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Across my countless business trips, I have had the pleasure of attending, visiting, and working at various Bar Shows around the world.
Just recently, while walking through the stands at one of these events, I found myself evaluating the evolution of social behavior—analyzing dynamics, attendance, and generations side by side among those who, like me, were surrounded by hundreds of people and colleagues from that magical world called hospitality.
Even as years pass and economic crises alternate with increasingly tight budgets, the bar community continues to show up with enthusiasm and a desire to share. They arrive from all over, often catching trains or flights right after a shift without sleeping for days, just to be part of this mechanism.
Smiles, hugs, and life or work stories shared in front of a brand stand, accompanied by toasts—alcoholic or not—among people who treat the Bar Show as a gathering place: an opportunity to shake hands with their “idols”; or simply reconnect with old colleagues whom they would otherwise rarely meet.
Role Dynamics and Networking
Clear role dynamics come into play here. There are the bartenders who have already made it; or famous bartenders who use national and international Bar Shows as a platform for public relations, meeting industry players to strengthen existing collaborations or build new ones. Then there are the emerging yet well-known figures building lasting relationships and future projects. And finally, there are hundreds of bartenders—young and old—coming from small towns and provinces who, through hard work and passion, do everything they can to attend a celebration that repeats every year in different cities worldwide.
The Era of Excess and the Pursuit of Innovation
This is where the dynamics evolve. Years ago, when events were few and major gatherings even fewer, attending an international Bar Show was a genuine professional development mission: an opportunity to sample new products while meeting importers and distributors.
Brands presented new products, generating engagement and delivering a significant ROI on their investment. Bartenders met just as they do today, but left pure entertainment to what still makes these events unique: guest shifts at top city venues hosting the world’s leading mixologists.
In subsequent years, a proliferation of trade shows and a slowdown in new ideas turned many Bar Shows into mostly festive gatherings. Respectable events risked turning into endless alcohol-fueled parties starting at doors-open and continuing late into the night across dozens of guest shifts.
The New Generation and No/Low Alcohol
Fortunately, things are changing today. Call it what I like to call “evolution”; call it a younger generation that is more curious and mindful of avoiding public excess, or call it brands listening to modern drinking trends by producing less conventional items and making room for No and Low Alcohol products.
The new bar community is rewriting the rules and experiencing trade shows differently, pushing brands to evolve in turn. The joy of meeting remains, as does the magic of seeing star mixologists and sampling products across the board.
But one fact stands above all: a new dynamic in attending Bar Shows and industry events has begun, and I cannot wait to see where it leads us.
Diego Ferrari
Diego Ferrari 