Imbibe live logo in white
1–2 July 2024
Olympia London

About Imbibe Live

Where drinks mean business

Imbibe Live is the most important two days for the UK on- and off-trade drinks industry. This is an interactive event for anyone who sources, buys or serves drinks, helping discovery of new brands and innovative tastes.

Since launching in 2010, it's the one and only event that focuses on the entire world of drinks. From wines, beers and spirits to soft drinks, RTD's, mixers, tea, coffee, no-and-low abv drinks, waters and other associated products. Our aim is to enhance the customer experience and increase profitability.

Always trend-shaping, it plays host to revolutionary seminars, rare tastings and new products. It’s where you will find the novelties and form the connections that will grow your business.

Imbibe Live is a B2B event and is restricted to people aged 18+ years only.

Our values at Imbibe Live


At Imbibe Live we will always be here for this industry, using our platform to provide education, guidance, opportunity and charity.


As an event committed to sustainable practises and high ethical standards, we’re always working to promote similar efforts within our industry.


Imbibe Live wouldn’t be what it is without its people. That’s why we’re dedicated to creating and showcasing a culture of inclusion and diversity.

At Imbibe Live, everyone belongs. We cultivate a culture of inclusion at all our events, where the very things that make each of us unique are celebrated. Our exhibitors, attendees, partners and event colleagues are people from a wide variety of backgrounds, who make our shows stronger and our collective experience richer. 

Join us to discover all of these drinks products

Spirits & Cocktails

Beer & Cider

Wine & Champagne

No & Low Alcohol

Softs & Mixers

Other Services

Why Imbibe Live is for you

For visitors

  • Taste and try the very latest drinks industry trends and flavours
  • Reconnect with current contacts and forge new partnerships
  • Join masterclasses to hear expert insights to help you boost your business

For Exhibitors

  • Showcase your products and promote your brand to an engaged audience of drinks buyers looking for your new flavours
  • Meet with key business connections from the UK hospitality industry
  • Use our digital solutions to capture leads and organise key meetings

Imbibe Live in 2023

Imbibe Live reunited the drinks community once again with a diverse and innovative mix of exhibitors, partners, tastings and masterclasses. Providing visitors with all the unique tastes and tools needed to successfully run a business after a challenging few years. Explore the highlights, check out some of the recorded masterclass sessions and interviews on our YouTube channel. 

In 2023 we saw…









Serving the latest drinks industry news

Keep up to date with all the latest drinks trends, innovations, new flavours, event news and inspiring stories from around the drinks industry. 

Decarbonising the events industry, together

At RX, we are serious about sustainability. We are founding members of the Net Zero Carbon Events pledge to make our company, our shows and the wider events industry net zero. We commit to being Net Zero by 2040 and to make a 50% reduction in greenhouse gas emissions by 2030.

In 2023 we will publish our pathway to net zero, setting out our reduction strategy with key milestones for all our shows. Given the complex nature of our supply chain and the emissions associated with a show, it is only by working together as an industry that we will be able to reduce our impact. We are building a company of net zero heroes to take action and ensure a sustainable future


If you source, buy or serve products within the drinks industry, find out how Imbibe Live could support you in your role.


Join the UK's most talked about event for the drinks industry and meet with those who can take your brand further.