Imbibe Live announces new ambassadors ahead of 10th year

Other: People

Imbibe Live, the UK’s leading on-trade drinks event, has announced Monica Berg, Christine Parkinson, Mitchel Adams, and Tom Oliver as industry ambassadors for 2019, supporting the creation of the show’s popular features and masterclass programme.

The ambassadors are incredibly successful figures in the drinks industry, and will work with the Imbibe team to bring the latest trends and best speakers to the show, which will hold its 10th edition on 1 and 2 July.

Monica Berg is one of the leading bartenders coming out of Scandinavia. Her work includes Muyu liqueurs and the upcoming bars project Tayēr + Elementary which she will launch with partner Alex Kratena in London this spring. Her past bar experiences includes Michelin starred Pollen Street Social in Mayfair and micro-distillery bar HIMKOK in Oslo.

Originally a chef, Christine Parkinson created the wine list for Hakkasan in 2001, and went on to become head of wine for the group, which includes Michelin-starred restaurants Hakkasan and Yauatcha, with operations in London, USA, the Middle East, India and China. Christine has been called ‘one of the most creative wine buyers in the UK’ by Jancis Robinson, and her lists have won numerous awards. She was also recently crowned Imbibe’s very own Industry Legend at the 2019 Personality of the Year Awards.

Christine said of her appointment: ‘I really am delighted with what we have planned for the wine programme at Imbibe Live. Each year the wine content gets stronger, demonstrating the incredible work happening within the industry around the world. I would encourage anyone working with wine to take advantage of the seminars, masterclasses and tastings available to them at the show.

Author of BREW, and operations manager and beer buyer at Euroboozer, Mitch Adams is back representing beer at Imbibe Live. With several decades in the on-trade including roles with Mitchells & Butlers Castle group, Borough Wines and an award-winning stint at the helm of The Thatchers Arms and The Bull in Highgate, Mitch brings an in-depth insight into the category to the programme, including beer and food pairing.

Tom Oliver is the owner of Oliver’s Cider & Perry and has been instrumental in bringing the aspirational and inspirational side of cider to Imbibe Live. He returns for a third year as Cider Ambassador in 2019 and will be highlighting the importance of the category to the UK on-trade even further this year.

‘As I return for my third year as Cider Ambassador, The Cider Pyramid continues to grow,’ commented Oliver, ‘displaying the breadth and quality of cider and perry, from the readily available refreshing kegged pub ciders to the finest bottled ciders on Michelin-starred restaurant drinks lists. I welcome everyone to share in the joy and pleasure of cider at Imbibe Live 2019.’

The Imbibe Live ambassadors represent the core areas of the show and visitors will find thousands of products used across the on-trade including, soft drinks, snacks, glassware and technology.


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