Imbibe Live has announced that Mark Dorber is to be its 2014 Beer & Cider Ambassador. Mark, in association with Imbibe, has developed a programme of world-class educational features aimed at on-trade buyers and pourers keen to enhance their knowledge of beer and cider as a category, and ready to make the most of the opportunities this growing category has to offer.
Excerpts from accredited training sessions
In partnership with the Beer Academy, Imbibe Live will provide excerpts from accredited training sessions at the show on July 1st & 2nd 2014. Visitors will have the opportunity to attend 90-minute tasters of training courses covering a variety of key topics: from identifying the key flavours and characteristics of beer styles, to the raw ingredients and science of brewing, through to the cellaring and maturing of beers, and finally describing and upselling with theatre and panache.
Masterclasses, tastings and talks
Imbibe Live Theatres will feature masterclasses, tastings and talks presented by leading experts on a variety of topics. Highlights include ‘Beer Trends for 2014’ with Ben MacFarland, ‘The Beer List with Charlie McVeigh’ ‘Craft Beer with Will Hawkes’, plus a beer faults clinic, cider & food pairings, beer ingredients tutorials with master brewers and shoot-outs between leading brewers on the significance of materials over process and vice versa in producing great flavours in beer.
Mark Dorber and guests will also be running a series of informal pop-up tastings and talks from the Beer Academy stand over the two days of the show, whilst some of the country’s top beer sommeliers take visitors on Beer Safaris, highlighting key styles from established names as well as newcomers.
The diversity, beauty and sheer class of the best long drink in the world
Mark comments: “I am delighted to be working with the Imbibe team to develop beer content at the 2014 show, but to also show off the diversity, beauty and sheer class of the best long drink in the world. This year’s show has bigged up its beer offering, and will provide invaluable educational content and inspiration for on-trade buyers and pourers wishing to further their knowledge and ability to sell more and better beers to their customers.”
Imbibe Live
Imbibe Live returns to Olympia in its traditional beginning of July slot which is well-timed for the on-trade to think about its offering prior to the all-important final quarter.
For more information on Imbibe Live 2014 click here
If you source, buy or serve drinks within the licensed on-trade and want to keep up with key industry trends take a look at the video below and see why this is a must attend event and great fun too