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Imbibe Live announces top industry ambassadors for 2018 - REGISTRATION IS OPEN

Imbibe Live, the UK’s largest on-trade drinks show, has announced Mia Johansson, Xavier Rousset MS, Mitchel Adams, and Tom Oliver will be ambassadors for the 2018 event, supporting the creation of the popular features and masterclass programme.

The ambassadors have decades of experience in the on-trade, and will work with the Imbibe team to bring the latest trends and best speakers from around the world to the show, which will take place on 2 and 3 July.

About the ambassadors

Mia Johansson, spirits ambassador for this year’s event has worked in leading bars in New York, London and Sweden, such as Milk & Honey and The Dead Rabbit. She is co-founder of Soho cocktail bar Swift, alongside her husband Bobby Hiddleston. She was also recently crowned Imbibe’s very own Bar Personality of the Year 2018.

Mia said of her appointment: “I’m super excited both to be able to experience the full energy of the Imbibe Live show, and to meet everyone from across the UK at one of the biggest days in the drinks trade calendar.

“It’s going to be really fun to see what I can contribute, I’ve got a much bigger platform doing this here than I do standing behind the bar at Swift. We’ve seen a lot of interesting spirits hit the shelves over the last year, and I’m keen to make this the most exciting year of Imbibe Live yet.”

Wine ambassador Xavier Rousset MS is one of the country’s biggest restaurant names, having set up wine-driven bistros Blandford Comptoir and Cabotte to great critical acclaim. Last year as Imbibe Live’s wine ambassador, he introduced the Winemakers’ Cellar to the programme, an area used for tasting some of the best wines and champagnes from around the world. He won the Hot Stuff category in Imbibe’s Personality of the Year Awards in 2011 and Restaurant Personality of the Year in 2013.

With another slew of awards under his belt and his own graphic handbook, Brew, to his name, Mitch Adams, operations director of Borough Wines & Beers, bounds back to take the beer reins. With several decades in the on-trade before joining Borough Wines, including award-winning stints at the helm of The Thatchers Arms and The Bull in Highgate, expect topical coverage as well as in-depth reviews of key categories in this fast-moving field.

Fresh from his latest release, Understood in Motion #3 with fellow world-leading cidermaker Ryan Burk of Angry Orchard, Tom Oliver of Oliver’s Cider & Perry returns for a second year as Cider Ambassador, determined to illustrate further not just how and why to sell quality, craft cider, but also to continue to share the aspirational and inspirational side of this orchard-based drink.

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.

For further information and details on registaring for you visit visit

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