Earlier this month at Bar Convent Brooklyn, AGAR was back in our element – designing bold spaces for some of the world’s best spirits brands while immersing ourselves in the culture, conversations, and trends driving hospitality forward.

Over two days at Industry City, we proudly brought three unique brand experiences to life for Angostura®, Fontbonne1874, and Nonino – while also creating space to connect, exchange ideas, and get inspired by what’s next in the world of spirits. 

Three Brands, Three Stories – One Unforgettable Impact. 

At BCB 2025, our team didn’t just show up – we showed out. Our immersive brand builds sparked conversation, created culture, and delivered story-driven experiences that resonated far beyond the booth. 

• – The House of Angostura – lit up Brooklyn with a bold, immersive booth experience rooted in Caribbean energy and craftsmanship. Designed to showcase the depth and versatility of the brand’s iconic rum and bitters portfolio, the space buzzed with vibrant storytelling, nonstop sampling, and cultural pride. Attendees lined up for fresh Queen’s Park Swizzle pours, a spirited nod to Angostura’s roots and one of the most memorable cocktails on the floor. The momentum carried into the final night of BCB with the Concrete Jungle Fête, an electrifying after-hours celebration of rhythm, spirit, and expertly crafted cocktails that transformed the Lower East Side into a slice of Port of Spain.
• – Fontbonne1874 – made a poised entrance as a refined French herbal liqueur that blended French sophistication with a fresh, modern edge. 
• – Nonino – took flight with Paper Plane elegance, presenting a refined, minimal, and deeply intentional experience that resonated with guests who value design-forward storytelling, thoughtful quality, and true craftsmanship.

Beyond the Booth: What Inspired Us This Year

Beyond the excitement of our activations, we found real inspiration in the energy across the convention. Exploring the floor, joining conversations, and observing emerging trends provided us with a clear view of where beverage culture is headed and why it’s such an exciting time to be part of it. 

• – No/Low-ABV is here to stay – Between mindful brand panels and non-alc lounges, the sober curious movement is no longer niche, it’s central.
• – Creators are the new gatekeepers – bartenders and founders are building audiences online before their products hit the shelves. Storytelling is the strategy.
• – Culture > Commodity – From mental health talks to community first activations, the best brands are creating spaces that serve people, not just sell products.

So, What’s Next? 

As always, we’re leaving Bar Convent inspired, energized, and full of ideas. We remain dedicated to helping brands make a meaningful impact through intentional design, storytelling, and a deep understanding of cultural context. Whether it’s a booth, a brand experience, or a full-scale campaign, our world is not about following trends, it’s about setting them thoughtfully and boldly. 

• – Ingredients Innovating Beyond Alcohol – The momentum behind the no or low-alcohol rise isn’t slowing down. Workshops like “Beyond the Buzz: Best Practices for Building a Successful Non-Alcoholic Brand” felt energized by a commitment to inclusive drinking. One standout social moment was No Booze Babes leading the conversation on sober-forward experiences. Check it out! 

• – Education as Empowerment – With more than 50 panels, the show was a masterclass in innovation. From “Cocktails, Cameras & Credibility” to mental health, pricing strategies, and diversity in leadership we felt inspired leaving the event. Authors Alley echoed this energy, sparking authentic debate and reflection. Whether from the main stage or the margins, these ideas didn’t just inform they challenged us to think bigger about the future of hospitality. Learn more. 

• – Experiential Playgrounds Everywhere – The grounds at Industry City transformed into dynamic cultural spaces buzzing with interactivity and energy. Live music, brand takeovers, and courtyard hangouts created opportunities for real connection. One of our highlights was Ja Rule himself pouring Amber and Opal Honey Whiskey, an unexpected moment of celebrity meets craft. 

• – Brand Accelerator Takes the Stage – The debut of the Brand Accelerator competition, hosted by Women of the Vine and Diverse Powered Brands, introduced a new level of excitement and purpose. Emerging brands pitched their concepts, while industry vets offered guidance and support. It wasn’t just a contest; it was a celebration of ambition and fresh thinking. 

The experience wrapped up with Concrete Jungle Fête—a high-energy after-party that celebrated Trinidadian culture, Angostura’s legacy, and the spirit of community through music, movement, and unforgettable cocktails.