Bar Convent Berlin was a powerful reminder that, despite the current economic headwinds, the drinks industry remains resilient, creative, and full of opportunity.
Here are my top takeaways:
AI Anxiety?
My many discussions around AI suggested the drinks industry is still in the initial stages of adoption. Yes, some brands are already leveraging AI across both front and back-end operations. But the overall mood was mixed. Tech optimism tempered by a little suspicion. Even fear. That vital human touch is, after all, deep-rooted in the sector. It has always been a people business. That’s how liquids are crafted. How great brands are built. And for now, I can’t see that fundamentally changing.
East Meets West
Giuseppe Gallo, one of the world's most respected mixologists, highlighted a fascinating shift in Western taste preferences. The rise of Asian flavours – think matcha and umami – is influencing liquid development. Consumer palettes are changing. Becoming more sophisticated. Fuelling a demand for more complex, savoury, and layered drink profiles. Offering a clear opportunity for brands to diversify and innovate.
Less Is More
Yes, drinkers are drinking less. But they’re also ‘choosing better.’ They’ve adopted a ‘quality over quantity’ mindset. And premium brands have taken note. Patrón, to take just one example, have introduced a shot-sized 50ml El Alto SKU. A luxury experience without the £200 price tag. It targets festivalgoers and drinkers seeking convenience and affordability.
Innovative formatting strategies like this open the door to more accessible premiumisation. The creation of bite-sized ‘perfect moments.’
Premium, Redefined
International Recognition + High Price = Premium. In simplistic terms, that’s how the industry believed premiumisation works. Well, not anymore. Today’s consumers value proximity, provenance, and, above all, authenticity. So, locally produced, carefully crafted drinks with great social content are gaining traction. Selective premiumisation is reshaping how value is perceived. And where it’s created. Brand strategists are taking note.
Sixty Is the New Twenty
The ‘boomers’ have become older. But they haven’t stopped drinking. The over-60s demographic is set to double in size over the next two decades. And they have money. Lots of it. More disposable income, in fact, than any other group. Relevance and respect are the keys to successfully targeting them. Get that right, and smart brands can unlock significant growth.
Tales of the Unexpected
Innovative and unexpected collaborations are generating buzz and broadening reach – creating truly memorable consumer experiences. German distillery Siegfried trailed a quirky partnership with Domino’s Pizza. A limited-edition gin inspired by pizza flavours.
And Dictador Rum have teamed up with French artist Richard Orlinski to create limited-edition bottles for its premium aged rums. This leftfield alliance features designs inspired by Orlinski's signature style, with vibrant street-art colours and a unique ‘Kong-head’ cork. With bottles priced from €175 to €40,000, depending on the edition, we’ve finally reached the stage where branding has become art.
My Final Thought:
For me, Bar Convent Berlin confirmed that the drinks industry is as competitive as ever and shifting towards authentic, experience-driven premiumisation, and innovative formats.
While AI adoption is mixed, success still hinges on the vital human touch. That is how brands stay curious, agile, and consumer focused.
Ultimately, the ability to attract and retain key talent will be the make-or-break factor for capitalising on these evolving trends. As always, the best people will make the biggest difference.