at Château Lafite Rothschild.

Your Website Needs You!
What makes a website an effective business tool? Expert tips from digital marketing agency Obergine.

The Psychology of the Cocktail List
Alex Turner guides you through how to compile a profitable and consumer-friendly cocktail list.

Match of the Day (with 2011 Wine Merchant Of The Year Boutinot)
Taste some winning combinations as top sommeliers present their favourite classic and unusual wine matches with a selection of popular dishes.

Bar Black Spots
Savvy bar consultants Soulshakers talk trouble-shooting for bartenders.

Confirmed exhibitors include Bacardi Brown-Forman Brands, Bibendum, British American Tobacco, Chase Distillery, Diageo Classic Malts, el Jimador, funkin, Juiceology, Martin Miller's Gin, Monsoon Valley Wine , Saint-Joseph Wines, Sipsmith, Tequila Chamucos and Westmalle Trappist.

For all press enquiries, including images, please contact Rachel Harty on 020 7840 6269 or