The publishers of Square Meal & Imbibe Magazine are moving forward with the launch of the new on-trade drinks exhibition this July. The new show, Imbibe 2010, will build on the enormous success of Square Meal Publications’ on-trade drinks magazine, Imbibe, which has rapidly established itself as the market-leading publication for on-trade drinks professionals since its inception in 2007. The exciting new drinks exhibition, which will be held in Earls Court Two on 13th & 14th July 2010, has the specific purpose of bringing together premium drinks brands and key on-trade decision-makers.
Registration is now open at www.imbibe.com/2010, and more than 4,000 drinks professionals have already pre-registered to attend the July show.
Research undertaken by Imbibe’s expert team revealed that drinks professionals want a serious, business-focused exhibition to present all the different drinks sectors that are reflected in their back bar or wine list, cocktail list or chiller. Imbibe 2010 will respond to this market need by showcasing brands from all the major drinks categories and demonstrating how drinks professionals can use them to enhance their own offerings. The show will include the following drinks categories: wine, spirits, coffee, Champagne/sparkling wine, beer, mixers, water & soft drinks and related drinks accessories & accompaniments.
For many brand owners, the on-trade is frustratingly inaccessible – Chris Losh, Editor of Imbibe, concedes that, ‘it’s a notoriously tough market to crack, not least because sommeliers and mixologists are some of the hardest people in the world to access.’ That’s where Imbibe 2010 comes in. Through its programme of practical tastings and on-trend features, Imbibe has already forged a strong and engaged relationship with the on-trade.
In terms of visitors, Imbibe 2010 will be marketed to on-trade professionals with decision-making responsibility and whose goal is to get enhanced profits and experiences from their wet sales.