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

A revamped masterclass programme at Imbibe Live 2023

Imbibe Live, the UK’s leading drinks industry event, is set to return this July, with two new live trade competitions, The Big Pitcher and The Great Imbibe Live Shake Off, joining a highly engaging schedule of innovative keynotes, tastings and masterclasses positioned to meet the needs of leaders from across both the off and on-trade. 

Taking place at London Olympia from Monday 3rd to Tuesday 4th July 2023, Imbibe Live will excite the drinks community once again with a diverse and innovative mix of drinks brands, services, tastings and masterclasses, providing both on and off trade visitors with all the unique tastes and tools needed to successfully run a business during these challenging trading conditions.

After conducting a series of insight sessions with an advisory panel of leaders from across the industry to truly define what both drinks venues and retailers require from events such as Imbibe Live, the exhibition team has completely revamped its programme of content at the show, launching a new theatre, Movers and Shakers, which will deliver highly topical panel discussions and keynotes, along with two new live competitions The Big Pitcher and The Great Imbibe Live Shake Off.  The Big Pitcher will showcase innovative serves and sustainable products live in a ‘Dragon’s Den’ style final to some of the industry’s top drinks and hospitality experts. While the The Great Imbibe Live Shake Off will pitch award-winning bartending teams from some of Britain’s best bars against one another, live on stage.

Refreshed for 2023, Imbibe Live’s busy schedule of masterclasses, tastings and panel discussions, will help drinks professionals from across the sector to discover how to leverage current and future industry trends to positively impact their businesses – be it how to navigate censorship in UK drinks marketing or maximising the opportunity competitive socialising presents, to exploring new trends in Japanese spirits or finding the must stock wines for an evolving customer base. 

Helping to curate this leading content programme, and all giving masterclasses of their own at the event, is an ambassador team of some of the industry’s biggest names. New ambassadors to the show in 2023 include Sophia Longhi (wine ambassador) – wine writer, broadcaster and Winner of The IWSCs Emerging Talent in Wine Communication 2022, Jack Sotti  (spirits ambassador) – broadcaster and former bartender of the Year at Diageo World Class,  Pete Brown (beer and cider ambassador) – British author, journalist, broadcaster, consultant and  British Beer Writer of the Year in 2021, and Andrew Busby (retail insight ambassador) – Founder of Retail Reflections and author of the best-selling book ‘Harry Was Right All Along.’ Imbibe Live is also thrilled to welcome back Laura Willoughby from Club Soda (low & no ambassador) who will also unveil the show’s dedicated low & no pavilion, and Lorraine Copes – Founder of Be Inclusive Hospitality who resumes her place as inclusivity ambassador.

Speaking about the return of this much-loved industry event, Shona Thomson, Exhibition Director at Imbibe Live, said: “We’ve invested significantly in refreshing our content programme for 2023 to ensure that our renowned schedule of masterclasses, tastings and panels is aligned perfectly with the need and interest of our attendees. We’re so excited about the two new live competitions which will no doubt add extra buzz to the show, while our programme of panels and key notes will give industry leaders a breadth of insight that can be found nowhere else.”

“We can’t wait to showcase all the brilliant brands and products, as well as invite you to enjoy our programme of show-stopping content and unique tastings. Whether you source, buy, produce, sell, shake or stir drinks – Imbibe Live is the place for likeminded professionals from both the on trade and off trade to come together to share new products, stories and build long-lasting relationships.”

Join us for the opportunity to discover and taste a wealth of top-quality beverage brands and the latest products to market, take advantage of invaluable networking opportunities and immerse yourself in our theatre programme curated by leading industry figures. 

Visitor registration for Imbibe Live is now open. Tickets cost up to £12.50 which covers access to the event on both 3rd and 4th July and all masterclasses. A portion of the profits from ticket sales is being donated to Imbibe Live’s partner charity for 2023 - The Drinks Trust.

For further information visit

Notes to Editors

For more information, please contact Fleet Street Communications on [email protected]

Enjoy this article? Make sure to share it!

Looking for something else?