Imbibe Live, the UK’s premier event for the drinks industry, is taking place from Monday 1st to Tuesday 2nd of July 2024 and promises an array of newly curated content designed specifically to provide drink professionals, distributors, importers and stockists with the tools and insight to grow their businesses.

This years show features over 100 international drinks brands covering the full range of drinks categories, and a jam-packed programme of masterclasses, providing wholesale buyers with the insight and tools they need to be able to grow their businesses.

From discovering the latest trends and must stock beer, wines and spirits, to discussing strategies on how to adapt to potential new policies under a new government, Imbibe Live will be presenting the sector with so many opportunities to help wholesale businesses flourish.

So, what should you look out for at this year’s show?

Deepen Your Understanding of Future Drinks Trends

Wholesalers, buyers and distributors that keep up-to-date with customer behaviour, emerging drinks trends and evolving categories will be able to ensure the experience they offer their customers remains relevant, fresh and exciting.

At the show this year, research firm Nielsen IQ, will be revealing the standout drinks trends to watch in 2025/26 across beer, wines and spirits to help the off-trade make informed decisions on how to keep product ranges relevant and fresh.

Tips and Tools to Run Your Business Effectively

With the announcement of a general election on 4th July, the alcohol industry is likely to face a new set of challenges and opportunities. To help prepare for all eventualities, WSTA will be hosting a session which will dive into the rise of non-alcoholic beverages, premium drinks, convenient options, as well as analyse potential policy changes under a new government and discuss strategies for the industry to adapt, navigating stricter regulations.

Now more than ever, it is also important that businesses have a robust EDI programme in place which is reflective of this diverse workforce. Lorraine Copes, Equality, Diversity & Inclusion Ambassador and Founder of Be Inclusive will be speaking to experts from across an array of underrepresented groups and communities, to discuss current barriers to entry, and what the drinks industry can do to promote greater diversity and inclusion in its work force.

Find the ‘Next Big Thing’ for Your Product Line-up

Imbibe Live aims to help those in the off-trade curate a best-selling product line-up with exclusive insights and tastings from a diverse range of exhibitors. There will be unique opportunities to sample an exquisite new selection of wines, spirits, and artisan beverages at the French and Italian pavilions, as well as the chance to discover which brands are making waves in independent beer at the SIBA’s new Indie Beer Bar pavilion. Also new to the show for 2024: the Campo de Agave theatre, featuring tastings and masterclasses dedicated to all things agave, organised by Club Cantina.

From no & low alcohol to craft beer, sparkling wine and agave spirits, visitors can expect a jam-packed two days of innovation. With hundreds of drinks producers to meet and flavours to enjoy, attendees can experience the latest product developments from across the world and across categories. Big names exhibiting at the show this year include Schweppes, Damm and AU Vodka.

Also at this year’s Imbibe Live will be the hotly anticipated return of leading wine competition the Sommelier Wine Awards (SWA). SWA will launch the comprehensive ‘Gold Book’ for the awards, detailing the rankings for all the wines, trophy presentations, and tastings of some of the highest scoring wines from this year’s competition. A great resource for wholesalers looking to develop their wine offer.

Network with Experts

Imbibe Live brings together the entire drinks industry, providing attendees with a space to network, meet new people and learn from industry experts such as Ian Burrell, Melissa Cole and Pete Brown, while giving you all the tools you need to elevate your business strategies in line with consumer demand.

Visit Imbibe Live 1-2 July 2024, Olympia London, W14 8UX

To find out more or to buy tickets, click here.

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