Square Meal to launch a mouthful
by Annie Byrne
The organiser of the Square Meal’s Venues and Events exhibition is to launch a new show modelled on the Square Meal Publications’ on-trade drinks magazine Imbibe. Due to be held at Earls Court on 13 – 14 July, Imbibe 2010 will focus on ‘bringing together premium drinks brands and key on-trade decision-makers’ in the wine, spirits, coffee, beer, water and soft drink sectors. Editor of Imbibe, Chris Losh, says that for many brand owners the on-trade is frustratingly inaccessible. “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.” Features of the show will include a food and drink theatre, a sommelier zone, training and business seminars and a programme of wine, beer and spirit tastings. The organiser’s Square Meal’s Venues and Events, attracts some 7,000 visitors annually at London’s Old Billingsgate.