Nimbility participated in the Seoul Bar Show held July 25–27, 2025, at Coex Hall B, presenting a focused portfolio of emerging and innovative spirits, wine, and non-alcoholic brands from around the world. This marked Nimbility’s most comprehensive activation at the event to date, led by Spirits Director Manuel Arce and Head of Korea Sarah Soo-Kyung Henriet.
The show attracted thousands of trade professionals from South Korea’s premium on-trade, retail, and wholesale sectors—including importers, bartenders, sommeliers, and beverage directors—providing a strategic platform to spotlight next-generation beverage brands and educate key buyers.
"The growth of Korea’s spirits market was reflected in the rising number of visitors at this year’s Seoul Bar Show, and the energy throughout the event was undeniable", said Sarah Soo-Kyung Henriet, Nimbility's Head of Korea. "What makes this platform so valuable is the opportunity to hear directly from consumers — their feedback is not only immediate but also incredibly insightful for brands looking to establish or expand in Korea. The strong engagement and on-site sales this year validated the importance of a consumer-focused approach, and with Seoul’s growing recognition as an international bar destination, the show has proven to be a meaningful investment. For us, it’s about more than just showcasing products — it’s about truly connecting with people and understanding how the market is evolving."
The Seoul Bar Show 2025 was very well attended, with an estimated total attendance of approximately 56,000, reflecting strong consumer-focused promotion. The event’s heavy consumer orientation (approximately 80% consumers and 20% trade), meant that several booths reported robust on-site sales, with some reaching around USD 35,000.
Nimbility hosted two well-attended masterclasses aimed at advancing category knowledge and practical application for industry professionals:
“Pisco Academy – Unleashing the Hottest Latin American Spirit”
Presented by Manuel Arce, this session provided bartenders, bar managers, and importers with a deep dive into the history, production, and cocktail versatility of pisco, emphasizing its role in modern bar programs.
“Zero Proof, Full Flavor: Korea’s Next Big Drink Trend”
Led by Sarah Soo-Kyung Henriet, this masterclass explored Korea’s rapidly growing non-alcoholic beverage sector, highlighting evolving regulatory frameworks, flavor development techniques, and premium bar strategies, capped by a live demonstration of a Korean-inspired non-alcoholic cocktail.
“The Seoul Bar Show 2025 was a great chance to see how quickly tastes in Korea are shifting,” said Manuel Arce, Spirits & Premium Beverage Director at Nimbility. “More than 56,000 people came through, and you could feel the excitement around new ideas—from bold spirits like Capel Moai Pisco to the growing curiosity for non-alcoholic options like NON and L’Excessive. Whiskies are still very much in demand, but it was interesting to see younger and female drinkers leaning toward lighter, lower-proof choices. American whiskies and ready-to-drink cocktails also stood out, and overall the crowd was curious, open, and eager to connect with the brands at the show.”
Nimbility showed a range of brands across the three days including:
a selection of Chilean Piscos from Capel, including Capel Moai, Sour & Mix Ready-to-Drinks and Alto del Carmen ranges
Brothers Bond, the American Bourbon brand founded by Ian Somerhalder and Paul Wesley
Mack Brands protfolio with Conte Camillo Negroni, Irish Whiskey Finvara and Rosaluz Arena Rosa Tequila
NON, the non-alcoholic wine alternative from Australia
Mirabeau Gin, the Dry Rosé gin made with rosé wine and Provence botanicals
L’Excessive, the non-alcoholic sparkling designed to be enjoyed with no limits
Double Dutch, our favourite premium mixer for cocktails !
and Poco Vino, the new small format ready to drink wine brand by Australian Vintage Limited
Nimbility’s participation at the Seoul Bar Show reinforced the company's commitment to category education, market entry, and strategic brand exposure across Asia. The event remains a key opportunity to connect global craft producers with influential buyers and on-trade leaders in one of Asia’s fastest evolving beverage markets.