Heering unveils redesign at Bar Convent Brooklyn

The world’s first cherry liqueur brand, Heering, hosted a trio of events during Bar Convent Brooklyn (BCB) – and unveiled a new bottle design.

BCB took place at Industry City in Brooklyn, US, from 13-14 June.

Heering, the world’s most acclaimed cherry liqueur brand, hosted an ‘eye-catching’ booth at BCB, designed to celebrate the brand’s signature red colour.

Visitors were able to sample cocktails such as the Heering Old Fashioned and Heering Jungle Bird, while discovering the brand’s heritage bottles. In addition, guests were given an exclusive preview of a new bottle design, which will launch later this year.

However, the brand’s first activation, called Sip & Spray, took place on 12 June, where ‘key tastemakers’ and influencers in New York showcased their artistic skills by creating cocktail-themed art under the guidance of street artist Hektad.

The event served Heering cocktails throughout.

The third event was a pop-up hosted by Mark de Witte, CEO of Heering’s parent company, De Kuyper Royal Distillers. The pop-up soirée took place in the Soho neighbourhood of New York. Trade professionals, including bartenders, attended to enjoy ‘Cocktails & Bites’ by Heering.

This year’s BCB welcomed more than 4,500 visitors as it celebrated its fifth year.

Over the two-day event, 198 exhibitors from 51 countries and 46 US states were available to discover.

Furthermore, BCB hosted 55 education sessions featuring 121 speakers.

More than 475,000 drinks and spirits samples were poured throughout the show.