8 lessons we learned at Bar Convent Berlin
From innovative blending techniques to the importance of giving space to diverse voices, these are our eight biggest takeaways from participating in one of Europe’s biggest bar shows.
Whisky is still very much in favour among Europe’s bartending community, as the popularity of the OurWhisky Foundation’s Whisk(e)y Embassy at Bar Convent Berlin (BCB) demonstrated.
Known as the ‘Glastonbury of bar shows’, BCB welcomed over 15,000 visitors from 87 countries to the three-day bar show at Messe Berlin (14-16 October). This year BCB shone a spotlight on whisky as its spirit of honour, establishing the Whisk(e)y Embassy as its go-to destination for visitors to enhance their knowledge.
As the show’s official education partner, the OurWhisky Foundation curated a diverse schedule of tastings, panel discussions and workshops for over 330 Embassy visitors, covering everything from innovative blending techniques and distillation styles through to media bias and sexism.
These were the eight biggest lessons we learned by participating in one of Europe’s biggest bar shows.
1. Diversity of speakers = diversity of CONTENT
Few drinks shows actively consider giving women and minorities an equitable platform to discuss whisky, with organisers unconsciously sticking to their contact lists of predominantly male speakers. To be given an opportunity to share the OurWhisky Foundation’s stage at BCB with men and women from across the world of whisky meant we could provide more diverse content, extending education, opinions and experience beyond the usual topics and voices. It’s well documented that diversity leads to more progressive and creative output, which is why it’s so important for drinks shows to consider which voices they’re giving a platform to. Without diverse speakers, the industry runs the risk of stagnancy.
2. The future of the whisky bar depends on hospitality
A new breed of whisky bar has emerged in recent years, offering a high energy atmosphere with party playlists and nitro cocktails on tap. But what does that mean for the slower, more traditional concepts? The Evolution of the Whisky Bar panel discussion accompanied by highballs and drams from Compass Box, concluded that the key to a successful whisky venue lies not in its atmosphere and menu, but its hospitality. Whisky bars should be as diverse as their customers, but those that fail to offer friendly, educational and non-judgemental hospitality to all guests in a safe, welcoming environment, will fail to attract new audiences.
The Evolution of the Whisky Bar (left to right): Becky Paskin, founder, OurWhisky Foundation; Cressida Lawlor, assistant bar manager, Sexy Fish; Chris Tanner, co-founder, Dram; and Racheal Vaughan Jones, marketing director, Compass Box (credit: BCB/FRB Media)
3. Sexism in the industry is a hot topic
The crowd that gathered for the OurWhisky Foundation’s Do You Even Like Whisky? workshop – which we provide for all our mentees and corporate partners – was by far the most-attended at the Whisk(e)y Embassy. Based on the results of our 2023 survey, this workshop drills into the unconscious bias that underpins attitudes toward whisky drinkers and triggers inappropriate behaviour toward women. At an exhibition featuring seven education stages and hundreds of exhibitors, the fact this session attracted such a large and focused audience shows how important a topic this is for much of the industry.
Contact us if you’d like to discuss providing this workshop for your teams.
4. American single malt shouldn’t be so confusing
It’s time Europe woke up to the exciting potential of American single malt, especially as it’s expected to gain approval as an official spirit category from the TTB ‘by the end of the year’. Ana Hinz, business development executive for Westland and Andrew Meissner, chief commercial officer for Virginia Distilling Co., explained how there is still confusion among whisky drinkers as to what American single malt is, and what differentiates it from Scotch single malt. However, education, brand outreach and that all-important TTB approval will help this diverse category gain prominence going forward.
5. Whisky inclusion is being hindered by the media
While improving inclusion in whisky starts with brands, the media has a responsibility to feature more female voices on its pages. That’s the consensus of a panel of writers, editors and PRs discussing the media’s role in changing attitudes toward female whisky drinkers. Practical advice for the media included quoting different voices from outside their usual circle, appointing diverse panels for tastings and discussions and generally selecting diverse imagery to illustrate articles. The Spirits Business editor, Melita Kiely, also said that brands could help the media improve diversity by not always automatically putting men forward for interviews, but seeking new, alternative female voices instead. Meanwhile, LXPR co-founder, Alex Irving, added that the female lifestyle media’s reluctance to feature whisky for Mother’s Day or Christmas gift guides is hindering efforts to recruit female consumers.
Casks to careers: The Whisk(e)y Embassy workshops covered a diverse range of topics
6. The proof is in the tea
Flavoured whiskies don’t necessarily always need to be sugar-rich with tons of additives. As Kyra Elton, brand ambassador for Samson & Surrey, explained through an innovation-led tasting of FEW’s Immortal Rye, subtle nuances can be imparted to whisky through proofing – reducing a whisky from cask to bottling strength using another beverage, in this case tea. Subtle notes of peach stone, honey and tannic black tea give the whisky an additional layer of flavour without sacrificing alcohol or adding sugar. As new whisky consumers become more health-conscious, is this an area we’ll see more innovation in?
7. Forge your own unique whisky career
There is no one linear direction when it comes to establishing a career in whisky. That’s the outcome of a discussion between three successful women in the industry: Widow Jane head distiller and blender Sienna Jevremov, Samson & Surrey brand ambassador Kyra Elton and co-founder of the award-winning Collab Bar in Hamburg, Chloe Merz. All three switched career routes before settling in their chosen roles, and had the same advice for anyone seeking a career in whisky: Find your own path and have the courage, confidence and tenacity to do your own thing.
8. Europe is the home of rye whisky innovation
According to a panel of whisky makers from Stauning, Fielden and Stork Club, European rye is positioned to be more innovative than that produced by their American cousins, thanks to fewer restrictions and no historic precedence. European producers’ focus on creating a whisky that’s reflective of their own unique culture, environment and distillery set up is already birthing a category of diverse flavours and styles, as this tasting of just three expressions from Denmark, England and Germany demonstrated.
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