Which UK trade shows and events are worth the investment for drinks brands, and should smaller independents exhibit at shows like Imbibe?

The community is cautious about trade show ROI and recommends a strategic approach rather than blanket attendance.

**Imbibe** — Generally not recommended. Members report: - Lots of negative feedback from brands in recent years - "An event with diminishing returns" - Last year was half the size of previous years; members are surprised it's continuing - Attendance includes many "glass collectors returning for free samples" rather than serious buyers - High costs (large stand, staffing, hotels, agencies) with limited lead generation

**UK Catering Platform** — Worth considering. One member who attended in 2019 secured direct sales from: - Fenwick buyer - Partridges - Several independent buyers (some converted to direct purchasing)

**Speciality & Fine Food (Olympia)** — Limited feedback in the discussion; ask directly in the group if considering.

**Decision framework members use:** - Consider opportunity cost: the stand/staffing/hotel costs could instead fund someone making 10 targeted calls per day for months - Pre-schedule meetings with existing customers and warm leads in advance to increase ROI - Shows work best for brands that are easily sold through sampling ("so good it will easily sell") or for new launches requiring brand awareness - Budget constraints matter: some agencies switched from Imbibe to NRB Manchester this year as a more cost-effective substitute - Focus on whether the event targets your actual buyer demographic vs. attracting non-purchasing attendees

**Caveat:** One member notes shows "should be a demand driver" but "ironically it could end up more about brand awareness if few leads" — clarify your actual goal (lead generation vs. awareness) before committing.