What is the cost-benefit of exhibiting at major trade shows like BCB, and what should we know about category restrictions for RTD products?

BCB (London edition) is new territory with no established ROI data yet from the community. Members flag that RTD product categories face exhibitor restrictions that can significantly impact costs.

**Key considerations:**

- **Category restrictions on RTDs** — Members report being barred from the Local Heroes stand if RTD products are part of the portfolio, forcing a move to more expensive booth options (One Brand tier mentioned as "considerable extra cost"). This is a hard constraint to budget for. - **Potential workaround** — One member suggested featuring a non-RTD product alongside RTDs may help navigate category restrictions, though they note the policy is "mad." - **No historical benchmark** — BCB London is the first edition, so there is no community feedback yet on actual contact quality, deal flow, or ROI to compare against booth spend.

**Caveat:** Members emphasise this is untested ground for the London show. Budget for category-driven cost increases, but expect to gather your own ROI data rather than relying on precedent.