The Summer is always filled with a number of activities that we enjoy attending! One of those happens to be BCB Brooklyn; that we have attended for a number of seasons. This is a trade/industry only event that allows us to use brands that we have consumed over the years; as well as those that are new to the market. From Jun 9th + 10th, the hospitality industry comes together at Industry City to walk the tradeshow floors as well as to attend adjacent events within the spirits category.

As we have in previous issues, we chatted with Jackie Williams EVP of BCB Brooklyn ahead of this show to talk about what we can look forward to in terms of this show, what’s new and beyond! Next month, we will share what took place during this event.

ATHLEISURE MAG: We have enjoyed attending previous BCB Brooklyn’s and we’re looking forward to this one coming up next month! From an overview standpoint, what should we know about this year’s show?

JACKIE WILLIAMS: We’re so glad you’ve been part of the community, we can’t wait to see you! This year is our most expansive show yet. We’re introducing a brand new Workshop Stage focused on hands-on, practical learning where you’re behind the bar working with real ingredients and techniques you can take back and apply right away.

The courtyard is also playing a much bigger role this year, anchored by a dedicated bar with some of New York’s top bartenders, plus the new Garnish Garden where attendees can personalize their drinks through fresh garnishes. We’ve also introduced Premium VIP badge options for those wanting deeper access, and on the floor we’ve brought in more RTD brands, barware and hospitality technology platforms. But at its core, BCB Brooklyn is still what it’s always been - built for working hospitality professionals. We hope you leave with new connections and ideas you can actually use.

AM: What can you tell us about brands that we should have an eye out for that will be showing this year?

JW: BCB Brooklyn has become a real launchpad for product innovation - brands use it as their moment to introduce something new to the trade. We are very excited for the new brands and new products that will be showcased on the show floor. This year, Chinola Fresh Fruit Liqueurs is debuting their fourth expression, a new tropical flavor expanding their low-ABV lineup crafted from 100% fresh fruit; Badger Bevs is expanding their premium mixer portfolio with Cucumber Celery and Yuzu Lime; and there will be more announcements to come from brands across the floor.

AM: Are there any new categories that will be reflected in this show that we should have an eye out for?

JW: We’ve carved more space for no- and low-alcohol this year, which feels like a real marker of where the industry is. It’s well beyond novelty at this point - bartenders are building serious programs around it and the brands are keeping up. RTD, barware and hospitality technology are also taking up more real estate on the floor than ever, which reflects how much the business side of running a bar has changed. And agave keeps growing, not just tequila and mezcal, but regional expressions like sotol and bacanora that bring real depth to the category.

AM: We know that the education component is a major pillar of this show - what are 3 sessions you want us to know about?

JW: Rather than picking three, the education at BCB Brooklyn is really built across several distinct experiences. The Main Stage is where the big industry conversations happen, led by Lynnette Marrerro and the BCB Brooklyn 2026 Education Committee of respected voices working in hospitality today. Park Street University covers the business side with distribution, brand building, and operations. Our new Workshop Stage is hands-on, practical learning where you’re behind the bar applying techniques immediately. The Liquid Lounges are worth building into your day too - these are sponsored sessions where exhibitors, brand ambassadors, and industry leaders get into hot topics and trends, and share product samples. I recommend looking at the full schedule ahead of time and building your day around what’s most relevant to your business as there’s genuinely something for everyone.

AM: I love the courtyard as there is always something going on - what should we know about that for this year’s BCB Brooklyn?

JW: The courtyard is one of my favorite parts of the show and this year it’s playing a bigger role than ever. We have expanded to the East half of the Courtyard, which will be home to the Courtyard Bar East, running both days with a rotating lineup of some of NYC’s top bartenders doing guest shift-style takeovers - including our Head of Education Lynnette Marrero, Carl Radke and Richie Millwater of Soft Bar, Gelo Honrade of After Eden, and more. It really brings the energy of a live New York bar to BCB Brooklyn.

We’re also really proud of Pride on the Pour on June 10, in partnership with the Stonewall Inn Gives Back Initiative, it’s a community-driven gathering spotlighting LGBTQIA+ voices in hospitality, with Jazzul H from Stonewall Inn bartending and a cocktail menu featuring LGBTQIA+ owned and advocacy-driven brands.

And just steps away, the Garnish Garden is an interactive space where guests can pick fresh herbs and botanicals to customize their drinks, with a swing installation and plenty of moments designed for exploration and connection.

AM: Tell us about the inclusion of wellness in this year’s show?

JW: This year we’re weaving wellness through the whole show, not just a single session, but in the classroom and out on the floor. Dr. Jessica Pomerantz, a psychologist who also works behind the bar, is leading three seminars covering mental health, profitability, internal resources, and how culture gets built inside hospitality businesses. That dual perspective brings something to the conversation you just can’t fake.

And we’re taking it further with Between Shifts - wellness moments in the courtyard led by bartender and yoga instructor Samantha Casuga, from breathwork in the morning to guided meditation at the end of the day. A nice way to step back and reset from the energy of the show.

AM: Tell us about the BCB Brooklyn Brand Accelerator Pitch Competition?

JW: The Brand Accelerator Pitch

Competition is one of my favorites. Presented by Women of the Vine & Spirits, it gives emerging brands a real shot at getting in front of the people who can actually move the needle such as distributors, buyers, press and is open to first-time exhibitors, Emerging Brands Pavilion participants, and companies under five years in business. Finalists pitch live on June 10, judged on market viability, creativity, brand story, presentation and taste. The winner walks away with mentorship, distribution support, PR services, legal guidance and industry memberships - the kind of backing most small brands spend years trying to piece together on their own. I can’t wait to see who takes the prize home this year!

AM: In terms of food options, what can you tell us about what will be available?

JW: Food trucks and coffee pop ups will be onsite across both days, so there’s plenty to keep you fueled between sessions and on the floor, including a café in 7A. For VIP Club, VIP+ and Premium VIP badge holders, the VIP Lounge in the Game Room at Industry City is your all-day spot - coffee in the morning, light bites, and curated tastings from Beluga Vodka and CleanCo throughout the day. There are also many other wonderful food options located throughout the Industry City campus.

AM: If there is anything that we haven’t covered that you want to share as we prep ourselves for this show, let us know.

JW: Come with a plan but stay open. Review the schedule, and exhibitor list ahead of time, but don’t let that be the whole experience. Some of the best moments happen when things are unplanned such as a conversation in the courtyard, stumbling onto a brand you’ve never heard of, or a session that completely shifts how you’re thinking about something.

I also want people to know that we take sustainability seriously at BCB Brooklyn. We separate recycling, compost garnishes and excess materials, reuse booth builds and signage year over year, and our staff shirts are made from recycled materials. We partner with Trees for the Future, planting ten trees for every visitor who registers. Our parent company RX Global has pledged to be net zero carbon by 2040, and we back that up with education sessions on sustainability and climate action.

IG @barconventbrooklyn

PHOTOGRAPHY COURTESY | BCB Brooklyn |