From flavour boldness to bar takeovers, the great and the good of the world’s on-premise channel congregate once again in Berlin this week.
From 9–11 October, the world’s beverage alcohol brands and bars will descend on Berlin for a vibrant few days of product sourcing, educational sessions and inspiration-gathering. This is Bar Convent Berlin [BCB], considered the essential meeting place for the global on-premise community.
Attendees can expect over 500 exhibitors along with a programme of masterclasses. And it’s not just contained within the Messe Berlin exhibition centre either – guest shifts return to some of Berlin’s most exciting bars too.
From Velvet, Kink and Wax On to Barro Negro Athens’ BCB Agave Embassy, knowledge will flow as will drinks. Paris-based Cambridge Public House is bringing a no- & low-alcohol focus, while for the first time in the event’s history, a closing event, in partnership with ‘the grand Campari hotel’, will wrap up proceedings.
“BCB is known for mirroring the current themes in the industry; at the same time new trends are always emerging here that will shape the coming years of the bar world,” says event director Petra Lassahn. “Our bar hotspots, which are manned by great bar teams, allow our visitors to experience them with all their senses and want to create unique moments.”
But what about the brands themselves?
We speak to some of the exhibitors at the show to find out what they’ve got in store, and to explore how they’re approaching newness right now. It might be a challenging time for bars in many markets – cost of living, inflation and recruitment challenges are all making themselves felt – but innovation is still high up the priority list.
Amber Beverage Group – Stand 18C32
BCB has become a “traditional event” for Amber Beverage Group, says the company’s global brand director or Rooster Rojo Tequila, Mantas Zlatkus. The brand has attended the event almost every year since its launch in 2018.
“Every year we try to come back with a mission to present our latest products, innovations of products, and cocktails to our best audience – the most loved bartenders,” he says. New for 2023 is the latest extension in the Rooster Rojo range: Rooster Rojo Mezcal. A 100% espadin agave mezcal bottled at 43%, the spirit will be served neat and in the Mango Margarita and Bloody Maria.
Zlatkus is confident that, despite the current economic environment, consumers and bartenders will continue to embrace newness. “It’s because of the natural hunger and curiosity of people for new things,” he explains. “Based on global research, we see that more than 30% of consumers are ready to try new things in the drinks industry. And this is the general population; we aren’t talking about early adopters or trendsetters who are just waiting for something new to appear.
“There’s always a share of classic cocktails and brands that are stable in the market, but the growth usually never comes from this segment. On the contrary, it comes from new products, new brands and innovations.”
Choya Umeshu – Stand 18D01
The world’s largest producer of ume fruit liqueurs, Japan-based Choya is heading to Berlin to showcase its core range alongside The Choya Single Year, Extra Years and Three Years. The brand also has new additions up its sleeve, including category-defying line extensions. The Choya Kokuto Umeshu is blended with dark rum, while Black Umeshu is combined with French brandy. Choya Gold Edition Umeshu, meanwhile, has been created with Cognac and then finished with edible gold flakes.
Willem Hunter, MD at Lighthouse Brands, which distributes Choya in the UK, says communicating the liqueur’s unique values is critical to growth right now. “Authentic Asian spirits are trending with consumers, and The Choya Umeshu brand produces the highest-quality umeshu liqueurs,” he explains. “Hence, we know that consumers will feel they are getting value for money even at more premium prices.”
Interestingly, it isn’t consumers that are exhibiting the most caution. “The biggest issue we have is with wholesale buyers, as this channel has become very risk-averse since Covid and is reluctant to take on any new products without proven demand,” he continues. “Bartenders and bar owners are their customers and are very open to trying new products – the difficult part is finding the route-to-market to on-trade customers.”
Heaven Hill Distillery – Stand 18B17
American whiskey stalwart Heaven Hill is back at BCB with its haul of Bourbon and rye brands. Evan Williams Black Label, Elijah Craig Small Batch, Rittenhouse Straight Rye, Larceny Kentucky Straight Bourbon and Pikesville Rye will all be on-stand. The company is the world’s largest family-owned Bourbon maker and the only heritage distiller to produce every major style of American whiskey.
The excitement extends beyond the show floor with a bar takeover at renowned Berlin bar Stagger Lee on Tuesday evening. New York-based bartender Chockie Lee will mix drinks and showcase both the whiskies and the role that indigenous ingredients can play in serves; something the brand owner feels strongly about. “Heaven Hill cultivates the traditions and history of America’s native spirit with fierce independence, passionate family ownership, dedication to quality and thoughtful innovation,” it says.
Alongside Chockie Lee behind the bar will be Jakob Etzold, Stagger Lee’s former bar manager, under whose guidance the venue won German, Swiss & Austrian Bar of the Year. The pair will also bring a corn-focused educational element to the evening.
Havana Club – Stand 20D06
Pernod Ricard-owned Havana Club will touch down in Berlin with its latest release, Havana Club Tributo 2023, which debuted in July. A blend of two rare reserves – the first a 16-year-old batch, the second a vatting with a minimum age of 23 years – with liquid distilled in 1978. With an SRP of US$450, it’s an elevated release that is indicative of where the rum category is heading.
“It’s been a great honour to craft this expression paying tribute to our unique rum-making traditions which have been passed down from generation to generation,” explains maestro Asbel Morales. “For the seventh release in the Tributo Collection, we’ve selected only the most superior reserves and experimented and fine-tuned to find the perfect blend of flavour, rich colour and, of course, craftsmanship.”
The brand has also teamed up with retailer The Whisky Exchange to release a one-off 11-year-old expression, bottled at 50% ABV. Limited to 2,400 units, the edition is a departure from Havana Club’s usual bottling strength of 40%-45%.
Alexandrion Group – Stand 20D21
Romania-based Alexandrion has a broad portfolio spanning Kreskova Vodka, Kingsbury London Dry Gin, Saber Elyzia Liqueurs, Del Chiaro Vermouth and Carpathian Single Malt, the latter set to be a strong focus at BCB. CMO Rob Curteis has also teased some new brands that will be revealed only at the show.
Despite consumers feeling the pinch, Curteis is enjoying the rise of premium spirits. “In a digital era, when exposure via social media is becoming a ‘need’, food and drink is one of the trendiest categories with the highest posting frequencies,” he notes. “Consumers may be more mindful of their disposable income by going out less frequently, but history shows us they then prefer to consume more premium spirits.”
Curteis sees this as an opportunity. “New innovations often find opportunities during economically challenging times,” he says. “Furthermore, the interest in new brands from bartenders looking to experiment is continuous. Our mission is to extend our portfolio further with new premium brands by addressing the most relevant consumer segments and channels for our brands.”
He also praises the role of the bartender: “The rising trend of expert mixologists that educate and influence consumers along with brands supporting them further with seminars, masterclasses and tastings play a crucial role in consumer behaviour and the formation of preference.”
Adriatico – Stand 18A18
Described as a new-generation amaretto, Adriatico is heading to BCB to present its third annual limited edition, this time aged in a Bonollo Grappa cask. Previous iterations included an ex-Bourbon matured amaretto, and another from a Caroni rum cask.
Co-founder Jean-Robert Bellanger is optimistic about the on-premise channel’s thirst for newness. “As our brand is pretty new [launched in 2019] and positioned as a premium range of liqueurs, we’ve not been obliged to increase the price due to inflation,” he says. “Adriatico remains a high-quality amaretto which is still affordable for a bartender who wants to provide a different approach to premium cocktails made with amaretto.”
At the same time, Bellanger is tapping into the trend for nostalgic drinks. “It seems there’s a strong revival of 1980s cocktails right now, including our good old Amaretto Sour.” He believes there’s a new kind of consumer who wants to drink classic cocktails with a twist and sees amaretto as a strong candidate for mixing things up. “For instance, our Puglia Colada [rum and Adriatico Bianco] or our Smokey Almond [mezcal and Adriatico Bianco] cocktails are among the best sellers in the bars where available on the menu.”
Altamura Distilleries – Stand 11B46
Altamura is all about wheat. The company shares its Italian home with the world’s only PDO-protected bread, and the link shines through in its namesake vodka. Altamura wheat is a heritage grain cultivated for over 2,000 years in the Puglia region that offers notes from aniseed and pepper to lemon zest, which the brand retains in its finished product.
At BCB, Altamura is sharing a booth with Lino Marchese from Oriental Bar in Venice and the team from Pisa’s Jeffer. The company will also partner with the St Regis in Vienna for a BCB takeover at The Ritz in Berlin. It arrives in the city fresh off the back of scooping Best International Vodka at Tales of the Cocktail, and being the vodka of choice at Dolce & Gabbana’s Masseria San Domenico closing party in July.
Giffard Liqueurs – Stand 18C22
France’s Giffard Liqueurs has been on the innovation trail of late, and will showcase both new ranges and old classics on the show floor. First up is its new alcohol-free range, which head of brand development Emilie Giffard says will “revolutionise the non-alcoholic offer”. By using maceration techniques, GIffard has created an expression that has a reduced level of sugar while still maintaining its complexity. Also on-stand will be the recently-launched Café du Honduras Premium Liqueur.
Nemiroff Vodka – Stand 18A46
Ukrainian brand Nemiroff today ranks as one of the top ten global brands in the vodka category, with a particularly strong presence in global travel retail. Founded around 225 years ago, it is perhaps best known for its range of flavoured spirits. At BCB, the namesake company will promote both its Nemiroff De Luxe line and Nemiroff The Inked Collection. The latter was initially launched as a GTR exclusive, but has since come to the fore as a versatile cocktail ingredient.
De Kuyper – Stand 20A37
De Kuyper is known for its vibrant product range. The company’s liqueur portfolio comprises Peachtree, Heering, Kwai Feh, Acqua Bianca, Muyu, Dutch Cacao, Mandarine Napoléon and Bébo, while it also offers Rutte Dry Gin and Genever. The focus at BCB includes communicating the diversity of liqueurs and celebrating gastronomy.
Noblewood Group – Stand 20C34
Montenegro-based Noblewood Group produces spirits across Europe, with a distillery in Latvia alongside a production facility in its home market. It makes Beluga Vodka, which today boasts a presence in more than ten markets worldwide. At BCB, Noblewood is showcasing an array of cocktails, as well as an education programme of mini-seminars. Its content has been curated by top bartenders from across the UK, Germany and Italy.
William Grant & Sons – Stand 20C05
While William Grant’s heritage is most closely associated with Scotch whisky, the company is bringing a steadfast cocktail focus to BCB. Whisky remains key though, with blended malt Monkey Shoulder flying the flag for Scotch-based cocktails. Meanwhile, zero-waste spirit Discarded will champion sustainable serves. Other brands to look out for include Tullamore DEW Irish Whiskey, Sailor Jerry Rum and Hendrick’s Gin.
La Hechicera – Stand 20D10
La Hechicera is the most awarded rum from Colombia. Aged in ex-Bourbon barrels, the brand offers complex notes of toffee, orange peel, tobacco and even roasted coffee. It is positioned as both a sipping and mixing rum, with its Banana Infused line extension. Delegates are invited to stop by to sample the range and discover both its core line as well as La Hechicera’s experimental muscat expression.
Bar Convent Berlin features 533 exhibitors and partners, 12,500 visitors from 88 countries, 82 talks and seminars and eight guest shifts. For more details, click here for the official website.
