Beer Exposed will take place at the Business Design Centre in Islington from Sept 25-28, with more than 100 exhibitors including Shepherd Neame, award-winning Thornbridge and pop star Tony Hadley's brewery Red Rat.
Des Mulcahy, of organising company Copper Tun, said he and business partner Matt Roclawski came up with the idea for the show after noticing an increasing interest in beer in UK supermarkets, and the boom in craft brewing in the US.
"This is not the familiar format of a beer festival," he said. "Interacting with the consumer is key - Beer Exposed is a forum for the industry
to provide a platform for our guests to discover the diversity and versatility of beer."
A big space will be devoted to the four ingredients of beer - grain, yeast, water and hops - and Copper Tun has signed up
experts including OLN contributors Zak Avery, Jeff Evans and Ben McFarland, who will lead themed walks and tastings on subjects
beer and food matching
and "taking the beard out of beer".
Mulcahy said: "We hate the word educational - educational makes it sound a bit geeky - but it is an experience as opposed to a festival. "