DrinksFest, the new consumer show geared towards Generation X and Millennial consumers, has landed Amazon as a sponsor for the inaugural event.

The event is run by the team behind Cube Communications and is designed to showcase the very best in wine, beer, cider, spirits and low- and non-alcoholic drinks.

It takes place at London’s Olympia on October 28-29 and is expected to attract 4,000 consumers.

It has signed up household names including Brewdog, Banrock Station, Yellow Tail, Kumala, Echo Falls and Barefoot Wine.

Visitors will also be able to fill a virtual basket with their favourite drink from the show available through Amazon and then purchase it for delivery.

Sebastian O’Keefe, BWS manager at Amazon, said:  “We’re really excited to be DrinksFest’s exclusive retailer in 2017. As a business we’re always looking at ways to engage with both new and existing customers and DrinksFest offers us the perfect opportunity to bring our beer, wine and spirit offering to life by giving visitors the chance to try before they buy.”

DrinksFest director James Gabbani added: “To have a such a strong line-up of brands and such a high-profile retailer on board as we launch our first DrinksFest is absolutely fantastic.

“Together with our partners, we want to build one of the most dynamic experiential drinks events on the calendar. Visitors will be able to explore and discover the world of drinks through dozens of interactive workshops and stands, all geared up to delivering the best brand experience.”