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Liquid Lounge

March 9, 10 & 11

Liquid Lounge

Develop beverage menus. Add local flavor. Increase bar profits.

In the Liquid Lounge, you'll taste and try some of the latest releases in the beer, wine, spirits and beverage market. 

Get ideas for adding a twist to your bar offerings as you connect with brand representatives, local distillers and brewers in an experiential sampling area.

It's a quenching retreat right inside the MFE exhibit hall and a—straight-up—good time.

Exhibit Hall Hours
Mon, March 9 - 11am to 5pm
Tues, March 10 - 10am to 4pm
Wed, March 11 - 10am to 3pm

The Bar

BevX Talks for Beverage Programs

Enjoy BevX talks with pros—live in The Bar within the Liquid Lounge. Presentations include technique, recipes and samples.



12:00-12:30 PM
Batching Basics: Learn the Right Way to Increase Profit, Efficiency and Space Without Sacrificing Quality

Dan Dufek, Breakthru Beverage Wisconsin

1:00 PM-1:30 PM
The Whiskey Sour in 4 Ways

Brian West, Crucible Beverage

2:00-2:30 PM
Improve Your Cocktail Program with These Quick & Easy Steps

Brian West, Crucible Beverage


11:30 AM-12:00 PM
Rye Whiskey 101: Learn Why This Once-obscure Spirit Category Has Exploded in Popularity
Dan Dufek, Breakthru Beverage Wisconsin

12:30-1:00 PM
The Art of the Boilermaker: Pairing Spirits with Beer
Brian West, Crucible Beverage

1:30-2:00 PM
3-Ingredient Cocktails
Brian West, Crucible Beverage


12:00-12:30 PM
Shrubs: An Alternative (And Stable) Acidity
Brian West, Crucible Beverage

1:00 PM-1:30 PM
Craft Highballs
Brian West, Crucible Beverage


Craft Cocktails

In this Fox 6 News feature taped in the 2018 Liquid Lounge, Dan Dufek with Breakthru Beverage Group demos a craft cocktail recipe using quality ingredients—the Texas Rose.

The Texas Rose is a variation on a Daisy cocktail, consisting of a base spirit, a modifying liqueur, fresh citrus juice, simple syrup and flavored bitters. The drink recipe taps into some of the latest beverage trends and can easily be incorporated into your bar menu.

2020 Participants: