May 22–25, 2027
McCormick Place
Chicago, IL
Beverage, Coffee & Bar Solutions
Pour More Opportunity Into Your Business
From morning coffee to premium cocktails, beverage programs have become one of the most profitable areas of foodservice. The Show connects beverage brands with buyers seeking new products.
What's Brewing in the Beverage Room
This is the exclusive Show destination for buyers looking for solutions to refresh their beverage programs. Exhibiting here puts you in the mix with attendees who need your innovative products, on-trend flavors and profit-boosting solutions. Don’t miss this prime opportunity to connect with Beverage Directors, General Managers, Food & Beverage Leaders, Directors of Beverage Innovation, plus other key decision-makers.
Alcohol Producers
Expand your reach in the foodservice industry’s most influential segment by offering 34,000+ attendees a taste of how you can impact their beverage menu.
Non-Alcoholic Adult Beverages
Craft a smarter strategy to elevate the guest experience, maximize revenue, and stay ahead of one of the industry’s hottest trends.
Hemp Beverages
Capitalize on the growing demand for hemp-based beverages and tap into a key growth channel shaping the future of the beverage industry.
Bar Specific Products
Capture operators' attention with the products that bring beverage programs to life, from innovative drinkware, mixers, garnishes and syrups, to bar tech, equipment and more - all designed to elevate service, efficiency and the guest experience.
Category Insights
Beverage programs continue to drive profitability across foodservice segments, attracting buyers seeking to enhance offerings. From specialty coffee and cocktails to functional drinks and dispensing tech, operators seek solutions to boost sales, speed service, and enhance guest experiences. Whether launching a new beverage program or refreshing an existing menu, buyers come ready to sample products, evaluate equipment and connect with trusted suppliers.
Featured Products & Solutions
Showcase products including:
- Coffee
- Espresso
- Tea
- Fountain Beverages
- Soft Drinks
- Water
- Juice
- Smoothies
- Energy Drinks
- Functional Beverages
- RTD Products
- Alcohol-Free Beverages
- Beer
- Wine
- Spirits
- Cocktail Mixers
- Syrups
- Ice Systems
- Beverage Equipment
- Dispensing Systems
- Bar Equipment
Who You’ll Meet
Meet beverage directors, restaurant owners, coffee shop operators, bar managers, hotel buyers, distributors and purchasing professionals.
Industry Trends Driving Demand
Today's beverage buyers are investing in products and technologies that increase profitability, improve operational efficiency and create memorable guest experiences.
Current areas of interest include:
- Specialty coffee and premium café experiences
- Low- and no-alcohol beverage programs
- Functional and wellness-focused beverages
- Craft cocktails and elevated bar programs
- Smart beverage dispensing technology
- Sustainable packaging and reusable solutions
- Speed of service and mobile ordering
- Seasonal and limited-time beverage innovation
Why Exhibit
Introduce new beverages, coffee programs and dispensing technology to buyers looking to increase beverage sales and elevate guest experiences.
Benefits include:
- Generate high-quality sales leads
- Launch new products to an engaged audience
- Build relationships with distributors and dealers
- Increase brand visibility across the industry
- Meet qualified buyers ready to make purchasing decisions
- Receive valuable market feedback
- Create new business opportunities across multiple foodservice segments
Success Opportunities
Maximize your impact before, during and after the Show by:
- Hosting beverage tastings and product sampling
- Demonstrating coffee, bar and beverage equipment
- Launching new beverage programs
- Meeting chain and independent operators
- Connecting with distributors and dealers
- Building relationships with beverage buyers
- Generating media and brand awareness
- Positioning your brand as a beverage innovator
Sponsorships Keep the Opportunities Flowing
2027 Restaurant Show sponsorships are now available, offering unmatched access to foodservice decision-makers seeking solutions and partnerships. Sponsors gain premium visibility across digital channels, educational content, and high-traffic areas, positioning your brand as an industry leader. Secure your sponsorship early to maximize ROI, build connections with qualified buyers, and stand out in the competitive foodservice market.
Frequently Asked Questions
Is this the right category for my company?
If your company offers beverages, coffee, bar equipment, beverage technology, dispensing systems or related products, this category is designed to connect you with buyers actively looking for beverage solutions.
What types of buyers visit this category?
Restaurant owners, beverage directors, coffee shop operators, hotel and resort buyers, bar managers, distributors and purchasing professionals attend to discover new beverage products and equipment.
Can I introduce a new beverage product at the Show?
Absolutely. Many exhibitors use the Show to launch new beverages, equipment and beverage concepts while gathering valuable feedback from operators.
How can exhibiting help grow my business?
Exhibiting helps you build relationships with qualified buyers, expand distribution opportunities and increase brand visibility across the foodservice industry.
Ready to Put Your Products in Front of Qualified Buyers?
More than 34,000+ foodservice operators attend the National Restaurant Association Show to compare products, evaluate suppliers and make purchasing decisions. They represent every major segment of the industry—and they’re actively looking for innovations that help them improve operations, delight guests and stay ahead of the competition. Whether you provide food, equipment, technology, services or breakthrough innovations, there’s a place for your business in the industry’s largest marketplace.
Reserve your booth today for the 2027 Show and connect face-to-face with operators, dealers, distributors and decision-makers who come ready to talk to you and discover what’s next in foodservice.
