On June 11 and 12, Bar Convent Brooklyn (BCB) 2024 was held at Industry City in Brooklyn, bringing together people from the beverage industry—including global spirits manufacturers, importers, and bartenders. This annual event attracts key opinion leaders from the alcohol and beverage industries, providing a chance to capture the latest trends. Throughout the exhibition period, events featuring famous bartenders were also held at various bars in New York, aiming to energize the entire community. Here, we report on BCB 2024, which has bounced back with renewed vigor after overcoming the challenges of the pandemic.
（The bottle pictured bears the previous design. The current product may have a different label or shape.）
⇒Read Part 2: “The Growing Presence of Japanese Shochu in the U.S. Market Year by Year”
Text: Reiko Suga / Photography: Koichi Mitsui /
Composition: Contentsbrain / English Translation: LIBER
Bar Convent Brooklyn (BCB), one of the largest events in the beverage industry, started in 2018 and was held for the sixth time in 2024. This year saw a record-breaking attendance, with 5,300 participants from the alcohol and beverage industries—an 18% increase from the previous year. The exhibition featured 230 diverse brands not only from the United States but also from 48 other countries. In addition to showcasing spirits and cocktails that hinted at upcoming trends, the event held educational sessions on stage, fostering discussions aimed at advancing the future of the hospitality industry.
BCB 2024 held at Industry City in Brooklyn. In its sixth year, the event surpassed a record-breaking 5,000 attendees.
BCB is also an important event for identifying future trends in the beverage industry. Topics this year included the rising popularity of Mexican mezcal and tequila, as well as the use of Japanese honkaku shochu (single distillation shochu) in cocktails.
At each shochu brand booth, Japanese bartenders working in New York were invited to serve shochu cocktails, promoting awareness of shochu and highlighting its new potential. For the first time, a special section was also set up for awamori, an Okinawa specialty single distillation shochu made mainly from rice with black koji, bringing together many awamori brands and further showcasing the presence of Japanese spirits.
At the iichiko USA booth in the main venue, guest bartenders served cocktails made with iichiko.
Kenta Goto, owner-bartender of Bar Goto and Bar Goto Niban, showcasing his skills as a guest bartender at the iichiko USA booth.
In addition, a notable trend was the shift among younger generations toward reduced alcohol consumption, driven by an increasing focus on health. In response, various options such as low-alcohol drinks and non-alcoholic cocktails were offered, showcasing diverse ways to enjoy alcoholic-inspired beverages and wider product choices.
An especially interesting topic outside of alcohol was a session focused on mental health in the hospitality industry. Practical discussions centered on protecting mental well-being in a fast-evolving industry, addressing issues such as harassment from inconsiderate customers and ways to safeguard the working environment for hospitality staff.
While this glamorous industry is known for charismatic bartenders crafting iconic cocktails, a supportive work environment and mental care are essential to continue providing high-quality hospitality services.
With numerous beverage industry professionals gathered in New York during the exhibition, various networking events and activities were held outside the main venue at Industry City as well.
Cocktail events for consumers featuring iichiko were also held at Bar Goto Niban (474 Bergen St, Brooklyn, NY 11217, USA) and Katana Kitten (531 Hudson St, New York, NY 10014, USA), where guest bartenders served special cocktails.
BCB originally started as a B2B event, but by incorporating B2C-focused activities, it has successfully taken a dual approach to attract more beverage enthusiasts, filling the streets of New York with vibrant energy.
Continued in Part 2: BCB 2024 Highlights the Growing Presence of Japanese Shochu Year by Year.
⇒Read Part 2: “The Growing Presence of Japanese Shochu in the U.S. Market Year by Year”