The Bar Journal

A floor report from 11-12 May 2026 of Barconvent London, held at Tobacco Dock in London. 

Made in Italy, served at BCB London

For the third consecutive year, the Italian Trade Agency (ITA) walked away from the stand-and-banner format and leaned fully into the bar experience. The result: a proper aperitivo moment on a trade fair floor, showcasing some of the most relevant Italian Aperitivo brands. Among the serves on offer, two stood out. The Oppure Margarita — 40 ml Oppure, 20 ml Italicus Rosolio di Bergamotto, 25 ml fresh lime juice, 10 ml agave syrup, salted rim — paired two Italian liqueurs in a citrus-driven build. Alongside it, the Savoia Rosso Negroni, built on Savoia Americano Rosso  By the end of day one, it is a signal worth watching. As participation formats evolve across the industry, the ITA continues to show how a national body can present with personality.

Cantina Mexico: a shared energy 

One of the most consistently busy spots across both days. Several Mexican producers came together under one roof to let the liquid speak, and visitors noticed. There is something about collective showcasing that creates momentum. When producers stop competing for footfall and start sharing it, stands come alive.

The importance of interactions

The collaboration with Satan’s Whiskers delivered a dedicated activation space, but the real standout was watching individual stands build their own engagement mechanics. The Irish Coffee challenge was a particular highlight: a simple, competitive format that pulled people in and kept them there. Brands that gave bartenders something to do, not just something to taste, were the ones that held attention longest.

Education is always the key

The education programme, developed in partnership with Park Street, was one of the stronger offerings on this year’s floor. The sessions covered real ground. The one on export strategy stood out in particular, walking through the key challenges of entering the UK, US and EU markets with the kind of practical detail that is genuinely useful for producers at any stage of internationalisation.

The sessions around brand-bar partnerships drew consistent questions from attendees. Advocacy as a business model, and how to build partnerships that actually hold value for both sides, remains a live conversation in the industry. It is something Italspirits knows well: advocacy sits at the heart of everything the team does. No signs of that changing.

No and Low: from niche to a dedicated area

The dedicated no and low area has expanded again, and the growth is visible. On-trade operators are asking different questions now, less about whether to list lower-ABV options and more about how to position and sell them. Last week the Class Awards event underlined this shift: the Italicus and Savoia Orancio Spritz saw strong demand on the floor, a reminder that well-crafted, sessionable serves do not need to compromise on taste or provenance to earn a place on a back bar.

A small stand does not mean less visibility

One of the clearest lessons from this year’s floor: stand size and stand impact are not the same thing. If the brand is known (or the people behind it are known) even a small, simple footprint can attract visitors and form a queue. Simple stands, perhaps with a single well-crafted cocktail, can draw crowds just as effectively as an elaborate activation. All you need is a delicious recipe, great cooling, and a strong brand element. It is a reminder that resourcefulness can outperform budget.

The packaging suppliers are watching

Something worth noting from both days: the significant presence of packaging suppliers (caps and glass producers) at a level broadly consistent with what was seen in Berlin in recent years. The pattern is becoming familiar. These suppliers are not following the brands; they are moving with the industry’s rhythm, and their continued presence signals ongoing investment and confidence in the category’s trajectory. 

Conclusions

BCB London 2026 did not feel like a fair in transition. It felt like one that has already transitioned. The question is no longer whether experience-led formats work. They do, and the busiest spots across both days proved it. The question now is how consistently the industry can execute on that understanding.

The signals are broadly positive: collective showcasing is gaining ground, no and low is earning its place on the floor rather than just in conversation, and education is asking sharper questions about how brands and bars actually build lasting relationships. Even the presence of packaging suppliers, steady and familiar, suggests a supply chain that is not hedging, rather it is investing.

What stays with us most, though, is simpler than any trend: the stands that worked hardest were not always the biggest. They were the ones with a clear point of view, a well-made drink, and people who knew how to share it. That formula has not changed. Everything around it has.