About

  • What is Imbibe Live?

    Imbibe Live is the innovative and interactive annual event for anyone who sources, buys or serves drinks in the licensed on-trade.

    Imbibe Live attracts thousands of visitors each year to Olympia London at the beginning of July. Launched in 2010, it is famous for attracting an audience that has shaped the on-trade for over a decade. From sommeliers to buyers and from managers to publicans and bartenders, this essential date in the drinks calendar sees the industry’s finest come together.

    It's the one and only event that focuses on the entire world of on-trade specific drinks – from wines, beers and spirits, to cocktails, soft drinks, mixers, tea, coffee, no and low abv drinks, waters and other associated products – all with a view to how they can enhance customer experience at the same time as establishing profitability.

    Visitors can listen to ground-breaking seminars, experience rare and unique tastings, source new products and discover new trends defining the future of the industry.