If you’ve ever wondered what it’s like to attend a major drinks industry event inside a greenhouse–log cabin hybrid, let us tell you: it’s hot. Really hot. But at the first-ever BCB London, the conversations were cooler than ever.

This UK debut of Bar Convent Berlin brought the global spirit of the show to Tobacco Dock. Across two full days, we spoke to over 50 drinks brands, soaked up the latest trends, and dropped into keynotes and masterclasses packed with practical, future-facing insight.

Compared to more formal events, BCB felt refreshingly open and conversational – ideal for building face-to-face connections. Better still, it was great to hear so many people say they’d seen our recent LinkedIn content, visibility we’ll definitely keep building on.

THE BRAND ENERGY WAS TANGIBLE – AND TASTY

If there’s one thing BCB 2025 confirmed, it’s that creativity is thriving across every drinks category. Established brands are experimenting with new formats, while upstarts are breaking through with flavour, brand activation, and bold design.

Mixer brands made a particular splash. Pisco Drinks brought bold, premium spicy sodas to the table – surprising, but perfectly timed for the rising demand for elevated soft serves. Foreva Farmers impressed with a sustainability-first ethos that felt genuine, not performative.

Arbikie Distillery offered a masterclass in purpose-driven drinks branding. A true field-to-bottle distillery on Scotland’s east coast, Arbikie is known for creating the world’s first climate-positive gin and vodka, produced entirely on their family farm.

In the spirits aisle, innovation continued to shine. Sunshine Punch leaned into personality-led packaging with their orange crème liqueur in a cheeky “sun creame” bottle – it looked good, tasted better, and stuck in the mind. Similarly, German brand Saint Ginger tapped into the ginger shot trend with a liqueur that felt equally at home in a bar or a wellness feed.

Inverxion Vodka got clever with back-bar visibility via a dual-orientation label design, ensuring brand recognition whether bottles were flipped or upright.

Showerings Cider stood out for elegant positioning as a wine or sparkling wine alternative – cider reimagined for premium dining moments. And yes, we finally got to experience the buzzed-about Papa Salt Gin in person. It didn’t disappoint: vibe, liquid, and packaging all hit the right notes.

Some brands doubled down on storytelling. Heaven Hill dug deep into the UK’s evolving agave scene, while Canti Aperitivo brought Mediterranean vibes to Tobacco Dock with a gorgeous stand and spritz-forward flavour.

Of course, BuzzBallz were impossible to miss – bright, spherical, and everywhere. Teeling Whiskey refreshed the crowd with iced coffee slushie cocktails (ideal for London’s sudden heatwave), and Beluga Vodka made tastings memorable with silent-disco-style headsets that kept brand stories crisp and clear.

And if you haven’t seen Ukiyo Japanese Gin, now’s the time – the packaging is as refined as the flavour.

BIG IDEAS FROM THE STAGE: WHAT THE EXPERTS SAY ABOUT THE FUTURE OF DRINKS

The keynote stages reminded us: brands that thrive aren’t just chasing relevance, they’re shaping it.

The biggest takeaway? A shift from volume to value. As IWSR data shared by Luke Tegner revealed, while spirits volumes may be slipping, premiumisation is propping up the market. Michael Vachon urged founders to focus on short-term wins with long-term goals – build something meaningful now or risk missing the next wave.

Imme Ermgassen of Botivo hit a powerful note on brand strategy: “Your bottle is your most powerful piece of media.” For her, it’s about capturing cultural energy with clarity, consistency, and emotional depth – from day one.

Fabrizio Leoni of The Heart Cut championed slow, relationship-first brand advocacy over flashy campaigns. His “People, Programme, Place” model was a smart reminder that the best traction often happens in the smallest, most intentional moments.

Then, Carly Foxwell and Liam Davy brought the hospitality-first perspective, advocating for the “Triple Win”: where the brand, the bar, and the guest all benefit. Their framework turned partnership into a philosophy, one that aligns perfectly with our values at Wonderworks.

WHAT WE’RE TAKING AWAY (BESIDES SAMPLE BOTTLES)

Events like BCB are why we love what we do. As a creative drinks agency, we’re obsessed with what’s next – from packaging design to brand activations and cultural cues that shift the game.

The rise of new formats, flexible occasions, and flavour-first storytelling is undeniable. Whether it’s a non-alc spritz, a coastal gin, or an orange-shaped liqueur, the drinks brands making noise are doing so with creative strategies, bold positioning, and cultural clarity.

We’re already applying what we learned at BCB to the work we’re building – sharper briefs, braver ideas, and bigger ambitions for the brands we serve.

BCB London 2025 didn’t just forecast the future of the drinks industry – it reminded us how powerful it is to be at the centre of it and gave us a fresh dose of inspiration – and a clear sense of where the drinks industry is heading next.

THE ROLE OF DRINKS BRANDS IN TODAY’S CULTURAL LANDSCAPE

Campari’s Cannes partnership illustrates a broader trend in the drinks industry: culture sells. Whether it’s innovative campaigns that celebrate diversity, collaborations with artists and musicians, or tapping into iconic cultural moments, drinks brands are positioning themselves at the forefront of a cultural renaissance.

However, success requires more than being in the right place at the right time. The key lies in authenticity and resonance. Partnerships must align with a brand’s identity and values, as seen with Campari, to create connections that last.

Taking your Drinks Brand to new Heights

As a creative drinks agency, we specialise in crafting strategies that help drinks brands thrive in the cultural spotlight. From identifying the right partnerships to designing innovative brand activations, we ensure your brand not only fits into the cultural landscape but stands out within it.

Explore our work!