Bösch Boden Spies, cocktails that bring products and people together

At SIAL Paris 2024, at Paris Nord Villepinte, So Barman supported Bösch Boden Spies over three days with a hospitality bar, 405 cocktails and mocktails, and Working Flair woven into the service.

Let visitors see, taste and experience the product

At an international trade show, attracting attention is only the beginning. Visitors need a reason to stop, a reason to stay and an opportunity to connect. For Bösch Boden Spies, the hospitality bar brought those objectives together by turning the brand’s ingredients into an experience.

Flavours, aromas, colours and textures became a tangible demonstration. The cocktail did more than accompany a conversation: It gave that conversation a starting point.

1. The context and the challenge

• Client: Bösch Boden Spies, a specialist in ingredients and fruit for the food industry
• Event: SIAL Paris 2024
• Venue: Paris Nord Villepinte
• Activation: Three days on the BBS stand
• Collaboration: Scarlett Entertainment

In a busy, competitive exhibition environment, the challenge went beyond serving drinks. The aim was to make the products visible and available to taste, while creating a welcoming setting for meetings with customers and prospects.

2. The cocktail as a product demonstration

BBS ingredients moved beyond technical descriptions and into a recipe. Incorporated into bespoke cocktails and mocktails, they could be explored through their flavours, combinations, colours and potential uses.

Mixology became a product application that visitors could taste and discuss. Each creation brought together tasting, discovery and hospitality. The cocktail bar became part of the stand’s story, rather than a separate service placed beside it.

The product was no longer simply presented. It was tasted and experienced.

3. Working Flair, woven into service

Bottles, shakers and bar tools moved in the bartender’s hands. The flourishes were integrated directly into cocktail preparation: The movement accompanied service rather than interrupting it.

This Working Flair added rhythm and visual impact. From the exhibition aisles, it caught the eye, sparked curiosity and encouraged visitors to stop at the bar. Tasting then took over.

The spectacle had a clear purpose: Attract visitors, welcome them and invite discovery. It became a means of supporting the BBS experience and the encounter with the brand.

4. Three days of service, planned around visitor flow

405 cocktails and mocktails across the activation.
Three days on the stand.
Up to 30 cocktails per hour of planned operational capacity.
105 beers and 75 glasses of Crémant completed the drinks provision.

Visitor numbers at a trade show do not follow an even rhythm. Preparation, equipment and workstation organisation needed to handle busy periods while maintaining presentation, interaction and consistency.

The challenge was to combine service capacity with a considered guest experience. The bar operated with substantial practical autonomy while remaining part of the life of the stand.

5. One experience, three kinds of value

For BBS, a way to showcase ingredients and let people experience them, while enriching the hospitality offered on the stand.

For the sales teams, a point of attraction and a tasting experience around which to begin, continue or deepen a conversation. A tangible flavour application complemented the technical product presentation.

For visitors, a visual, flavour-led and convivial discovery, giving them another reason to spend time with the brand.

The approach followed a simple sequence: Attract, welcome, invite tasting and make conversation easier.

6. From 2024 to 2026, renewed trust

Bösch Boden Spies has renewed its trust in So Barman for another activation at SIAL Paris 2026, from 18 to 20 October, at Paris Nord Villepinte.

A lasting relationship is not a reason to repeat the same experience. It is a commitment to develop it around the client’s current priorities, products and challenges. New original creations, designed by So Barman specifically for BBS, are in preparation, including work with a new protein product from the brand.

The principle can be shared. The recipes cannot, just yet. The creations and the experience for this new edition will be revealed after the event.

A continuing relationship. An evolving experience.

Exhibiting at a trade show?

So Barman designs cocktail activations around your brand, products and visitors. From recipe development to Working Flair, from hospitality to managing visitor flow, the bar becomes part of your stand’s experience. Let’s talk about your next event.
menu