Hostex, South Africa’s premier hospitality trade show, will celebrate its 40th anniversary from 8 to 10 March 2026 at Johannesburg’s Sandton Convention Centre. This milestone edition introduces the Beverage Hub, an innovative platform designed to spotlight Africa’s rapidly evolving beverage sector.
Located prominently in Hall 1, the Beverage Hub offers attendees a dynamic space where baristas, brewers, distillers, and hospitality buyers can experience and explore emerging beverage trends firsthand. From artisanal coffees and craft spirits to low- and no-alcohol beverages, attendees can taste new products, engage directly with brands, and discuss upcoming trends likely to influence future menus.
“South Africa’s beverage market is experiencing dynamic growth, particularly in craft spirits, premium ready-to-drink cocktails, speciality coffees, and eco-conscious packaging,” notes Lerato Nako, Hostex Event Manager. “The Beverage Hub creates a strategic platform for brands and hospitality decision-makers to meet, taste, and form partnerships.”
With approximately 74% of Hostex attendees influencing purchasing decisions, the Beverage Hub’s experiential environment facilitates immediate business
opportunities. Attendees will benefit from the Taste Talk Trend sessions, which provide concise insights into significant industry trends, and witness engaging demonstrations by industry-leading organisations such as the Speciality Coffee Association of Southern Africa (SCASA), the South African Sommelier Association, and the Brandy SA Foundation.
Additionally, the SCASA Barista Championships will take place at the Hub, where leading baristas compete for national titles and qualification to international competitions. The Launch Shelf section of the Hub will specifically highlight innovative craft beverages seeking distribution partners.
Among early exhibitors, LiqCore, represented by Olav Rucker, Managing Director at Core Holdings, emphasises the importance of the event: “Hostex offers an unmatched opportunity for industry leaders to showcase premium portfolios and elevate hospitality experiences. We are excited to participate and demonstrate how LiqCore’s solutions can enhance beverage offerings within hospitality.”
Stand bookings for Hostex 2026 are currently open to beverage producers, distributors, hospitality equipment suppliers, and related service providers.