INSIDE BAR CONVENT BERLIN 2025
THE INNOVATION, THE INSIGHTS, AND THE INSPIRATION SHAPING THE FUTURE OF DRINKS
Each October, the world of drinks converges on Berlin for the Bar Convent Berlin (BCB), Europe’s leading bar and beverage show, and arguably the most important date in the trade calendar.
For Wonderworks, it’s always more than an exhibition. It’s a living, breathing snapshot of the global drinks landscape, a place where brand innovation, design thinking, and creative storytelling collide. This year, we joined thousands of bartenders, distillers, distributors, and drinks innovators from over 80 countries to explore what’s next for the world of drinks.
From sustainable flavour solutions to reimagined brand experiences, BCB 2025 reminded us why we love this industry: it’s constantly evolving, endlessly creative, and full of passionate people pushing boundaries.
The big picture: Innovation through creativity and constraint
Despite headlines around moderation trends and shifting drinking habits, the atmosphere in Berlin was one of energy and optimism. Every corner of Messe Berlin buzzed with innovation, experimentation, and design ingenuity.
What struck us most was how brands are innovating with purpose, not just creating new products, but new systems, rituals, and connections around drinking. Whether it’s cutting waste, celebrating craftsmanship, or building new digital ecosystems, creativity is being channelled towards real-world impact.
1. THE RISE OF MINDFUL INNOVATION
One standout was Supasawa, a stabilised liquid replacement for lemon and lime that allows bartenders to cut waste while keeping cocktails consistent. Elsewhere, the rise of functional and flavour-driven alternatives, including sophisticated fermented blends and alcohol-free aperitifs, showed just how much mindful drinking has become a creative movement rather than a compromise.
2. SUSTAINABILITY THAT’S REAL, NOT RHETORICAL
This year, sustainability felt less like a buzzword and more like a design brief.
Monin showcased its new Yuzu orchard in Portugal, dramatically cutting the transport footprint of one of the world’s most in-demand citrus flavours.
This was sustainability re-imagined – not as marketing, but as meaningful innovation that enhances both efficiency and experience.
3. EXPERIENCES THAT ENGAGE EVERY SENSE
For Wonderworks, creativity lives at the intersection of storytelling, space, and sensory experience – and this year’s stands did not disappoint.
Monkey Shoulder brought a full kitchen service to life, serving culinary delights alongside cocktails inspired by their latest distillers cut innovation
House of Suntory balanced precision and artistry, serving origami-adorned highballs and cocktails with flawless attention to detail.
Conte Camillo RTS Negroni activation was a masterclass in simplicity: just a side of a stand with a small window that encouraged you to “ring for a Negroni” highlighting the Ready to serve aspect of their product that became the social media sharing moment of the show.
The Singleton used intimacy as theatre, an open, inviting stand that transformed hourly into a private tasting by drawing its curtains.
Botran Rum’s ‘Pure Cane Experience Room’ was an immersive, multi-sensory activation designed to showcase the brand’s Guatemalan heritage and shine a light on its new premium rum – Infinito. The space blended visuals, aromas, sound and guided tastings to create a rich storytelling journey.
Each reminded us that in a world of endless noise, emotion and craft still win attention.
4. PACKAGING AS STORYTELLING
Design was on full display across BCB. A few standouts:
Ode, a French apéritif brand, unveiled a striking sun-inspired cap – a bold orange or yellow orb that captured the warmth of southern Europe.
Tuff premium brandy packaging inspired by the dynamic interaction of fire and stone, merging innovation with deep cultural storytelling – with the cap made from volcanic stone
Score Tequila turned heads with its limited edition football decanters - designed to commemorate the 2026 FIFA World Cup. Each limited-edition bottle, representing the host nations, making it a collectible piece for enthusiasts.
Packaging this year wasn’t just decorative; it was deeply narrative, transforming bottles into artefacts that communicate origin, craft, and personality.
5. TECHNOLOGY MEETS TACTILITY
Even in a digital age, the best innovations were surprisingly human and tactile.
A standout innovation by Freecer: instant glass chilling using dry ice, allowing mobile bartenders to create perfectly frosted serves in seconds, no freezer needed. Elsewhere, Quattro’s ‘Spin & Shake’ bike activation invited visitors to mix their own margarita by cycling, turning engagement into entertainment.
It’s this marriage of physical interaction and smart design that defines the next generation of brand experience.
Lessons from the BCB Seminar Stage: The Future of Drinks in Motion
If the exhibition floor at Bar Convent Berlin 2025 showcased the craft, the seminar rooms revealed the thinking shaping the next chapter of the drinks world. From industry leaders and independent founders to creative pioneers, one theme stood out; the most successful brands are mastering strategic creativity, blending cultural awareness, consumer empathy, and bold reinvention.
Euromonitor’s Spiros Malandrakis set the tone by describing today’s environment as a “permacrisis”, a state of constant disruption that demands adaptability, not anxiety. Despite global challenges, premiumisation and mindful consumption continue to coexist. “We’re not just in a polycrisis; this is a permacrisis,” he said. “The brands that thrive are those that stay pragmatic and creative.” His message echoed throughout the week: drinkers aren’t choosing between drinking more or less, they’re choosing to drink better. Wellness, balance, and experience now define what “premium” really means.
That evolving mindset was brought to life by Imme Ermgassen, co-founder of Botivo, who captured the shift toward choice and consciousness rather than abstinence. “The next generation of drinkers isn’t defined by what they won’t drink; they’re defined by how they want to feel,” she said. The panel, which included Charlie Mitchell (CGA by NIQ) and Joy Hallman (Stranger & Stranger), agreed that design, storytelling, and emotional connection are the new cornerstones of loyalty. In an age where taste is only half the story, brands must now act like communities, offering belonging, not just beverages.
For Giuseppe Gallo, founder of Italicus and Savoia Spirits, innovation begins with bravery. He urged producers to see tradition as a creative springboard rather than a safety net. “Challenge is opportunity,” he said. “Find your gap in the market and have the courage to fill it, even if no one else sees it yet.” From the rise of the Spritz to the emergence of umami and matcha flavours, Gallo argued that the next wave of spirits will reward those who reinterpret heritage with imagination, not nostalgia.
This balance between local authenticity and global vision was echoed by Julien Hémard, CEO of Pernod Ricard Northern Europe, who spoke about leading with cultural sensitivity in a fragmented European market. “Global scale without local soul is a liability,” he warned. For him, success lies in humility, respecting the nuances of each market while maintaining a cohesive brand identity. It was a reminder that even the biggest names must stay curious, agile, and authentic to sustain trust.
Meanwhile, the LVMH Travel Retail Innovation Team demonstrated that creativity thrives under constraint. In airport environments where time, space, and technology are limited, they’ve crafted experiences that rely not on spectacle but on simplicity, from molecular cocktail pearls that burst with flavour, to scent-based whisky profiling and VIP cognac tastings. “In travel retail, you don’t have 30 minutes; you have 30 seconds,” they explained. “Clarity, not complexity, wins.” Their approach proved that emotional resonance often lands harder than digital showmanship.
Across every stage and speaker, one message rang clear:
The future of drinks belongs to brands that blend insight with imagination, those who can stay human while harnessing innovation.
Whether it’s heritage houses refining their storytelling, new players redefining what “drinking” even means, or luxury brands finding magic in simplicity, BCB 2025 showed that the next evolution of drinks isn’t just liquid, it’s the experience that surrounds it.
Why we love BCB
For Wonderworks, events like BCB are more than inspiration; they’re fuel. As a creative agency that helps drinks brands define stories, shape experiences, and enter new markets, Berlin gives us a 360° view of the culture we create for.
“We spend much of our time behind the desk bringing brands to life. But being at BCB – shoulder to shoulder with the people who pour, serve, design, and innovate – reminds us why we do what we do.”
BCB is demanding, exhilarating, and completely immersive. You leave tired but overflowing with ideas and a renewed appreciation for the creativity and collaboration that make this industry so special.
Looking ahead
From low-waste innovation to multisensory storytelling, Bar Convent Berlin 2025 reaffirmed one simple truth: the future of drinks isn’t just in the bottle, it’s in the ideas, the experiences, and the people behind it.
We’ll be carrying that inspiration into everything we do, helping brands craft not just what the world drinks, but how the world experiences it.