Which trade shows should a premium drinks producer prioritise for reaching food-led pub buyers?

Trade shows are typically slow-burn lead generators rather than immediate sales drivers, but can build valuable awareness and contacts in the target market.

**Key recommendation:** - **Northern Restaurant and Bar Show (NRB)** — endorsed by members as the strongest choice for this segment. The 2025 show is adding a dedicated Lunch element for the first time, which aligns well with pubs focused on Sunday lunch occasions and guest experience.

**Strategic approach:** - Consider prioritising trade shows run by your existing RTM (route-to-market) partners. Members with suppliers like Venus, Amathus, Dayla and Hills Prospect noted this approach is more focused for 2025. - Potential for collaboration with complementary spirit brands at shows (e.g., gin and vodka producers for Bloody Mary/cocktail positioning).

**Caveats:** - Expect shows to generate awareness and contacts over time rather than immediate orders from the booth. - Members recommend treating trade show participation as part of a longer-term customer development strategy.