Come to stay: The BCB "Spirit of Honor"

For many years, BCB has chosen partner countries and put their exhibitors and products centre stage at the trade show. Last year, a spirit was highlighted as the "Spirit of Honor" for the first time. A concept that opens new opportunities for exhibitors and visitors.

There was no getting around it at BCB 2023: Agave! The trend around tequila and mezcal, which has gained increasing attention in recent years, took centre stage last year with its own special hotspot with a bar and education area. Together with the "BCB Agave Embassy", the idea of the "Spirit of Honor" was also born.

New concept offers new opportunities

In contrast to the "Country of Honor", the new BCB concept gave exhibitors from all over the world the opportunity to participate with their products. Previously, this was only possible for exhibitors from the respective partner country, who presented products from a wide range of categories at a joint country pavilion. At the "BCB Agave Embassy", however, tequila and mezcal producers from a wide range of countries were able to present their products at the buy-in bar. The bar area was manned by none other than the well-known bar team from "Barro Negro Athens", who convinced visitors of the speciality of agave with special drink creations for three days. The additional education area, curated by "Club Cantina" and "Barro Negro Athens", allowed inquisitive minds to delve even deeper into the topic of agave.

"The 'Spirit of Honor' offers the great advantage of being able to focus on a spirit in all its speciality and diversity. Thanks to the combination of an education area and its own bar with great drinks, BCB gives the respective spirit exactly the international stage it deserves," says Petra Lassahn, Director of BCB.

Great honor for the "Spirit of Honor"

The "Spirit of Honor" not only attracted attention at the trade fair, but also in political circles. The Mexican embassy also became aware of BCB, as agave and its spirits are of great importance to Mexico. The day before the fair, there was an official reception at the Mexican embassy for all producers of agave spirits at BCB. Among them were many representatives who had travelled all the way from Mexico to Berlin. The event was an invitation to exchange ideas in a relaxed atmosphere and was an excellent prelude to three exciting days at the trade fair with agave as the centre of attention.

But that's not all: Mexico's ambassador to Germany, Francisco Quiroga, took the opportunity to see the trade show for himself as a visitor. “Bar Convent Berlin has proven to be an exceptional platform for networking and showcasing the different nuances of the vibrant spirits industry. It was an invaluable opportunity for our Mexican exhibitors, and I could feel their pride in representing our country’s rich heritage in spirits. BCB is an ally of Mexican spirits, and for that I am very grateful” he said afterwards. In total, over 100 agave spirits were presented at BCB 2023 - more than ever before.

What will happen in 2024?

The premiere of the "Spirit of Honor" in 2023 proved to be a success. A concept that will be continued this year. The BCB team will announce which special spirit will be chosen as this year's "Spirit of Honor" shortly.