Once again, Byron Beatty visited Bar Convent Berlin, and these are some of his key observations from this year's event, highlighting the trends, innovations and developments shaping the global drinks industry. From premium ready-to-shake cocktails to the continued growth of low-and-no alcohol, several themes stood out.
Convenience meets quality: ShakaCan
One of the brands attracting attention wasShakaCan, a premium ready-to-shake cocktail concept created by former bartender Andrew Nicholls. The product offers a convenient way to prepare cocktails without compromising on the experience of making and serving a drink. The concept uses a removable lid and patented reusable cap incorporating a strainer. Consumers simply add ice, attach the cap, shake and pour directly into a glass. Cocktails such as Daiquiris and Pornstar Martinis are among the serves available. The brand reflects the growing opportunity for products that combine convenience, quality and an engaging consumer experience.
Tequila and the premiumisation opportunity
Tequila was another prominent talking point, with brands such asCódigo 1530 highlighting the category's evolving position in the global spirits market. Growing investment from major drinks companies suggests continued confidence in tequila's potential, supported by changing consumer perceptions of its provenance, production and versatility. However, rather than one spirit dominating the market in the way gin did during its boom, growth opportunities may be spread across a broader range of categories. The continuing popularity of cocktails is likely to benefit not only tequila but also gin, vodka, juices, syrups, bitters and foaming agents. This reflects the wider consumer trend towards 'drinking better and spending more', with consumers increasingly willing to trade up and explore more premium drinks experiences.
Low-and-no alcohol: A permanent shift
The growing importance of low-and-no alcohol was a recurring theme throughout the event. These products are no longer viewed simply as alternatives for consumers who abstain from alcohol, but as an established category in their own right. Increasingly, consumers are moderating their alcohol consumption rather than giving it up altogether. One emerging behaviour is 'zebra-striping', where consumers alternate between alcoholic and non-alcoholic drinks during the same occasion. This behaviour presents further opportunities for the drinks industry, particularly within cocktails. Consumers choosing to moderate their intake may still be willing to spend on premium alcoholic serves, making quality and experience increasingly important.
The experience beyond the drink
Another interesting development discussed at the event was 'bricking' – the use of a simple device to block distracting apps and notifications on smartphones. The concept is designed to encourage people to disconnect from their devices and engage more fully with their surroundings. Some bars and cafés are beginning to experiment with the idea, encouraging customers to put their phones away and focus on face-to-face interaction. It highlights a potential opportunity for hospitality venues to differentiate themselves through more immersive, social experiences.
A changing industry
Overall, Bar Convent Berlin highlighted an industry continuing to evolve around changing consumer expectations. Convenience, premiumisation, cocktail innovation and moderation remain important drivers, while new concepts are also emerging around the wider drinking occasion and hospitality experience. For brands and businesses operating in the sector, the opportunities extend beyond the liquid itself. Product innovation, quality, experience, and an understanding of changing consumer behaviours will all play an important role in shaping the next phase of drinks industry growth.