Imbibe Live 2024: Showcasing Diversity and Innovation in the Drinks Industry
The renowned drinks exhibition, Imbibe Live, took place on the 1st and 2nd July at Olympia London in Kensington. Among the diverse array of stalls was the Be Inclusive Hospitality stand, showcasing three Black-owned drinks brands: Zimasa Vodka, London Manya, and Kromanti Rum.
The event attracted thousands of professionals in the drinks industry who were eager to explore the latest innovations. Lorraine Copes, founder and CEO of Be Inclusive Hospitality, also served as an ambassador for Imbibe Live. According to the 2023 Be Inclusive Hospitality report, despite high ethnic minority representation in hospitality, their presence dwindles in influential positions. Imbibe Live provided a unique opportunity for drinks founders to connect with decision-makers and bartenders from the on-trade.
The visitors engaged with the stalls, sampling drinks and conversing with the founders. The event also highlighted Be Inclusive Hospitality’s work beyond Imbibe, including its development programmes and EDI consultancy. The audience was highly receptive, with buyers expressing a desire to diversify their purchases with innovation and quality being high on the agenda.
Spotlight on Up-and-Coming Brands
On Tuesday, July 2nd, Lorraine Copes hosted a masterclass titled “The Culture of Cocktails: A Spotlight on Up-and-Coming Drinks Brands” in the Cocktail Lounge. Founders of the featured brands—Cashain, Uche, and Zororo—shared their brand journeys. Cashain discussed reconnecting rum discourse to his roots in Carriacou, touching on Caribbean folklore, raw ingredients, and traditional medicine. Uche introduced Palm Wine, describing its production – the traditional champagne method. Zororo discussed her Zimbabwean origins and the Masau fruit, which inspired Zimasa. The audience tasted the fruit, emphasising the importance of heritage in creating this unique vodka. Lorraine facilitated an engaging Q&A session.
Advancing Diversity and Inclusion in the Drinks Industry
Later that afternoon, Lorraine chaired a panel titled “Advancing Equality, Diversity, and Inclusion in the Drinks Industry” on the Movers and Shakers stage. Panellists included bartender Ahsoka Wallace and Vicky Ilankovan, Executive Director of Equal Measures. They discussed strategies for making the drinks industry more inclusive. Ahsoka shared his experiences as a beneficiary of Equal Measures, highlighting employer training and neurodivergent inclusivity. Vicky discussed her nonprofit’s commitment to intersectional equity and practical steps to achieve a more diverse drinks sector.
Overall, Be Inclusive Hospitality at Imbibe Live was a tremendous success, filled with discussions, tastings, and exchanges. The Be Inclusive Hospitality stand was vital in supporting underrepresented founders to gain exposure and build the networks necessary for their future success.
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