BROOKLYN, N.Y. — Many trade shows offer alcoholic beverages in their activations and networking opportunities, using numerous strategies to do this safely and successfully. Every year, Bar Convent Brooklyn (BCB Brooklyn) — an event for bar and beverage experts that is organized by RX — hosts a curated mix of exhibitors consisting of premium craft spirit brands and mixers. Trade Show Executive (TSE) spoke with Jackie Williams, Event Vice President, BCB Brooklyn, RX Global, to learn how the show cultivates a safe, productive environment.
ANDREW: How does BCB Brooklyn prepare with exhibitors ahead of the event to safely offer alcoholic beverages?
JACKIE: BCB Brooklyn prioritizes responsible alcohol service by enforcing strict compliance measures. All exhibitors must complete and submit required documentation — including COLA [Certificate of Label Approval] for all products being samples, marketing or catering permits and a Certificate of Insurance —before the event.
All exhibitors must adhere to the sample-size pour guidelines of serving up to one-quarter ounce per sample. These protocols help maintain a professional environment while allowing attendees to explore products responsibly.
ANDREW: Are there any strategies that BCB Brooklyn implements when it comes to offering alcohol that most people don’t think about?
JACKIE: Absolutely. One key approach is our water sponsor; they provide an abundant supply of water, which we strategically place throughout the event to ensure our visitors stay hydrated.
We also collaborate with our venue, Industry City, and their food tenants, along with onsite food trucks and catering vendors to ensure food is easily accessible; this is essential for responsible consumption and keeping attendees engaged and energized while they experience the variety of spirits and cocktails on offer.
Additionally, since our venue is nontraditional and focused purely on sampling, we carefully manage logistics like securing a reliable ice supply — not just to keep drinks cold, but also to maintain the high quality of the cocktails being served by our exhibitors.
These efforts help create an event that’s both enjoyable and responsible, aligning with the unique nature of the space and our goals.
Related. Bar Convent Brooklyn Breaks Multiple Records in 2024
ANDREW: Offering alcoholic beverages at a trade show’s exhibit booths, activations or networking experiences is a time-honored tradition. How does BCB Brooklyn keep it fresh and exciting?
JACKIE: BCB Brooklyn began in 2018; the core exhibitor base of the event is centered around craft spirits, with our attendees being bar and beverage professionals who are there to network with peers and learn about new trends, techniques, and products in the domestic and international markets.
Since its debut, we’ve seen continuous growth in both exhibitors and visitors. To keep the experience fresh and exciting, we work diligently to expand our footprint, diversify our programming and create an environment where meaningful connections and collaborations thrive.
Each year, we welcome a mix of new and returning exhibitors, including emerging brands. We thoughtfully curate programming to engage and inspire attendees in different ways, as seen with our new dedicated no- and low-alcohol space.
Furthermore, our education sessions, curated by the industry’s leading experts, equip attendees with the insights and tools to navigate the key challenges and opportunities shaping the beverage world.
Beyond learning experiences, we offer fun, light-hearted opportunities for both attendees and exhibitors. For example, we hosted a Street Party last year, where everyone was able to gather together over pizza, cotton candy, drinks, lawn games, music and entertainment.
We also debuted the Writer’s Block — now renamed Authors Alley — where top industry names hosted book signings. At BCB Brooklyn, we’re committed to evolving with the industry, ensuring that every show is the best yet — so attendees and exhibitors leave already anticipating next year’s event.
ANDREW: BCB Brooklyn sees thousands of attendees every year. How does the show make sure that there are enough samples for attendees and that a diverse-enough selection of options is offered?
JACKIE: At BCB Brooklyn, we work closely with our exhibitors and their distributors to ensure we have enough beverages for our growing audience. Since only sample-sized products are poured and served throughout the event, we coordinate with each exhibitor to determine the right quantities to bring based on expected attendance.
Leading up to the show, we stay on top of the latest industry trends to ensure we’re offering a diverse selection that reflects current movements. For example, in recent years, we’ve placed a greater emphasis on no- and low-alcohol exhibitors to meet the growing sober-curious audience, which led to the debut of our No/Low-Alcohol Pavilion this year … it offers brands in this category a dedicated platform to showcase their products while giving attendees an immersive space to explore and learn about the evolving world of no- and low-alcohol spirits.
Additionally, we’ve aligned with sustainably-made exhibitors and explored emerging spirits categories like pisco and shochu, offering attendees a broad range of beverages that reflect evolving consumer and on-premise interests. This process is a bit two-fold: as we see more attendees each year, we can secure more exhibitors, and in turn, more exhibitors attract even more industry professionals to attend.
ANDREW: What can you share about BCB Brooklyn 2025 (which is scheduled for June 10-11)?
JACKIE: With expanded outdoor courtyard space, we’re introducing new onsite experiential activities, including more hands-on workshops and enhanced outdoor activations. I’m especially excited to welcome new exhibitors — there are several first-time brands joining us at BCB Brooklyn this year.
Beyond that, I’m looking forward to the heightened focus on global hospitality practices, continued sustainability-driven innovations and the integration of emerging trends like mindful drinking, which has led to the addition of the No/Low-Alcohol Pavilion at the show.
ANDREW: Is there anything else that you would like to add?
JACKIE: Community and connection are the cornerstones of BCB Brooklyn. It’s more than just an expo — it’s an opportunity for industry professionals to come together, share knowledge and build lasting relationships.
We’ve created a space where networking, learning and business development happen seamlessly, and we’re proud to see how the event continues to grow and evolve with the needs of the industry. Every year, we’re excited to introduce new trends, categories and ideas, and we look forward to continuing to foster meaningful connections and inspire the future of the bar and beverage world.
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