BCB 2024 focuses on Business Networking and Education 

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For three days, Berlin once again became the place to be for the international bar and beverage industry. Attracting 15,114 visitors and over 500 exhibitors and partners, BCB once again more than lived up to its reputation as “Bartenders‘ Christmas” and a business hub for the industry from 14 to 16 October 2024. The extensive education programme also provided completely new highlights.

This year’s BCB once again drew the international bar world to Berlin offering the ideal setting for three days of networking at the highest level. 15,114 trade visitors from 87 countries came together at the event to gain exclusive insights into innovative products, deepen business relationships and benefit from the wide-ranging education programme. Networking between manufacturers, bar owners, bartenders and distributors took centre stage.

Ideal business contacts at the touch of a button

A separate Matchmaking Lounge was set up for this purpose, offering ideal conditions for constructive discussions. The whole thing was accompanied by the online “Matchmaking” tool that facilitated networking and appointment planning on site. Exhibitors and visitors were able to search for suitable contacts ahead of the trade show and arrange meetings at the event itself. A total of 1566 meetings were confirmed over the three days of the trade show.

“Important business is conducted in the industry at BCB every year. This year, we were able to take this aspect of our trade show to the next level thanks to Matchmaking. We’re delighted it went down so well and that it made us even more able to help our exhibitors and visitors forge ideal business contacts on site”, explains Petra Lassahn, Director of BCB.

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BCB sets new standards in education

The education programme at this year’s BCB was the largest in the history of the fair and was enhanced by numerous interactive workshops. Experts offered exciting keynote speeches, panel discussions, tastings and practical workshops in seven Education Areas.

The new stage concepts were especially well received: the Workshop Stage with its interactive sessions and full focus on practical tips proved a magnet for visitors. It was not unusual to see long queues behind the seating, as was the case at the session held by American content creator and drinks photographer Jordan Hughes.

“We took a close look at the industry and saw what it needs. Bartending isn’t just theory. And so the new Workshop Stage has delivered countless hands-on elements – from garnishing and carbonation to working flair. The Education Programme has once again cemented BCB’s role as the must-visit event of the year”, said Angus Winchester, BCB Director of Education.

The importance of good education – especially for the next generation – is also highlighted by Daniel Schöll, Brand Ambassador at House of Suntory: “For the next year, the industry should focus on educating people, getting new people into this amazing business, because we need young people to follow up all those great legends we work with today.”

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Agave spirits and the low & no segment continue to grow

Once again this year, numerous exhibitors used BCB to showcase their new products and innovations. The trade show thus offered a comprehensive overview of the current developments and trends that will shape the bar world in the coming years.

One thing is quite clear: the agave theme is far from over! The trend is still very much in evidence in the industry. There were some 100 tequila and mezcal products to sample at this year’s BCB. Just like last year, exhibitors of agave spirits were welcomed at the Mexican Embassy on the eve of BCB to toast three successful days at the show.

Another highlight at BCB was the “Low & No” bar, which established itself as a hotspot for innovative, low-alcohol and alcohol-free drinks after its premiere last year. The “Amaro Bar” team from London presented a range of flavourful creations proving that high-quality drinks are also possible without alcohol. The growing demand and large number of exhibitors emphasise the growing impact of this segment on the industry.

“This year, you could really see non alc and low ABV is in the play. The big winners, even on a small scale, are low ABV and no ABV. There's a shift in consumption going more to day consumption, dinner consumption and lower ABV. For us personally, we are under the same investor house as Undone, with a premium spirits and non-alcoholic spirits portfolio. It's a very exciting turf, rapidly growing and getting a lot of attention also in the on trade right now”, says Benedikt Fimpel, Head of Sales Export at Thomas Henry.

In addition to Low & No, vegan product alternatives were also a growing trend at the trade show. For instance, vegan egg white substitutes can ensure that you don’t have to miss out on creamy and flavourful cocktails without animal products.

“Since the beginning of this year, we see more and more brands adding vegan products to their product line. At BCB, we see our customers and get the confirmation by bartenders that our products for brands are on trend”, explains Marijke Meijer, Senior Sales Manager at Creamy Creation. A sustainable trend that is certainly worth keeping an eye on.

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Enthusiasm for wine in bars is growing

The Wine Workshop Area in the Palais of Messe Berlin was also very popular with the bar community, putting the topic of wine centre stage at BCB for the first time now. The workshops organised by Kalk & Kegel and Johannes Schellhorn were fully booked down to the last spot.

“With the Wine Workshop Area, we were able to offer bartenders great added value that was not yet available in this form at BCB. The strong interest and positive response show there’s definitely a need for further training in this area and that the bar world is open to wine, especially natural wines”, says Michael Pöcheim-Pech, wine expert and publisher of Kalk & Kegel.

Acquiring a taste for it: BCB Whisk(e)y Embassy delights visitors

At the BCB Whisk(e)y Embassy pop-up bar, the Collab Bar team from Hamburg led by Chloé Merz also demonstrated all the creative and modern cocktails that can be conjured up with the traditional spirit, proving all the more that whisk(e)y is for everyone! The Education Area went hand in hand with the bar hotspot, where the OurWhisky Foundation created a varied programme revolving around the topic of whisk(e)y. This opportunity for further education was also very popular. 

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Women in the bar industry: flagging up prejudice and misconceptions

“Do you even like whisk(e)y?” Unfortunately, women in the whisk(e)y industry still often hear comments like this. In one of her sessions at the BCB Whisk(e)y Embassy, Becky Paskin from the OurWhisky Foundation clearly explained that this old cliché is long outdated. She illustrated how unconscious bias fuels sexism in the whisk(e)y industry and what can be done to overcome it.

In a Main Stage Session, participants also highlighted the inequalities that still exist between the genders. Despite the increasing presence of women in management positions in the bar scene, they still receive far less than their male colleagues in negotiations, resulting in lower wages, fewer promotions as well as missed opportunities for advancement. The DBU stage also focussed on the current state of play and issues facing women in the bar industry.

“There’s definitely still a lot to do, but we’re already seeing positive developments for women in the industry. However, there needs to be better cooperation to address the existing problems. That’s why raising awareness on this topic is still extremely important”, summarises Maren Meyer, Chairwoman of the Deutsche Barkeeper-Union e.V. (German Bartenders’ Union), after the session. 

Anticipation for BCB 2025 already building

The continuous development and growing commitment of participants underline the importance of BCB as an indispensable event for international bar professionals and the beverage industry.

“BCB is just a massive collaboration of so many people from all around the world that come from everywhere to talk about the same thing – what they’re passionate about. This is what makes BCB so unique: The size but also the commitment of people that are actually coming to it”, says Martin Eisma, bartender at Diageo.

The three intensive days at the trade show are already fuelling anticipation for next year. From 6 to 8 October 2025, Bar Convent Berlin will once again attract trade visitors from throughout the world to Berlin to get together and shape the future of the bar and beverage industry.

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About BCB

BCB is one of the leading international trade shows for the bar and beverage industry. Every year, this is where a veritable who’s who of the German and European bar and beverage industry gets together to make new contacts, find out about the latest product innovations and attend educational seminars.

About RX

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