Last week, the Wonderworks team joined the industry’s best and brightest at the Edinburgh Bar Show (EBS) to explore the innovations, ideas, and trends that are transforming the drinks industry. As a creative drinks agency now proudly operating with a full team in Scotland, this was an inspiring moment to connect with the vibrant Scottish drink’s scene.

Here’s a taste of what we experienced:

UNPACKING COCKTAIL CULTURE WITH CAMPARI ACADEMY

We kicked off with an inspiring session led by Jono Mayes and Loris Contro of the Campari Academy. Their deep dive into UK cocktail consumption trends, backed by insights from CGA and IWSR, revealed some compelling shifts in consumer behaviour:

• Moderation as the New Norm: 75% of Gen Z and 70% of Millennials are moderating their drinking, favouring lower-alcohol options or mixing ‘Zebra Striping’—alternating alcoholic and non-alcoholic drinks—for a balanced experience.

• Daytime Drinking on the Rise: Health-conscious socialising has sparked a preference for earlier drinking occasions, with 5 to 8 pm becoming prime cocktail hours.

• Low-and-No Integration: Gone are the days of siloed low-and-no-alcohol sections. Menus now reflect a spectrum of strengths, offering inclusive and flavour-forward options for everyone.

GENERATION COLLABORATION: BRIDGING THE GAP

The Diageo Bar Academy delivered one of the standout sessions of the show with “Generation Collaboration.” Hosted by Marc McParland, with guest speakers Andy Gemmell from The Gate Glasgow and Claire Warner, co-founder of AEcorn, the discussion unpacked how generational differences shape the industry. Key takeaways included:

• Gen X: Trailblazers of today’s craft cocktail movement, from the bold experimentation of Milk and Honey to the rise of brands as integral parts of bar culture.

• Millennials: Innovators who turned bartending into a celebrated art form, championing the “Jerry Thomas Effect” and making destination bars globally popular.

• Gen Z: Purpose-driven creatives embracing transparency, sustainability, and experiential drinking, from at-home mixology to immersive bar concepts.

The session underscored how collaboration across generations fuels creativity and innovation—a principle focused on pushing boundaries that we champion in the industry.

BRAND ACTIVATIONS: WHEN CREATIVITY MEETS CRAFT

Two brand experiences captured our imaginations and showed why Scotland is at the forefront of brand activation:

• Johnnie Walker Drop: This short, multi-sensory journey introduced the Black Ruby expression in style. From immersive soundscapes to bold cocktails, it was a masterclass in storytelling by design.

• Edinburgh Gin’s Meet the Makers: A rich exploration of provenance and flavour, with insights from Dave Wilkinson, Edinburgh Gin’s head distiller. The sensory Botanicals Room and the sneak preview of their Rooftop Gin, featuring botanicals grown on-site, were highlights.

These activations perfectly balanced creativity and authenticity—a winning formula for any beverage brand looking to engage modern audiences

SUSTAINABILITY AND LOCALITY: THE NEXT FRONTIER

The theme of authenticity was woven throughout the show. Seminars like Discarded Spirits’ zero-waste session, led by Calum Fraser, and insights from Svanen Bar in Oslo highlighted the power of sustainable practices. From using surplus produce to sourcing naturally imperfect ice, these approaches offer innovative ways to reduce waste while enhancing the drinking experience.

For consumers, provenance matters. Regional ingredients, traditional methods, and local stories aren’t just trends—they’re essentials. Supporting local producers and celebrating heritage is how bars and brands stand out in an increasingly saturated market.

FINAL THOUGHTS: A TOAST TO THE FUTURE

This year’s EBS was a reminder of why we’re proud to call Scotland home. With our Scottish office now over a year old, events like this reaffirm our commitment to helping drinks brands connect with their audiences through innovative creative strategies. From insights into consumer behaviour to standout brand experiences, the Edinburgh Bar Show delivered the inspiration you need to turn brands into icons.

Here’s to raising the bar—in Scotland and beyond.

Ready to Transform Your Brand Experience?

If this has sparked ideas for your next big brand activation, we’d love to help. At Wonderworks, we’re committed to helping drinks brands uncover their wonder and create meaningful connections with their audiences. Let’s make your brand world unforgettable.