in the Mix Magazine

What in the Mix Magazine does

in the Mix Magazine is a privately held B2B trade publication covering the on-premise beverage and hospitality industry in the United States. Founded around 2006-2009 and based in Woodstock, the magazine operates as a digital-first title spanning categories including beer, wine, spirits, ready-to-drink, non-alcoholic beverages, travel, events, technology, and trade topics, with an archive of approximately 1,431 pages of content. It is positioned as the editorial and content-marketing arm of IMI Agency (Interactive Media & Information), a beverage hospitality agency that also operates adjacent SaaS and service products including IMIManage RFP Pro (an RFP management platform), PayBev (beverage payment processing), IMI Events (event planning and experiential marketing), and IMI Creative Services (creative and branding services).

The publication functions primarily as a content and advertising vehicle, monetizing audience reach through a 2026 Media Kit, sponsored editorial placements, and homepage banner advertising, with PayBev and IMIManage RFP Pro holding persistent advertising slots. Distribution is executed through the inthemixbyimi.com website, email newsletter, and social channels on Instagram, Facebook, and LinkedIn, targeting beverage professionals, hospitality operators, wineries, distilleries, and beverage brands. Coverage frequently doubles as promotion for IMI Agency's commercial offerings, including case studies such as an IHOP/IMIManage Promo gamification campaign, illustrating the publication's role as a top-of-funnel demand-generation channel within the IMI corporate ecosystem rather than a standalone independent media business.

Name

in the Mix Magazine

Legal name

in the Mix Magazine

Website

https://inthemixbyimi.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

in the Mix Magazine is a private B2B trade publication covering the U.S. on-premise beverage and hospitality industry, operated by IMI Agency as an editorial and advertising platform for beverage professionals, hospitality operators, and beverage brands.

Ownership category

akta.pro rank

Product category

B2B Trade Publication

NAICS

Periodical Publishers (513120), Newspaper, Periodical, Book, and Directory Publishers (5131)

SIC

Periodicals: Publishing Or Publishing & Printing (2721)

akta.pro primary industry

Food, Cooking & Beverage Magazines (MPAJAEAF)

akta.pro secondary industry

Business, Finance & Industry Trade Magazines (MPAJAEAM)

Keywords

• Beverage trade publication
• Hospitality industry news
• Wine spirits coverage
• Restaurant beverage trends
• Digital b2b media

Headquarters

HQ city

Woodstock

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Digital Commerce or Content

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Advertising: The magazine operates as a B2B trade publication generating revenue through advertising. The site features a media kit for advertisers and prominently displays sponsored content and partner advertisements including PayBev and IMI Manage RFP Pro.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

in the Mix Magazine is a national B2B digital trade publication covering the on-premise beverage and hospitality industry. It publishes editorial content across beer, wine, spirits, ready-to-drink, non-alcoholic beverages, travel, events, technology, and trade categories, and monetizes primarily through advertising partnerships with beverage brands, hospitality operators, and supplier platforms.

Product overview

in the Mix Magazine is a digital publication platform operated by IMI Agency, covering the beverage and hospitality industry. The publication features content across multiple categories including beer, wine, spirits, ready-to-drink, non-alcoholic beverages, travel, events, technology solutions, and trade topics. IMI Agency, the parent company, provides a complementary suite of services including IMIManage RFP Pro (an RFP management platform), PayBev (payment processing for beverages), IMI Events (event planning and experiential marketing), and IMI Creative Services. Together, the magazine and service platforms form an integrated ecosystem serving hospitality professionals, beverage brands, and restaurant operators.

Differentiator

Problem solved

Functional benefit

Products and services

• in the Mix Magazine Digital Publication
• 2026 Advertising Media Kit
• in the Mix Email Newsletter

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered minor and core.

• Cheers BevXminorStrategic or Co-development Partner · 1 January 2026The publication covered the 2026 Cheers BevX Movers & Shakers awards, recognizing three IMI community members among the honorees.
• IMI AgencycoreOthersIMI Agency is the parent company powering in the Mix Magazine. The publication is operated under the IMI Agency umbrella and features related services including IMI Manage RFP and IMI Creative Services.
• PayBevminorGTM or Marketing PartnerPayBev is advertised on the in the Mix Magazine website as a partner brand, appearing in the footer and advertising sections.
• IMI Manage RFP ProminorGTM or Marketing PartnerIMI Manage RFP Pro is featured as an advertising partner on the publication website.
• Chateau Elan Winery & ResortminorGTM or Marketing PartnerFeatured as event partner for Vineyard Fest 2026 coverage. The South's premier food and wine festival event was covered by the publication.
• Kessler HospitalityminorGTM or Marketing PartnerFeatured hospitality partner for Judgment of Paris 50th Anniversary event coverage at JW Marriott Savannah and Grand Bohemian Lodge.
• LevyminorGTM or Marketing PartnerFeatured as food and beverage partner for Northwestern University's New Ryan Field. Levy is a Chicago-based hospitality leader.
• Aramark Sports + EntertainmentminorGTM or Marketing PartnerFeatured hospitality partner for multiple events including Indianapolis 500, Las Vegas A's Athletic Club, and Super Bowl Brunch coverage.

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Direct peers

• Beverage Dynamics: Beverage Dynamics is a long-running B2B trade publication covering the on-premise beverage alcohol industry including wine, beer, and spirits. Directly comparable to in the Mix Magazine as both serve restaurant, hotel, and bar beverage professionals with industry news and supplier information.
• SevenFifty Daily: SevenFifty Daily is a digital trade publication covering the beverage alcohol industry for wholesale, retail, and on-premise professionals. Comparable as a digitally-native trade media outlet serving similar B2B audiences of beverage buyers, distributors, and hospitality operators.
• Wine Business Monthly: Wine Business Monthly is a trade publication focused on the wine industry business operations, including wholesale, retail, and on-premise channels. Comparable as a specialist wine trade publication serving similar B2B audience segments including beverage buyers and hospitality professionals.
• Imbibe Magazine: Imbibe is a magazine and media brand covering cocktail culture, bar professionals, and on-premise beverage trends. Comparable as a niche trade-leaning publication serving bartenders, beverage directors, and hospitality professionals with similar content categories to in the Mix Magazine.
• The Spirits Business: The Spirits Business is a leading global trade publication dedicated to the spirits industry. Directly comparable as a specialist trade magazine covering spirits categories, producer news, and industry trends with B2B advertiser base of distilleries and brands.
• Cheers Magazine: Cheers is a leading on-premise beverage trade publication covering bars, restaurants, and hospitality venues. Directly comparable as both target the same national on-premise account audience with editorial content, event coverage, and industry awards programs (Cheers BevX Movers & Shakers).

Broad incumbents

• Wine Spectator: Wine Spectator is a major wine-focused publication with both consumer and trade audiences, including restaurant wine programs. Comparable as a broad incumbent in beverage trade media with substantially deeper editorial resources, audience scale, and advertiser relationships than niche players.
• Beverage Industry Magazine: Beverage Industry Magazine covers the broader beverage manufacturing, distribution, and retail industry including beer, wine, spirits, and non-alcoholic categories. Comparable as an established incumbent in B2B beverage trade media with similar advertiser base to in the Mix Magazine's suppliers and brand customers.

Emerging players

• Hotel F&B Magazine: Hotel F&B is a niche publication covering food and beverage operations within the hotel and hospitality industry. Comparable as an emerging trade media outlet covering an overlapping segment of hospitality beverage buyers and F&B directors with editorial coverage and event programming.
• Punch (PunchDrink.com): Punch is a digital publication covering wine, spirits, beer, and cocktail culture with both consumer and trade content. Comparable as an emerging digital trade-adjacent publication covering beverage industry trends, bar professionals, and hospitality topics with similar content categories.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/inthemixmagazine
• LinkedInlinkedin.com/company/in-the-mix-magazine
• Instagraminstagram.com/inthemix.imi

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about in the Mix Magazine