BCB Brooklyn 2026: what not to miss
This year’s BCB Brooklyn event is set to welcome almost 200 exhibitors, from major spirits companies to innovative newcomers.
*This feature was first published in the May issue of The Spirits Business magazine.
There’s something special about New York City in the summertime. Picture a cocktail in hand on the Brooklyn waterfront as you make your way through some of the most creative serves conjured by the city’s best bartenders. This is what you’ll come across at Bar Convent Brooklyn (BCB), the annual drinks-trade show that returns to Industry City from 9 to 10 June this year.
At the event, some of the leading spirits producers from the US and overseas will descend upon the Sunset Park neighbourhood for two days of tastings, panel discussions and demonstrations.
Last year’s event attracted a record number of attendees, with more than 5,700 industry professionals. This year nearly 200 exhibitors are expected, including the likes of Angostura, Bacardi, Brown-Forman, Cazcanes Tequila, Choya, Disaronno, Everleaf, Mermaid Gin, and Zamora Company.
“Core spirits categories will continue to be the most represented at the show, particularly whiskey, Tequila and mezcal, gin and rum, as these remain the backbone of most cocktail programmes,” says Jackie Williams, event vice-president of BCB Brooklyn.
“In recent years, we’ve seen the biggest growth come from low-ABV and non-alcoholic drinks, along with mixers and other adjacent beverage categories, reflecting a shift in the industry.
“Bar programmes are becoming more diverse, and are continuously adapting for a range of consumer preferences.”
One of the biggest additions to BCB Brooklyn is the new Workshop Stage, which focuses on hands-on learning and practical skills for the trade. It will cover areas such as content creation, flavour development and beverage techniques.
The schedule includes sessions such as: ‘The Bartender’s Content Kit: Mastering Cocktail Photo & Video Content’, which explores how to create high-quality visual assets for digital platforms; ‘An Army of Bots’, focused on leveraging automation and AI for operations and marketing; and ‘Building Better Boilermakers: The Art of Beer & Spirit Pairing’.
This year’s event will also feature 14 Main Stage sessions curated by head of education Lynette Marrero, alongside expanded programming across the Park Street University Stage, Liquid Lounge Stages, and the VIP Lounge.
The Main Stage will cover topics such as ‘Why the Forest is the Next Frontier for Flavour’, and ‘Border Crossings: Bringing Latin American Spirits to Bar & Feed’. It will also cover areas such as inflation-driven pricing, the path to ownership and building teams without burnout, alongside drink development through fermentation, flavour layering and menu engineering.
Meanwhile, the exclusive VIP Lounge will host more intimate, discussion-driven sessions focused on leadership, creativity, and team dynamics.
On the experiential side, the Brooklyn event will showcase an expanded courtyard, anchored by a dedicated bar featuring some of New York’s top bartenders. Another new addition is the Garnish Garden, which will enable attendees to customise their drinks with fresh garnishes, while providing additional networking outside the traditional show floor.
“I’m especially excited about a few new and evolving experiences that bring both creativity and community to the forefront this year,” adds Williams. “One being Pride on the Pour – a curated, on-site recognition moment at BCB Brooklyn, celebrating LGBTQIA+ ownership, advocacy, and leadership in New York’s hospitality community through featured brands, guest bartenders, and storytelling rooted in the legacy of Stonewall.”
Bar Convent Brooklyn made its debut in 2018 as the sister show to the flagship Berlin event, as well as the new London fair that launched last year.
Williams notes that the US-focused show has “grown tremendously in recent years”. She says: “In 2018 we launched with the goal of creating a gathering place for working hospitality professionals – a space where bartenders, brand founders, distributors, and hospitality professionals could come together to exchange ideas, discover new products, and learn from one another.
“Eight years later, the event has expanded in both reach and scope, attracting a more global mix of attendees and exhibitors, while significantly growing its education-programming offering across multiple dedicated stages. What began as a focused industry gathering has evolved into a broader platform for discovery, learning, and business development, attracting professionals all across the bar and beverage world.”
She adds that this year’s focus is to bring new experiences to the stage by expanding the educational programming.
“Beyond that, it’s about continuing to listen to feedback from the community, and making sure BCB Brooklyn remains much more than just a trade show,” Williams notes. “We want it to continue to be the place where the industry comes together to share ideas and learn from one another year after year.”
Keep reading to see some of the stands worth visiting.
Beluga Vodka
Stand: 8A-506
Making its debut at this year’s BCB Brooklyn show is Beluga Vodka because the US is a “strategic priority market” for parent company Noblewood Group.
Brand manager Dejana Vucinic says the appetite for super-premium vodka has “never been stronger”, with BCB providing “direct access to the on-trade community at exactly the right moment in our US expansion”.
The key focus will be on the brand’s flagship Beluga Gold Line vodka, but the company will also showcase Oyster Gin in the US for the first time. It is “rooted in the botanicals and coastal culture of the Adriatic”. Both brands will be presented through signature cocktail serves.
A highlight of the cocktail offering will be the Beluga Gold Martini with caviar, which is said to “capture the essence of the Beluga experience”, and taps into bartender interest in “savoury, ultra-refined cocktail serves”.
Spirit of Gallo
Stand: 8B-732
Californian wine-and-spirits producer and distributor Gallo will be showcasing its newly acquired Four Roses Bourbon at BCB Brooklyn. The Kentucky brand joined Gallo’s portfolio following the company’s US$775 million purchase from Kirin.
Beyond Four Roses, Gallo will bring its portfolio of brands, including Ron Del Barrilito, Lo-Fi Aperitifs, Montenegro Amaro, Select Aperitivo, Condesa Gin, Don Fulano, Tequila Komos, Germain-Robin, Jura, Mezcal Derrumbes, Horse Soldier Bourbon, and Montucky Cold Snacks.
Spirit of Gallo will be the first company in Bar Convent Brooklyn history to showcase beer.
In addition, Gallo’s stand will feature an “interactive and engaging component”, details of which remain under wraps.
Heaven Hill Brands
Stand: 8B-812
A returning exhibitor to Brooklyn, family-owned spirits company Heaven Hill is behind American whiskey brands such as Elijah Craig and Evan Williams, as well as Ocho Tequila.
“BCB Brooklyn offers a great opportunity to connect with industry leaders, partners and customers,” says Elayne Duff, Heaven Hill’s global director of advocacy.
Heaven Hill Brands will be putting the spotlight on several of its brands, including Ocho, Mezcal Vago, Elijah Craig, Heaven Hill Bottled-in-Bond, Old Fitzgerald whiskey, Widow Jane, and Bluecoat American Dry Gin.
Pop by the stand to get involved in the new Heaven Hill Passport Experience, with a special prize up for grabs for the first 50 participants. “Each stop in the booth reveals a hidden detail tied to a brand’s story,” Duff explains.
“Guests will use the clues on each page to find each element and earn a stamp.
“Once they’ve all been found, guests can head to the Competition Bar to complete their passport.”
Jose Cuervo
Stand: 8B-832
Back for its fourth year, the world’s biggest-selling Tequila brand is bringing a sensory agave-bar experience to BCB Brooklyn, with a focus on sustainability. The experience includes a full-scale sensory wall where visitors can interact with the process of breaking down and repurposing agave fibres, alongside sustainable cocktails served in agave-fibre cups and straws prepared by world-class bar teams from Mexico.
“We’re spotlighting the full Cuervo Tradicional 100%-agave portfolio, and leaning into one of the most important conversations in our industry right now: sustainability in spirits and cocktails,” says Jaime Salas, head of Cuervo legacy and advocacy.
The brand’s Sustainable Sips programme was launched in 2023 to help bars reduce their environmental impact. For 2026, the programme “features working operators who are actively redefining sustainable bar practices with techniques attendees can implement immediately”, adds Salas.
The full range of Cuervo Tradicional 100%-agave products will be on offer and guests will also be able to take home their own pack of agave straws.
Sazerac
Stand: IC20 and IC11
Two high-ABV expressions will be showcased for the first time at BCB Brooklyn by Sazerac: Myers’s Navy Strength Rum, and Sazerac Rye Full Proof. The latter expression is bottled at 62.5% ABV, and is “an intense sipping whiskey”, with aromas of rye spice, fresh dill, and smoky oak.
“BCB is one of the most important events, globally, in the spirits industry,” says Matt Ray, USA industry manager. “We can partner with many of our favourite accounts and introduce thousands of hospitality professionals to new products at the same time.”
The company will highlight products it distributes including Marie Brizard liqueurs, Cutty Sark Scotch, St James Rhum, Soho Lychee, Warner’s Gin, and Sobieski Rye Vodka.
“Expect bubble machines, swimsuits, and some exclusive BCB giveaways,” Ray adds.
Thomas Henry
Stand: 8A-610
For a refreshing taste, head to Thomas Henry’s stand to try its latest mixer: Vivid Watermelon.
There are also other fruity flavours on offer, including Mystic Mango and Pink Grapefruit. Beyond its mixer portfolio, Thomas Henry will also present its alcohol-free drinks range, Undone, with both non-alcoholic and alcoholic serves on offer.
“The focus is on modern drinking occasions: premium mixers that work both in cocktails and as sophisticated adult soft drinks, alongside non-alcoholic ‘spirits’,” says Marco Frizzarin, team lead international marketing. “We’re leaning into the growing low- and no-alcohol trend while showcasing versatility and quality.”
This year’s appearance marks the third time that Berlin-based Thomas Henry has exhibited at the Brooklyn fair. “As a long-standing partner of BCB globally, it’s important for us to continue growing this relationship and supporting the community and connect with our spirits brands partners,” Frizzarin adds.
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