This week we attended Imbibe Live – always a highlight of the drinks industry calendar. As ever, it was packed with established and up and coming brands, showing the UK trade what they have to offer across the next year. As always, the industry’s top brands pulled out all the stops to impress!
For a change, the sun shone down, meaning that the outside area was a big hit. Brands including Jack Daniel’s Cider and Souther Comfort put on a show with outdoors bars, complete with deck chairs and a BBQ, which had queues of three deep when we arrived on Tuesday afternoon.
Inside, the WSET pitted drinks experts against each other in their #TopoftheClass challenge, which saw the trade compete to see who could answers a series of drinks questions correctly in the quickest time. Raspberry liquor Chambord put on a show, with a bright and fun stand that included a machine dispensing Chambord flavoured bubbles. America’s first bottled bourbon Old Forester also uses Prohibition era props to bring their message around being served before, during and after Prohibition to life.
The soft drinks industry were not to be outdone, with Schweeps, Fevertree and Fentimens all ensuring their stands were eye catching and serving delicious drinks!
Roll on next year!