“If you’re in the drinks world and you’re not here, you’re behind.” An inside look with Danny Stepper, CEO of The Beverage Forum.
The Beverage Forum, founded in the US, has been a legacy annual conference for over 30 years, serving as a platform for cross-industry dialogue across brands, creators, and innovators shaping the future of drinks. Its expansion to the EU marks not just geographic growth, but also a unique opportunity to bring trends and talent together, sparking new ideas for the global industry.
Stepper has made a name for himself as one of the drinks industry’s most influential voices: part entrepreneur, part visionary, and part cultural observer. He offers an exclusive look at the forces redefining the drinks landscape and what this means for brands and creators everywhere. With Stepper as a guide, this article explores the mix of innovators, challengers, and heritage brands shaping what we drink, and why it matters.
Q: Danny, the line-up this year at The Beverage Forum Europe reads like a collision of worlds: luxury, wellness, celebrity, and digital culture. How do you make sense of it?
That’s the point. The Forum goes beyond categories, focusing on the ideas that shape culture. You’ve got Jonas Tåhlin of LVMH, representing centuries of heritage and craft. Then there’s Olivia Ferdi with TRIP, shaking things up by putting CBD in your afternoon spritz. And Aitch with SYPS illustrates how a bold brand can become a lifestyle statement, not just another bottle on a crowded shelf.
All these perspectives show that the drinks industry is evolving beyond just flavors; it’s about culture, storytelling, and identity. You’ve got luxury icons rubbing shoulders with wellness start-ups, and digital creators collaborating with long-established craft brands. This mix forces new conversations and often sparks ideas no single category could produce on its own.
What’s happening is the industry is moving beyond the liquid in the bottle. It’s about the story you tell when you hold it.
All these perspectives show that the drinks industry is evolving beyond just flavors; it’s about culture, storytelling, and identity. You’ve got luxury icons rubbing shoulders with wellness start-ups, and digital creators collaborating with long-established craft brands.
Stepper
Q: What does the rise of digital creators and celebrity-led brands – like Vikkstar, The Sidemen, and Chris Williamson – mean for the future of drinks?
Distribution has fundamentally changed. Vikkstar and SIDES Coffee don’t rely on traditional advertising, they reach millions of loyal followers directly through social media, showing how creator-led marketing is reshaping the industry. Their behind-the-scenes content, live tastings, and interactive campaigns build engagement that traditional marketing can’t replicate.
Then there’s Chris Williamson with Neutonic, who proves the shift isn’t just about reach, it’s about influence and identity. By tying his beverage to performance and wellness, he’s built a brand around his own persona. We used to ask, ‘does this drink refresh me?’, now the question is, ‘does it improve me?’.
These shifts in the market set the stage for the Forum’s first EU edition, bringing this energy and innovation to a new audience.
Q: What should people expect from this inaugural EU edition?
Forget polite panels and corporate jargon, this event turns the beverage world into a live, interactive showcase. Heritage brands will open dialogue with creators who grew up on YouTube. Wellness entrepreneurs will spar with leading spirits innovators to develop the next unexpected collaboration. Ideas will clash, and new futures will be forged in real time. If you’re in the drinks world and you’re not here, you’re behind.
The EU edition also brings its own flavor, showcasing regional trends and innovators from across Europe. This is a chance to blend US boldness with European craft and creativity, creating a new kind of dialogue that could influence the global drinks industry.
Q: Can you give any insight into some key features and trends being highlighted in The Beverage Forum Europe?
Beyond health, we’re seeing a wave of innovation around identity and experience. Drinks have become cultural badges. Look at Au Vodka, they’re challenging the activation game with bold statements. Packaging, storytelling, even scarcity drops are as important as taste. Consumers are demanding more than flavor, they want a story, a lifestyle, and a sense of belonging.
We’re also entering an era where digital-first brands are rewriting the playbook. You don’t launch with a clean billboard anymore; you launch with a fanbase. That’s why the presence of creators is so significant, they’ve proven that distribution is as much about community as it is about shelf space.
And then there’s the luxury-sustainability paradox. Consumers want indulgence, but they also demand responsibility. Whether it’s heritage spirits reinventing themselves for a conscious generation, or start-ups designing with circularity in mind, that tension is driving fascinating new models.
Q: What is some advice you can share so future beverage entrepreneurs can harness the ever-changing beverage landscape?
You’ve got to show what’s behind the curtain. The brands that are really taking off, sometimes even before they launch, are the ones letting people in on the process. The good, the bad, everything. People want to see how it’s made, the risks, the experiments.
These authentic connections are what make the difference today. Social media has evolved from a marketing channel to a platform for authentic, meaningful connections. If you can bring people into your world and let them feel part of it, that’s what turns curiosity into loyalty.
Q: What would you like the legacy of this first EU Forum to be?
A legacy of dialogue. That people remember this as the year the industry stopped speaking in isolated silos and started connecting across different parts of the industry. If we can set that tone, then everything that follows will feel fresh, new, and exciting.
The takeaway: Pushing the beverage industry forward
The inaugural EU Forum promises to push the industry forward, connecting bold brands, creators, and innovators in ways that have never been seen before. With dialogue, collaboration, and ideas at the heart of the event, Stepper hopes it will set the tone for the future of drinks – and for anyone paying attention, it’s an event you won’t want to miss.
Find out more about the EU Forum here to uncover the future of beverage innovation.