If you buy, sell, serve, or craft drinks, Imbibe Live is a must-attend event. As the UK’s foremost drinks trade fair, this annual gathering at Olympia London brings together producers, buyers, bartenders, sommeliers, and innovators. Offering a rich experience of tastings, learning, networking, and discovery, it equips you with inspiration and insight to elevate your beverage strategy and business.
Venue, Dates & Timing
Imbibe Live returns to Olympia London, Grand Hall, Hammersmith Road, W14 8UX.
- Dates: 1–2 July 2024
- Opening Hours: 10:00–18:00 both days
Ticketing & Admission
- Trade Visitor ticket: approximately £12.50 + VAT for both days
- Late registration may incur higher rates; advanced booking is recommended
- Trade-only event: Valid hospitality/retail IDs are required at entry
- A percentage of ticket proceeds supports alcohol-industry charities like The Drinks Trust and Only A Pavement Away
Accommodation & Transport
Olympia is accessible and well-connected. Nearby hotels include:
- Novotel London West – business-friendly with modern rooms
- Hilton London Olympia – premium amenities, close proximity
- Premier Inn Hammersmith – comfort and value
- Ibis Styles Kensington – stylish budget pick
Arrive via Kensington (Olympia) Overground, Hammersmith Underground, or local buses. Limited parking is available; public transport is recommended.
What You’ll Experience
1. Exhibitors & Tasting Zones
Over 200 brands present beers, spirits, wine, cider, mixers, soft drinks, low‑ and no‑alcohol options across curated areas like the Craft Showcase and International Pavillions.
2. Masterclasses & Panels
Expert-led sessions explore drink trends, sustainability, marketing, recruitment, and operational challenges. Topics range from rum myths with Ian Burrell to plant-based beverage innovation.
3. Tasting Room
An intimate space for guided sampling of premium products—spirits, beer, wine, and low‑ABV innovations are highlighted by industry experts .
4. Mixology Lab & Competitions
Watch live cocktail tutorials and high-energy competitions like the Great Imbibe Shake Off—featuring top bartenders demonstrating skill and creativity.
5. Industry Matters Forum
Panels led by luminaries, including Miles Beale (WSTA) and Kate Nicholls (UKHospitality), debate topical issues such as alcohol duty, inclusivity, and mental health.
6. Low & No-Alcohol Zone
A dedicated area for innovative alcohol-free beverages, including tastings, trend talks, and interaction with Club Soda advocates.
Who Will Benefit
- Liquor and bar buyers
- Bartenders, mixologists & sommeliers
- Hospitality and drinks retailers
- Brand ambassadors and distributor reps
- Beverage innovators and product developers
- Drinks marketing and operations professionals
If your role involves beverages—this event speaks directly to your needs.
Key Benefits
- Discover new products—craft spirits, beers, mixers, soft drinks, no‑alcohol alternatives
- Stay ahead of trends—sustainability, diversity, technology, and format innovations
- Expand your knowledge—gain insight from masterclasses and panels
- Grow your network—meet suppliers, peers, and decision-makers face-to-face
- Build skills—learn cocktail trends and take part in competitions
- Support the industry—your attendance helps fund charitable initiatives
How to Prepare
- Register early to lock in the best rate
- Check session schedules and reserve masterclass slots
- Map your visit based on exhibitors and session priorities
- Bring business cards or digital contact details
- Wear comfortable shoes—expect two full days on your feet
- Bring a reusable water bottle for hydration between drinks
Maximizing Post-Event Returns
Take action after the event by:
- Following up with your preferred suppliers
- Testing and adopting the most relevant products or concepts
- Sharing insights with colleagues or clients
- Applying new techniques learned from demos and classes
- Monitoring trending formats discussed at the show
Final Thoughts
Imbibe Live isn’t just about tasting drinks—it’s a launchpad for growth. With product discovery, trends insight, expert education, and networking all under one roof, this event is a catalyst for beverage excellence. Stay competitive, be inspired, and enhance your business and skillset.
Book Your Ticket Now
Secure your trade ticket to Imbibe Live 2024 and unlock the future of beverages: