Imbibe Live is renowned for its ground-breaking features, packed full of practical ideas to take back to your establishment. Listen to talks from industry experts, get free business advice, take part in tastings across all drinks categories, including rare and new products, and learn about the latest trends.

All Imbibe Live sessions are free to attend.

2017 Programme Coming Soon!


Features Programme

Imbibe Live's innovative masterclasses, seminars, tastings and competitions are held at the show's main feature areas:

Wine Grapes IconWine Sessions

Developed in association with Imbibe Live's Wine Ambassador, Xavier Rousset MS, the Wine Sessions include expert-led masterclasses and tutored tastings by world-renowned wine producers. Visit to taste great wines, network with peers, and take part in unique training sessions and competitions.

In this area you'll also find the team behind the Sommelier Wine Awards. Visit to taste a handpicked selection of the winning wines of 2017 - all available exclusively to the on-trade and voted for by the UK’s top sommeliers.

Beer and Cider IconThe Beer & Cider Hub

The Beer & Cider Hub will be showcasing some of the best brews from around the world. Take your pick from a top programme of insightful talks and tasting sessions developed by Imbibe Live in association with Beer Ambassador Mitch Adams and Cider Ambassador Tom Oliver.

Taste Zone IconTaste Zone

Tantalise your taste buds with a programme of in-depth and unique tastings covering the entire drinks spectrum. From Beer & Food Matching to masterclasses on Sake and Whisky, the Taste Zone allows you to discover new products, explore specific categories and enjoy food and drink pairings in the company of experts.

Cocktail Lounge IconThe Cocktail Lounge

Want to add some pizazz to your cocktail list? Visit The Cocktail Lounge, Imbibe’s very own action-packed mixology lab, for a dynamic line-up of talks and interactive masterclasses curated by Imbibe Live Spirits Ambassador Stuart McCluskey and presented by the on-trade’s finest.

Academy IconThe Academy

Not only will Imbibe Live arm you with hundreds of new drinks ideas, but industry schools will be running training sessions designed to help you develop your product knowledge and service skills.

Centre Stage IconCentre Stage

The beating heart of Imbibe Live, Centre Stage will host Imbibe's legendary live competition finals, tastings and demos.

Wine Bar IconThe Wine Bar

The Wine Bar gives you the opportunity to get first-hand knowledge from wine producers and winemakers and try an exciting range of wines from small producers.

Water Bar IconWater Bar

With such a packed show and so many suppliers to meet, keep yourself sharp, focussed and rehydrated by taking time out with unlimited complimentary water, courtesy of our water sponsor, Thoreau