Trends, Taps, and Transformations from NRB & BeerX 2026
Earlier this month, two of our team members dive into the thick of the UK hospitality scene attending both the NRB (the North’s big hospitality trade show) and BeerX (the ultimate beer and brewing event).
It was a whirlwind of tasting, talking, and observing, and we’ve come back with plenty of insights. If you’ve got five minutes, grab a coffee, and let’s talk about where the industry is heading.
1. The Ready-to-Travel Revolution
If there was one takeaway that hit us immediately, it’s that RTDs (Ready-to-Drink) aren't just growing, they’re evolving. The market is getting crowded, but the brands winning are the ones thinking about how we drink, not just what we drink.
We’re seeing a shift from ready-to-drink to ready-to-travel. Brands like VK Squashka and Beatbox are ditching the traditional open-top can for resealable Tetra Paks. You can sip it on the move, seal it, and pop it back in your bag. It’s functional, it’s lifestyle-led, and it proves that in 2026, packaging is just as vital for differentiation as the liquid itself.
2. Standout Brands: The Category-Blurrers
We saw some incredible brands that are successfully confusing, in a good way, the traditional boundaries of alcohol categories.
- Fruitage: Think of it as a fruit lager that acts like a cider. Its sports female-focused branding challenges the ‘old boys' club’ of beer demographics with its sweetness.
- Traces: They’ve mastered the wellness halo. They’ve proven you don't have to sacrifice social currency to stay health-conscious.
- Lonkero: Finland’s national drink is a total disruptor. Gin meets hopped pale ale. If you are bored with standard spirits or beers and want something adventurous, this is for you.
- Bone Idyll: These guys gave us a masterclass in branding. Every drink has its own personality, but they all clearly belong to the same family thanks to a consistent master logo. It makes you want to collect the whole set.
3. Tactile Luxury & The Gifting Game
We noticed a real push toward premiumisation through touch. Mozart Chocolate Liqueurs are a perfect example. They wrap their bottles in real foil so they look and feel like luxury truffle chocolates.
When you make a bottle feel like high-end confectionery, you aren't just selling a drink; you’re selling a gift. It justifies a higher price point and taps right into that lucrative home-hosting market.
We also saw brands investing heavily in elaborate gift boxes and premium glassware combos. Packaging has officially become a primary marketing channel.
4. Winning the Battle for the Bar-Top
If you walk into a bar in 2026, don’t expect minimalist design. Brands are going big on 3D Tap Handles. We’re talking intricate textures and disruptive shapes that act like tiny billboards on the bar.
But the real mic drop moment came from MOTH and their bold move to Margaritas on Tap. It proved that draught cocktails are no longer a gimmick, they’re a necessity. By offering high-speed dispense and massive 80% margins, they are solving operational headaches for busy venues.
5. Who Had the Best Vibe?
Finally, we have to talk about the stands. In a massive hall, how do you keep people from just walking past?
- Hooch won the cool factor with The Happienda. Leaning into Manchester’s Hacienda history, they created an immersive, nostalgic atmosphere that felt more like a club than a trade stand.
- WKD went for high energy. They turned their space into a Party Zone with MCs and games. It was loud, it was disruptive, and it effectively hijacked the footfall of the entire event.
- The Kraken used gamification. Their bar was beautifully themed, but it was the interactive reaction game that kept people staying (and drinking) longer.
The Bottom Line
The hospitality world is moving toward experience, convenience, and category-blurring. Whether it’s a resealable carton for a festival or a 3D tap handle that tells a story, the brands that are winning are the ones providing a solution either for the consumer’s lifestyle or the operator’s bottom line.
It was an inspiring trip, and we’re excited to see how we can bake these insights into our future projects!