From Agave to Low-ABV: The Trends Shaping the Future of the Bar Industry, According to BCB Brooklyn

Every year, BCB Brooklyn acts as a snapshot of where the bar world is headed next. With thousands of bartenders, brands, and industry leaders gathering in one place, patterns emerge—new ingredients, shifting consumer preferences, and evolving business realities.

We spoke with Jackie Williams, Event Vice President of BCB Brooklyn, about the trends defining today’s bar programs, the categories gaining momentum, and what the future of hospitality looks like from behind the bar.

What kinds of conversations or themes do you expect will dominate the show floor in 2026?

A major theme right now is the reality of running hospitality businesses in a challenging economic environment. Many in the industry are thinking carefully about pricing strategies, ownership models, and how to build sustainable teams. At the same time, there is an incredible amount of creativity happening behind the bar, with bartenders experimenting with fermentation, global ingredients, and new approaches to flavor development, from house ferments to savory cocktails and unexpected botanical flavors. There is also strong momentum around new product launches and emerging categories, as brands use BCB Brooklyn to introduce what’s next. BCB Brooklyn often becomes the place where those business conversations, product discoveries, and creative ideas come together.

What trends are you seeing among bartenders and bar programs right now?

One of the most interesting things about BCB Brooklyn is that many of the biggest trends reveal themselves during the event itself. When thousands of bartenders, brands and hospitality professionals gather in one place, you start to see common ideas emerge across the show floor: new ingredients, techniques and categories appearing in multiple booths and conversations. That could be new ingredients, production techniques or entirely new categories. Part of the excitement of the event is discovering those ideas as they unfold.

Are there any emerging spirits categories or cocktail trends gaining momentum?

Agave will continue to be a major force, but with more attention going to the breadth of the category, from mezcal and sotol to bacanora and other regional expressions with strong identity and provenance. We are also seeing rising interest in Japanese and other global spirits traditions, especially categories like shochu and umeshu that give bartenders new tools for lower-ABV and more nuanced cocktails.

More broadly, the industry is moving toward drinks with greater complexity and a stronger sense of place. That includes aperitifs, amari, culinary ingredients and a more developed no- and low-alcohol category. It is something we are seeing reflected across the BCB Brooklyn show floor this year.

If you had to describe the future of the bar industry in one word or phrase, what would it be and why?

Influence. The bar and spirits world has long helped shape broader drinking culture. Bartenders introduce new ingredients, techniques and global traditions that often spread throughout restaurants, nightlife and the wider beverage industry. That ability to influence what and how people drink will continue to define the future of hospitality.

What advice would you give young bartenders building long-term careers?

Invest in both your craft and the relationships you build across the industry. Seek out opportunities to learn, whether that is through mentorship, education or working in different styles of bars. The most successful bartenders tend to be the ones who stay engaged with the wider industry, continue developing their skills and support the people around them. Those relationships and experiences can shape an entire career.

For someone attending BCB Brooklyn for the first time, what’s the best approach?

Come with a plan but stay open to discovery. Review the education schedule and exhibitor list ahead of time so you know what you want to see, but don’t limit yourself to the show floor. Make time for education sessions, Main Stage conversations, and events happening across the week. Some of the most valuable moments come from unexpected conversations, whether that’s in a seminar, at a tasting, or between meetings.

What moment has reinforced why BCB Brooklyn matters to the industry?

One of the most meaningful moments was the first BCB Brooklyn after the pandemic. Seeing bartenders, brand founders and hospitality professionals finally back together again with that level of energy was incredibly powerful. It reinforced how important gathering in person is for an industry built on shared experiences.

More recently, the atmosphere at the 2025 show was another reminder. The event welcomed more than 275 exhibiting brands and the show floor was buzzing with packed education sessions, bartenders discovering new products and guests gathering in the courtyards for tastings with figures like Ian Somerhalder pouring Brother’s Bond Bourbon.

Is there anything that people do not ask you about the event that you wish they would?

People often ask about the size of the show or the number of brands exhibiting. What matters just as much is the quality of the experience once you are there. From the education sessions to the conversations happening on the show floor, BCB Brooklyn is designed to bring together thoughtful programming, respected industry voices and brands that are shaping the future of the bar world. The goal is for attendees to leave with ideas, insights and relationships that genuinely help move their businesses and careers forward.

Bar Convent Brooklyn (BCB Brooklyn) returns in 2026 as one of the premier gatherings for the global bar and spirits community, bringing together bartenders, brand leaders, distributors, and hospitality professionals for three days of innovation, education, and connection. This year’s event expands its hands-on programming with the debut of a Workshop Stage, alongside immersive experiences like the Garnish Garden and a dynamic courtyard bar featuring top New York talent. With a growing focus on emerging categories, technology, and real-world business insights, BCB Brooklyn continues to reflect the evolving landscape of the industry while staying rooted in its mission to support those behind the bar.

Register now and secure your badge to experience BCB Brooklyn 2026 firsthand.