MHW’s Key Takeaways from Bar Convent Berlin 2026
From low- and no-alcohol cocktails to Mexican agave spirits, our team shares highlights from BCB’s 20th-anniversary show.
Published on:
October 20, 2026
Published By:
MHW Mark
MHW returned to Bar Convent Berlin (BCB) from October 12–14, joining beverage brands, bartenders, distributors, importers, and other industry professionals for three days of new products, tastings, education, and networking.
The trade show marked its 20th anniversary this year, drawing approximately 11,000 visitors and more than 400 exhibitors, according to post-event figures. MHW met with brands, clients, and industry partners from around the world.
Here are some of the biggest takeaways from our team’s time in Berlin!
Bigger Booths and Plenty of Coffee
Although BCB had fewer exhibitors than in 2025, the MHW team noticed many brands investing in larger, more elaborate booths. Some exhibitors turned their stands into full bars with seating, while others featured leather-sofa lounges. There were even full cornhole tournaments and parfumerie stations.
A special shoutout to our clients Dos Hombres and Tanduay, both of whom had incredible booths!
Coffee was everywhere, too. MHW’s New York City subway-themed booth included a full espresso bar, but we weren’t the only ones! “Everywhere you looked there were nitro coffee machines, espresso martinis, coffee-infused liqueurs, and more,” says MHW Director of Growth Marketing Brigid Mannarino (McCabe).
Low & No Was Everywhere
Non-alcoholic and low-alcohol beverages had a strong presence at this year’s show.
According to Brigid, more than 25% of the team’s meetings were with no- and low-alcohol suppliers.
And this year, their booths were spread throughout the exhibition halls rather than clustered in one area.
These suppliers also served some of the most inventive cocktails the team saw at BCB, offering creative alternatives to traditional alcoholic drinks.
Mexican Agave Spirits & American Whiskey
Tequila and other agave spirits stood out this year, with many producers from Mexico exhibiting their brands. The MHW team saw this as a sign of growing interest in agave spirits in Europe, where producers are looking for opportunities beyond the established U.S. market.
American spirits had a strong presence, too. The Distilled Spirits Council of the United States (DISCUS) supported a large pavilion featuring rows of American whiskeys and other U.S. spirits. “This may have been their largest BCB stand yet,” says Brigid, “with Michael Bilello (president and CEO of the American Whiskey Association) making notable networking and organizational impact.”
U.S. Market Entry and E-Commerce
MHW also met with suppliers interested in entering the U.S. market.
MHW and e-commerce agency BevStack participated in several joint meetings with suppliers to discuss “90 Days to the U.S. Market” and how brands can make maximum immediate commercial sales and marketing alongside a U.S. launch.
These conversations covered how importation, distribution, and e-commerce can work together to help brands launch products and reach U.S. consumers.
Continuing the Conversation
BCB gave MHW another chance to meet beverage brands looking to enter the U.S. market, expand distribution, or explore other markets.
Through our importation, compliance, logistics, fulfillment, accounting, and distribution services, MHW helps brands plan and manage bringing their products to market.
Thank you to everyone who stopped by our booth and met with our team at BCB’s 20th-anniversary show. We look forward to keeping in touch!